Insights for IT Negotiations Dreamforce 2025: Salesforce’s AI Push, AELA Explained, and What It Means for Your Renewals
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Oct 31, 2025 In this engaging discussion, Adam Mansfield, Salesforce Practice Leader at UpperEdge and expert in Salesforce negotiations, delves into the hot topics from Dreamforce 2025. He shares insights on the newly introduced Agentic Enterprise Licensing Agreement (AELA) and its potential risks. Adam emphasizes the importance of evaluating Salesforce’s new AI features while ensuring core products aren't neglected. He also provides strategic advice for upcoming renewals, urging customers to document usage and communicate clearly to protect their interests.
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AgentForce Dominated Dreamforce Messaging
- Dreamforce's dominant theme was AgentForce and AI, overshadowing core Salesforce product conversations.
- Customers noticed heavy promotion of AgentForce, Data Cloud, and Slack as the new platform focus.
Customers Want Value From Existing Products
- Customers want investment in getting more value from existing Salesforce products, not only new AI features.
- Salesforce's focus felt skewed toward selling new AI offerings instead of improving core product value.
AELA Bundles Unlimited Usage Into One Contract
- AELA bundles AgentForce, Data Cloud, Slack, and related products into one unlimited-style agreement.
- Salesforce pitches AELA as simpler for customers by removing usage counting and forecasting.