Marc Benioff and Salesforce announced the acquisition of AI customer service platform Fin for $3.6 billion.
Fin deploys AI agents that resolve customer queries across multiple channels — live chat, WhatsApp, SMS, phone calls, and Slack. The platform integrates these communication streams into a single system.
Benioff's strategy is to integrate Fin into Agentforce, Salesforce's enterprise platform where businesses build and deploy custom AI agents to automate tasks. "Fin brings proven agent technology, a deep commitment to customer success, and an incredible AI team," Benioff said in a statement.
The deal closes in late 2027. Fin co-founder and CEO Eoghan McCabe posted on X that operations will remain largely unchanged. "I'll still be CEO, Des will still be running R&D, we'll both still be committed to continuing to lead this category," he wrote.
McCabe highlighted Fin's recent developments: a model called Apex and an internal agent named Operator. Salesforce's backing gives the team additional resources to compete in the enterprise AI market.
"We'll help companies of every size seize this opportunity — accelerating time to value with trusted agents that deliver measurable outcomes at scale." — Marc Benioff, Salesforce CEO
The acquisition signals intensifying competition in enterprise AI. Salesforce is consolidating AI talent and capabilities while competitors develop their strategies.
