Rapid-Fire AI Agent Updates: A Landscape in Flux
The pace of innovation in agentic AI platforms has soared, reshaping enterprise application strategies and prompting tech leaders worldwide to revisit their digital roadmaps. Just a few weeks ago, I covered how Workday, ServiceNow, and SAP mounted challenges to Salesforce’s Agentforce by rolling out competing AI-driven solutions. Now, a flurry of new launches from Adobe, Qualtrics, Oracle, OpenAI, and Deloitte has taken the AI agent market to new heights. Each vendor brings a unique approach, exposing Salesforce to fresh competition in everything from marketing automation to deep enterprise integration.
In this report and analysis, I explore how each entrant differs in focus and implementation, and why it matters for the broader Salesforce ecosystem. I will also discuss the market forces at play and highlight how Salesforce might respond to sustain its leadership in agentic AI solutions.
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Adobe
Adobe expanded its product lineup with Experience Platform Agent Orchestrator and Brand Concierge. These specialized AI agents automate a host of marketing tasks—from content creation to personalization—and tie directly into real-time customer data. By tapping into Adobe’s creative heritage, the new offering promises sophisticated brand governance capabilities for all agent-driven interactions, ensuring brand voice and tone remain consistent.
Why It Matters
Adobe’s move represents more than just another marketing tool. The Experience Platform Agent Orchestrator can unify multiple AI agents—internal and third party—through a single orchestration layer. This means that a marketing team could have one agent dedicated to social media outreach while another handles on-site personalization, both working under a unified data and governance model.
For Salesforce customers who rely heavily on Marketing Cloud, this can be a real alternative. Adobe’s creative environment and content generation features create an end-to-end ecosystem for marketers looking to streamline asset production, personalization, and user engagement. The ability to keep brand quality high, while still automating routine tasks, may sway organizations that previously viewed Salesforce as the default marketing and CX platform.
In practical terms, Adobe’s advanced creative tool integrations could differentiate it from Salesforce, which focuses more on general marketing orchestration. If Adobe can demonstrate measurable ROI and deeper creative synergy, that’s likely to chip away at Salesforce’s marketing user base.
Qualtrics
Qualtrics launched Experience Agents, emphasizing real-time empathy for both customer and employee interactions. Built on Qualtrics’ heritage in experience management, these agents leverage sentiment analysis to sense user emotions and respond in a more ‘human’ manner, from clarifying issues on a website to de-escalating complaints in customer feedback surveys.
Why It Matters
While other players emphasize efficiency and process automation, Qualtrics highlights empathy as a differentiating factor. Their agents can proactively intervene when a customer indicates dissatisfaction, or prompt an HR follow-up when an employee shares negative feedback. This real-time, emotion-aware approach can profoundly shape how businesses handle sensitive moments.
From a Salesforce perspective, this raises a crucial challenge. While Agentforce can automate a wide range of tasks, offering truly empathetic, sentiment-rich interactions hasn’t been a core selling point, at least not yet. For industries where customer experience and brand loyalty are critical (think hospitality, healthcare, or high-end retail), Qualtrics could emerge as a leader in bridging the gap between AI efficiency and genuine human touch. Salesforce might need to ramp up its own sentiment analysis and personalization features to match Qualtrics’ empathy-driven model.
Oracle
Oracle’s new AI Agent Studio for Fusion Cloud Applications introduces a robust multi-agent orchestration mechanism, complete with pre-built templates for processes like financial close, supply chain management, and CRM workflows. Security governance, versioning, and testing are also built in, highlighting Oracle’s enterprise DNA.
Why It Matters
Oracle’s influence in back-office operations runs deep, with countless enterprises standardizing on Oracle ERP and Oracle Database. By integrating AI agents directly into these mission-critical systems, Oracle offers customers a major head start in automating complex workflows. The fact that Oracle is bundling this agent platform at no extra cost for existing Fusion users only sweetens the deal.
