Salesforce acquires Cimulate to boost AI-powered product discovery in commerce
Salesforce acquires Cimulate to boost AI-driven product discovery and conversational commerce for retailers.
Salesforce has signed a definitive agreement to acquire Cimulate, an AI company specializing in intent-aware product discovery and agentic commerce. The move is set to strengthen Salesforce’s Agentforce Commerce platform, aiming to help retailers deliver more personalized, conversational, and effective shopping experiences. The deal is expected to close in the first quarter of Salesforce’s fiscal year 2027.
Short on time?
Here’s a quick look at what’s inside:
- Who are Salesforce and Cimulate, and why does this deal matter?
- How Cimulate’s technology will enhance Agentforce Commerce
- What this means for marketers and retailers
- Key takeaways for marketing teams
Who are Salesforce and Cimulate, and why does this deal matter?
Salesforce is a global leader in CRM and cloud-based commerce solutions, known for its broad suite of tools supporting sales, marketing, and customer engagement. Cimulate, meanwhile, is an emerging player in AI-powered product discovery, with a focus on retail and e-commerce. Its platform uses a context engine that combines real and simulated shopper journey data to better understand intent and deliver more relevant search results.
This acquisition is Salesforce’s first major M&A move of 2026 and signals a continued focus on advancing Agentforce Commerce, its AI-driven e-commerce platform. By bringing Cimulate’s team and technology on board, Salesforce aims to help retailers move beyond basic keyword search to more intuitive, intent-driven discovery experiences.
How Cimulate’s technology will enhance Agentforce Commerce
Cimulate’s core offering is an intent-aware context engine designed for retail. Here’s how its integration is expected to benefit Agentforce Commerce:
- Smarter product discovery: By understanding shopper intent in real time, the platform can deliver more relevant search results and recommendations.
- Conversational shopping experiences: Retailers will be able to offer more natural, interactive, and personalized discovery journeys, helping shoppers find and evaluate products more easily.
- Data-driven insights: Combining real and simulated shopper data allows for deeper understanding of customer behavior, supporting better merchandising and marketing decisions.
- Seamless integration: Cimulate’s technology is purpose-built for retail and will be embedded directly into Agentforce Commerce, making advanced AI capabilities accessible to Salesforce’s retail customers.
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What this means for marketers and retailers
For marketers and retail teams, the acquisition brings several practical benefits:
- Improved conversion rates: More relevant and personalized product discovery can help shoppers find what they want faster, increasing the likelihood of purchase.
- Enhanced customer experience: Conversational and context-aware search tools can make online shopping feel more intuitive and engaging.
- Operational efficiency: With AI handling much of the discovery and recommendation process, teams can focus on higher-value brand and growth strategies.
- Future-ready commerce: The move positions Salesforce customers to keep pace with evolving shopper expectations and the shift toward agentic, AI-driven commerce.
Key takeaways for marketing teams
- Salesforce is doubling down on AI for commerce: The Cimulate acquisition is a clear signal that intent-aware, conversational shopping is a top priority.
- Marketers should prepare for more advanced product discovery tools: Expect new features in Agentforce Commerce that make it easier to deliver personalized, real-time experiences.
- Retailers can leverage deeper insights: The integration of real and simulated shopper data will support smarter merchandising and campaign planning.
- Staying competitive means embracing agentic commerce: As shopper expectations shift, brands that adopt these technologies early may see gains in engagement and conversion.
