AI innovation is inspiring an evolution in the storied conference’s theming
The park rangers are gone, and so is the canoe. Dreamforce 2026, Salesforce’s annual user conference and flagship marketing event that took place at Moscone Center in San Francisco Sept. 15-17, still had the camp vibe but felt more like a reunion before a space launch.
Traditionally, Salesforce uses this event to launch new products, and this time, all eyes were on the new AIforce that lets AI agents access and act on Salesforce data, as well as Koa, a new CRM reasoning model developed with NVIDIA and trained on 27 years of Salesforce CRM expertise. Translation: Static record-keeping systems are moving towards dynamic interfaces powered by agents.
The shift comes during a pivotal time for AI, when its power is both omnipresent and controversial. During Dreamforce, NVIDIA’s Jensen Huang, Anthropic’s Dario Amodei and OpenAI’s Sam Altman took to the stage to weigh in on the future of this technology and the need for potential guardrails.
On the ground at Dreamforce, the energy felt electric. The dichroic, color-shifting arches welcomed attendees to Dreampark, which took over Howard Street, connecting the campus. “Nuggets of data” sparkled in the mountains. Floating iridescent emojis added new dimensions.
Some 45,000 attendees came to feel part of the moment and walk away with real, tangible takeaways, such as new skills, tools and agents they built for their use cases.
“This year is about transformation,” says Suzanne Fritz-Hanson, vp-creative at George P. Johnson. “You don’t necessarily know what the future will bring, but Salesforce is there to get you there.” Project Worldwide teams from George P. Johnson Marketing, OS Studios, and Wondersauce partnered to produce this project.
Here’s what caught our attention.