Salesforce to invest US$1 billion in Singapore over five years

Apart from investing in Agentforce, customer success and workforce development, Salesforce will also be collaborating with Singapore Airlines on AI-powered service applications

Salesforce plans to invest US$1 billion in Singapore over the next five years, affirming a strong commitment to accelerate the nation’s digital transformation and Agentforce adoption. The world’s top AI CRM sees Singapore as an important growth market for its business, especially with organizations embracing the digital labor platform to unlock new opportunities.

Agentforce will be used to build and deploy agents that can reason, decide, act and drive meaningful outcomes. Salesforce also recently unveiled Agentforce 2.0, an updated version that features a new library of pre-built skills and workflow integrations for rapid customization, as well as the ability to deploy Agentforce in Slack, and advancements in agentic reasoning and retrieval augmented generation (RAG).

According to Salesforce, the investment will help support Singapore enterprises as they build limitless digital workforces, bringing humans together with trusted autonomous Agentforce agents to unlock new levels of productivity, innovation, and growth. Singapore has been dealing with a slowing growth rate of the labor force, contributed by an aging population and declining birth rates.

Agentforce is expected to deliver Singapore an opportunity to rapidly expand its labor force in many key service and public sector roles. The investment also underscores Salesforce’s support for Singapore’s National AI Strategy 2.0 and the nation’s vision as a driver of global AI innovation.

"We are in an incredible new era of digital labor where every business will be transformed by autonomous agents that augment the work of humans, revolutionizing productivity and enabling every company to scale without limits,” said Marc Benioff, Chair and CEO, Salesforce.

“Singapore is at the forefront of this shift, and as the world’s largest provider of digital labor through our Agentforce platform, Salesforce is thrilled to expand our work with the business community and our longtime partners in the region to drive innovation, productivity and growth,” added Benioff.

Jermaine Loy, Managing Director of the Singapore Economic Development Board welcomed Salesforce's investment stating it will boost the country’s ongoing efforts to build a vibrant hub for AI innovation and adoption across the economy.

“Salesforce's initiatives in AI research and workforce development will strengthen our ecosystem by catalyzing innovation for key industries and corporates based in Singapore,” said Loy.

With a presence of nearly two decades in Singapore, Salesforce has established a thriving customer base and partner ecosystem in the region. Customers of all sizes, including industry leaders like Singapore Airlines, Grab, M1, FairPrice Group, Ocean Network Express and PRISM+ are using Salesforce AI technologies to drive efficiency, enhance customer experiences, and unlock new revenue streams.

Partnership with Singapore Airlines

Apart from the US$1 billion investment, Salesforce also announced that Singapore Airlines will be incorporating Agentforce, Einstein in Service Cloud, and Data Cloud into its customer case management system, enabling it to deliver more consistent and personalized service to its customers. Both companies also plan to co-develop AI solutions for airlines at the Salesforce AI Research hub in Singapore, aiming to provide greater value and additional benefits to the industry.

Specifically, SIA will utilize Agentforce to streamline its customer service operations, allowing its customer service representatives to focus on providing enhanced and personalized attention in each customer interaction. SIA will also leverage Einstein GenAI capabilities featured inside Service Cloud to summarize customers’ previous interactions with the Airline. Not only can Einstein GenAI capabilities provide guidance on assistance, it also enables customer service representatives to better understand and anticipate customer needs and tailor solutions. This will reduce average response times, facilitating more efficient and proactive customer service.

“As the world’s leading digital airline, Singapore Airlines is committed to investing in and leveraging the relevant technologies to enhance customer experiences, improve operational efficiencies, drive revenue generation, and boost employee productivity. The SIA Group has been an early adopter of Generative AI solutions, developing over 250 use cases over the last 18 months and implementing around 50 initiatives across our end-to-end operations,” commented Goh Choon Phong, Chief Executive Officer, Singapore Airlines.

“We’re thrilled to partner with Singapore Airlines, a trailblazer in this AI revolution, to elevate their already outstanding customer service to unprecedented heights, augment their employees and collaborate on groundbreaking AI solutions for the airline industry. With our deeply unified digital labor platform, we’re bringing humans together with trusted, autonomous AI agents, unlocking new levels of productivity, innovation and growth,” added Benioff.

To ensure data residency requirements are met, Salesforce will be expanding its services on Hyperforce in Singapore to provide data residency for Data Cloud, Agentforce, and Unified Marketing Applications (UMA) by next month. Hyperforce is Salesforce’s trusted next-generation platform architecture and was first introduced in the country in 2021.

Hyperforce will empower Singapore businesses to capitalize on Agentforce and data offerings while adhering to local data residency regulations, an imperative for regional and global organizations in regulated industries such as the government, financial services or telecommunications.