February 20, 2026
Salesforce Continues AI Drive with Momentum Acquisition
Salesforce’s latest acquisition is a clear demonstration of its conviction in its AI solutions, most notably Agentforce. With shares sliding over the past year and speculation around valuation intensifying, however, questions remain about whether this aggressive expansion is courageous or foolhardy.
The CRM platform provider has signed a definitive agreement to acquire Momentum for an undisclosed sum, with the deal is expected to be completed in the first quarter of 2027. The move is designed to deepen its ability to capture and analyse conversational data across digital channels. According to Salesforce’s press release, it will enhance how Agentforce 360 and Slackbot process unstructured information, particularly from third party voice and video platforms such as Zoom and Google Meet.
Momentum’s technology focuses on ingesting high fidelity conversational data and feeding those insights directly into automated workflows. As a result, AI agents will be able to understand context more deeply and respond more effectively within customer interactions.
Steve Fisher, President and Chief Product Officer at Salesforce, believes the deal helps the company to achieve its long-term product goals: “Momentum accelerates our roadmap by unlocking the long tail of conversational data and bringing it directly into our platform. This ensures Agentforce 360 and Slackbot can incorporate the true voice of the customer to drive complex, multi-step workflows.”
A String of AI-Focussed Acquisitions
Momentum is not an isolated move. It represents the sixth acquisition Salesforce has made since November, with the chief aim of reinforcing its Agentforce AI platform. In chronological order, these deals include Spindle AI, Doti AI, Informatica, Qualified, Cimulate just last week, and now Momentum. The list goes on, throughout 2025, with the likes of Apromore, Regrello, Bluebirds, and Convergence.ai.
This steady stream of deals signals a deliberate effort to assemble a comprehensive agentic AI infrastructure capable of operating across the full customer experience lifecycle. It is a bold strategy, but it arrives at a sensitive moment.
Salesforce’s share price has declined significantly over the past 12 months, falling again following news of the Momentum acquisition. Investor uncertainty has remained high throughout this period due to unabated fears surrounding workforce disruption linked to automation. There is also scepticism as to whether the company’s push into agentic AI will live up to expectations and recent performance attributed with the technology.
A Pivotal Moment
Salesforce is at a crossroads right now where the giant chasm between its market capitalisation and analyst price targets, i.e. between estimates and reality. This has led to speculation that the company could be an attractive buyout candidate. Salesforce is not alone here. Many CX companies could arguably fall into this category at the moment. Five9, for example, has recently published record AI-driven growth, alongside optimistic analyst forecasts, but with a down-trending share price over the last 12 months.
At the centre of the company’s direction remains Marc Benioff, CEO and co-founder of Salesforce, whose faith in its technological transformation continues to shape its trajectory. Despite market turbulence and two rounds of lay-offs, Benioff has shown no sign of retreating from its AI-driven vision.
Investors will gain further insight into Benioff’s position and broader leadership sentiment at the company’s upcoming earnings call, scheduled for 25 February. Is Salesforce building the foundation of the next generation of customer experience, or testing the limits of investor patience? It could prove to be a pivotal moment in the company’s history.
