22: Agentic AI for hyper-personalization at scale: Insights from Steve Hammond, general manager and executive vice president of Agentforce Marketing at Salesforce

Nov 5, 2025

31:06

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Steve Hammond, general manager and executive vice president of Agentforce Marketing at Salesforce, sits down with host Alan Hart at Dreamforce to share his perspective on how leaders can navigate the fast pace of change in technology and marketing. Steve reflects on his journey from early entrepreneurial ventures to modernizing Salesforce's marketing technology, emphasizing how consumer expectations are shifting and how AI Agents now empower companies to unlock hyper-personalization at scale. He discusses how interconnected company data is essential to delivering more efficient, personalized experiences, and why executives should be fully invested in shaping strategies to break down barriers to innovation. Steve explains that the intersection of people and technology delivers the strongest results and shares his prediction that as AI evolves, marketers will spend less time managing technical details and more time focused on high-level strategies that empower them to create personalized customer experiences across all touchpoints.

In this episode, you'll learn:

How AI agents shift consumer expectations

Areas for organizations to address to meet evolving consumer expectations

How unified company data unlocks more personalized, efficient customer experiences

Key highlights:

[00:00] Introduction

[01:15] Finding rest on the farm

[02:45] What is Agent Force Marketing?

[03:50] Steve's path to Salesforce

[06:50] Keeping up with the pace of change

[08:55] The organizational elements needed to adapt shifting consumer expectations

[10:40] The intersection between people and technology