Salesforce competes head-to-head with Oracle in CRM, and increasingly in back-office workflows with broader platform expansions. Oracle’s pitch is that AI agents can do the heavy lifting in operational areas, freeing human teams to focus on exceptions and strategic decision-making. If Oracle’s embedded approach proves more seamless than a third-party integration with Salesforce, organizations might be tempted to consolidate with Oracle.
Additionally, Oracle’s robust security frameworks can entice regulated industries, such as finance or healthcare, that need AI solutions aligned with strict compliance. This is especially relevant for global enterprises that must maintain data residency or uphold multi-layered approval flows.
OpenAI
OpenAI introduced a developer-centric Agents SDK and Responses API, giving enterprises powerful tools to build and deploy AI agents with minimal friction. Bundled with built-in web search and file-system access “skills,” the platform caters to organizations looking for an open-ended approach to agent development. New observability features also help businesses track the decision-making processes of AI agents, creating transparency and trust.
Why It Matters
OpenAI is already a dominant force in large language models, and many Salesforce clients integrate GPT-based capabilities into their CRM or analytics pipeline. With this new offering, OpenAI aims to capture the developer community directly, offering a flexible framework for building custom agent-based solutions. Companies can choose the underlying model, define custom tools, and integrate them with data sources or corporate systems as they see fit.
In short, OpenAI’s expansion into an agentic framework gives businesses a less opinionated, overlaid alternative to Salesforce’s embedded AI platform. Development teams that value control, especially those with robust in-house engineering talent, may prefer building a custom agent environment using OpenAI’s SDK, as it allows them to tailor every aspect of the user experience. This do-it-yourself model challenges Salesforce’s broader platform approach, where out-of-the-box integrations and a vast partner ecosystem have long been a selling point.
From a devops perspective, integrating these new agent workflows into CI/CD pipelines will require additional orchestration. However, the payoff is potentially enormous: agile teams can experiment rapidly, deploying specialized AI agents without waiting for a monolithic vendor solution.
Deloitte
Deloitte introduced Zora AI, marketing it as a collection of domain-specialized AI “digital workers.” By leveraging NVIDIA’s accelerated computing stack, Deloitte can deliver high-performance agents in areas like finance, HR, supply chain, and more. The added value here is Deloitte’s consulting pedigree, which can guide businesses through design, integration, and optimization.
Why It Matters
Unlike pure-play software vendors, Deloitte bridges technology and services. Enterprises often look to Deloitte for strategic advice, compliance expertise, and digital transformation leadership. Having an AI platform that ties in consulting services could be very compelling for CFOs or CIOs who trust Deloitte’s track record. This threatens Salesforce’s vertical approaches, especially in industries where Deloitte already has well-established relationships.
Furthermore, Deloitte’s emphasis on “digital workers” is an interesting positioning. By framing AI agents as an extension of the workforce, Deloitte encourages clients to see them as a full part of day-to-day operations rather than as occasional add-ons. This perspective could accelerate adoption in risk-averse companies that rely on Deloitte for big-picture transformations.
Enterprise Agent Projects in Spring 2025
Here’s a summary of the growing list of agent management systems. It will be interesting to see which of these achieve a level of integration with other vendors’ agents.
