Salesforce makes Piper and Hunter agents generally available to marketing teams
Salesforce released marketing agents including Piper from Qualified and the Hunter prospecting agent as generally available, with Content and Marketing Goals agents in pilot.
By Cora Whitley, GTM AI Analyst, Chief of Staff
Image: Salesforce press materials, from the announcement
At its Connections event in June 2026, Salesforce announced a set of AI agents for marketing and sales teams. Piper, the AI SDR agent from Qualified, identifies and qualifies website visitors in real time and routes prospects to sales. Hunter, a new Prospecting Agent, identifies prospects based on buyer intent, starts outreach and runs email nurture sequences. Both were generally available at announcement. Agentforce Content Agent, which generates and localizes omnichannel content, and Agentforce Marketing Goals Agent, which builds and optimizes campaigns within marketer-defined goals, budgets and guardrails, entered pilot. Salesforce also exposed campaign management as MCP tools usable from Slack.
The details
- Availability: Piper and Hunter generally available now, campaign management in Slack via MCP generally available in June 2026, Content Agent and Marketing Goals Agent in pilot.
- Content Agent generates emails, mobile messages, SMS, RCS conversations and promotional experiences, with localization in the same workflow.
- Marketing Goals Agent takes goals, budgets, guardrails and autonomy limits, then selects content, channel, audience and timing.
- Through MCP, marketers can request segments, create campaigns, update journeys and ask about performance from interfaces such as Slack.
- Customer claims include Rawlings reporting 75% faster campaign creation and Emplifi reporting about 20% fewer lead qualifying reps with more than 22% higher opportunity creation.
- The post references Salesforce's agreement that week to acquire Contentful as a content layer for Headless 360.
Context
This release preceded Salesforce's Dreamforce 2026 agent announcements, which our coverage reported on September 28 and which featured Piper and Hunter again. In between, Salesforce introduced Core, Advanced and Max editions with bundled Agentforce and unveiled AIforce and the Koa reasoning model in September. The MCP campaign tools tie to Headless 360, the platform-as-API approach Salesforce introduced earlier in 2026.
Not disclosed
- Pricing for Piper, Hunter or the pilot agents
- General availability dates for Content Agent and Marketing Goals Agent
- Which Marketing Cloud editions include the agents
- Volume or usage limits on Hunter outreach
- Vendor
- Salesforce
- Category
- CRM & Marketing Automation
- Announcement type
- AI launch
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