How Salesforce Data 360 Powers Agentforce AI

Salesforce keeps talking about the agentic enterprise, but none of it works without one thing: clean, connected, real time data.

In this episode of AI in Action, Eric Housh and Zack Terry break down Salesforce Data 360 — the data backbone that powers Agentforce. They walk through how Data 360 evolved from a marketing CDP into Salesforce’s core data intelligence layer, and explain context engineering, semantic search, vector databases, relationship mapping, calculated insights, and identity resolution in plain language.

They also cover this week’s biggest AI headlines: OpenAI’s new multicloud move with AWS, Microsoft’s shifting deal structure, the Amazon vs. Perplexity feud over agentic shopping, Apple’s reported $1B Gemini deal for a new Siri, and Google’s discovery of Prompt Flux malware rewriting its own code.

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@Salesforce @OpenAI @Amazon @Google @PerplexityAI

▶️ CHAPTERS:
0:00 – Intro: Why Data 360 is the nervous system of your AI
0:25 – What Data 360 actually is (and why it matters for Agentforce)
1:09 – OpenAI + AWS: The new multicloud play
2:15 – Microsoft restructures its OpenAI deal
3:41 – Amazon vs. Perplexity: The agentic shopping battle
6:01 – Apple + Google Gemini: A new era for Siri
8:47 – Google’s Prompt Flux malware explained
10:54 – Data 360 overview: From CDP to intelligence layer
12:18 – How Salesforce rebranded the product over time
14:38 – Context engineering and giving agents full business context
17:45 – Semantic search and vector databases inside Data Cloud
23:24 – Relationship mapping: Creating a true customer graph
27:22 – Calculated insights and real business signals
29:41 – Identity resolution: One customer, one source of truth
32:00 – Real time vs batch ingestion: What to choose
35:06 – Practical steps to start with Data 360 and Agentforce
37:27 – Final takeaway: Start with clean data and foundations