| Vendor / Project | Platform / Project Name | Primary Focus | Key Differentiators / Features | Ecosystem / Integration | Additional Notes |
| Salesforce | Agentforce 2.0 | CRM & customer engagement automation | Pre‑trained AI agents; low‑code Agentforce Builder; Slack integration; real‑time insights via Salesforce Data Cloud | Deeply integrated within the Salesforce ecosystem (AgentExchange) | Leader in customer‑facing digital workers; focuses on sales, service, and marketing automation |
| Workday | Agent System of Record | HR & Finance automation | Role‑based AI agent descriptions; integrated governance; standardizes agent roles using metadata | Tightly coupled with Workday Illuminate and HR/Finance systems | Emphasizes back‑office automation with a focus on workforce data and compliance |
| ServiceNow | AI Agent Orchestrator / Studio | Enterprise workflow automation (ITSM, HR, support) | Multi‑agent orchestration; no‑code builder; Workflow Data Fabric delivers real‑time enterprise data | Embedded in the ServiceNow platform | Acts as a “control tower” for cross‑functional agent coordination across IT, customer service, and HR workflows |
| Moveworks / Amelia | Moveworks / Amelia | IT & customer support automation | Conversational AI agents handling support tasks (e.g. ticket routing, password resets) | Integrated in IT service and customer support systems | Evolved from chatbot solutions into autonomous support agents that deliver measurable IT and customer service improvements. Acquired by ServiceNow March 2025 |
| SAP | SAP Joule / SAP AI Agents | Enterprise‑wide AI & data governance | Leverages SAP Business Data Cloud; uses SAP Knowledge Graph; low‑code AI Agent Builder | Integrated with SAP ERP and extended enterprise systems | Designed for end‑to‑end process automation—from procurement to order‑to‑cash |
| Adept | Adept AI Agent Platform | General‑purpose AI agent research & automation | Backed by significant funding ($350M+); unicorn valuation; deep investment in foundational AI research | Broad, research‑driven integration potential | Positioned to drive innovation and scale AI agent capabilities across multiple domains |
| OpenAI | OpenAI Agents SDK / Responses API | Developer‑centric custom agent creation | Built‑in web search; file system access; open framework enabling highly tailored agent development | Flexible integration across enterprise systems | Aims to empower developers to build and deploy custom agent environments for diverse application scenarios |
| Deloitte | Zora AI | Domain‑specific digital workers for enterprise | Leverages NVIDIA’s accelerated computing; integrates consulting services; high‑performance agents | Tied to enterprise transformation and consulting engagements | Blends technology and strategic advisory to deliver tailored AI solutions across finance, HR, supply chain, etc. |
| Google (Research) | AI Co‑Scientist | Multi‑agent collaboration for scientific research | Specialized roles (Generation, Reflection, Ranking, etc.); supervisory orchestrator for “team‑like” collaboration | Experimental prototype influencing academic and industry work | Demonstrates how coordinated AI “teams” can tackle complex tasks beyond what a single model can achieve |
| Open Source / Academic | ChatDev / MetaGPT | Multi‑agent software development automation | Role‑based LLM agents (designer, coder, tester, reviewer) using natural language coordination | Open‑source, experimental frameworks with integration potential | Prototypes for end‑to‑end automation of software projects, highlighting best practices of human team coordination |
| IBM | Watson Orchestrate | Enterprise workflow & digital coworker automation | Central orchestrator coordinating AI services and RPA bots; secure, governed automation | Integrates with IBM enterprise systems and legacy applications | Emphasizes compliance, security and seamless integration with existing enterprise tools |
| UiPath | UiPath RPA with GPT Enhancements | Robotic process automation (RPA) with AI reasoning | Incorporates GPT‑based reasoning into RPA workflows; blends scripted bots with intelligent decision making | Widely deployed within the RPA ecosystem and enterprise software | Blurs the line between traditional automation and agent‑driven dynamic responses |
Impact on Salesforce and the Broader Ecosystem
Surge in Specialization
One clear takeaway is the rapid specialization of agentic AI. Rather than generalized assistants, we’re seeing targeted solutions—AI tailored for marketing, ERP, finance, employee experience, or domain-specific processes. For Salesforce, this heightens pressure to demonstrate domain excellence beyond CRM. The industry perceives Agentforce leading in sales automation and customer service, but the competition is gaining mindshare in marketing, service, HR, and financial operations.
Rising Demand for Openness and Extensibility
OpenAI’s Agents SDK underscores a growing demand for open frameworks. Many organizations want the freedom to add or swap out AI capabilities without being locked into a single ecosystem. This call for extensibility echoes across the other announcements, too: Oracle and Adobe allow third-party integrations, while Deloitte shapes entire transformations as part of its consulting approach.
