Salesforce agreed to acquire Cresta. Cresta provides voice agents, real-time agent assistance, and conversation intelligence. Salesforce already owns much of the customer context and systems for service work. Cresta fills Salesforce’s gap in understanding and acting on customer interactions. Cresta’s feedback and predictive satisfaction scores could also strengthen Salesforce’s customer feedback management. Salesforce committed to maintaining support for leading contact center and telephony platforms after the deal. Existing Cresta customers should watch whether Salesforce preserves Cresta’s product velocity and cross-platform ability. Prospective buyers should distinguish what they can deploy today from future integrated capabilities. The acquisition is part of Salesforce’s effort to fill gaps in its agentic architecture. Forrester advises buyers to hold Salesforce to its promises.