Governance, Trust, and Security
The increased autonomy of AI agents makes governance and compliance top priorities. Each vendor, from Oracle to Deloitte, highlights advanced security controls and human oversight. For Salesforce, continuing to invest in robust guardrail, especially as AI extends deeper into core business processes, will be essential. A single compliance misstep can undermine trust across the entire ecosystem.
DevOps Implications
The influx of new AI agent platforms creates significant DevOps opportunities for Salesforce customers. With each vendor introducing proprietary agent architectures, Salesforce development teams face increasing complexity in integrating these systems into existing deployment pipelines.
This fragmentation has accelerated the rise of “Cognitive DevOps,” a new category of service providers that use AI to commoditize traditional DevOps consulting and admin functions. These specialists offer automated management of deployment pipelines specifically optimized for Salesforce environments with embedded AI capabilities.
For organizations heavily invested in the Salesforce ecosystem, these services present compelling advantages. They reduce reliance on specialized DevOps talent while providing the expertise needed to safely deploy, test, and monitor agent-based systems. Particularly for teams managing complex multi-cloud Salesforce implementations, the ability to automate testing and validation of agent behaviors across production environments could dramatically reduce deployment risks.
The emergence of these specialized providers underscores a broader market shift: as AI agents become central to business operations, the technical infrastructure supporting them requires equal innovation. Salesforce customers now face important decisions about whether to build these capabilities in-house or partner with these new Cognitive DevOps specialists to ensure seamless integration between traditional applications and these emerging agent platforms.
Competitive Pressure on Salesforce
Salesforce enjoys a comfortable lead in cloud-based CRM and integrated business tools. And Agentforce is viewed as the next big leap forward in AI-driven workflows. Now, these combined launches by competitors put Salesforce on notice: from Adobe’s marketing stronghold to Oracle’s ERP muscle, each competitor has carved out a formidable niche. Qualtrics challenges Salesforce’s approach to customer and employee service, while OpenAI and Deloitte bring novel, flexible frameworks that can become the backbone of enterprise automations.
Salesforce’s response might involve doubling down on innovations in multi-cloud integration and domain-centric solutions, ensuring Agentforce remains the go-to platform that customers trust for orchestrating AI-driven processes. Another response would be to leverage the AppExchange and AgentExchange as gateways to a new agent management platform. Additionally, an expanded partner network could help offset specialized offerings from Deloitte and Oracle.
Strategic Horizon
The agentic AI landscape is changing with unprecedented velocity. While Salesforce’s Agentforce led the conversation as recently as last quarter, the ecosystem is suddenly brimming with challengers that offer specialized, integrated, or highly flexible agent solutions. From Adobe’s brand-focused strategy to Qualtrics’ empathic approach, from Oracle’s deep enterprise integration to OpenAI’s open framework, and from Deloitte’s consultative “digital worker” concept—there’s no shortage of ambitious offerings.
For enterprises in the Salesforce ecosystem, these new entrants present both opportunities and questions. Will verticalized agent platforms deliver enough ROI to justify a shift away from Salesforce? Can open frameworks enable more customizable automation strategies without losing the benefits of a unified CRM backbone? Perhaps most significantly, how quickly can Salesforce evolve Agentforce in an environment where the standard for AI-driven workflows rises daily?
What’s clear is that the market is in full swing. Enterprises aren’t passively waiting—they’re actively piloting, deploying, and scaling AI agents. In this highly competitive climate, Salesforce must continue to show leadership, ensuring its customers see Agentforce as not just another AI add-on, but a cutting-edge, reliable, and ever-evolving platform that sits at the center of their digital strategies. We’ll be watching closely to see if Salesforce rises to the challenge—or if newcomers seize the upper hand in an agentic AI world that shows no signs of slowing down.
