In February, Salesforce and Google strengthened their decades-long collaboration.
The headlines focused on mutual customers being able to access Google Gemini within Salesforce’s Agentforce platform.
Brands may then build AI agents through Agentforce, leveraging Gemini’s capabilities to process audio, images, and video.
As such, their AI agents become multimodal, increasing the scope for enterprise automation.
After all, agents can perform tasks like capturing serial numbers, identifying product issues, or detecting emotions in voice recordings – alongside various other possibilities.
Interestingly, AI agents may also – via Vertex AI - leverage live insights from Google Search, which may open the door to further use cases.
For instance, marketing teams could create an agent that adjusts content plans based on trending search topics. Meanwhile, sales personnel may develop an agent that unpacks what prospects are “Googling” about the brand. Again, these are just some of the possibilities.
However, while the merging of Agentforce and Gemini is exciting, it is only one part of the revitalized relationship. There are many other significant aspects of this announcement.
Salesforce Is Giving Its Customers More Choice
Adding Gemini to Agentforce gives Salesforce customers more choice in the underlying models they wish to power their AI agents.
Yet, beyond that, Salesforce is showcasing to customers and prospects that – when working with the CRM leader – they’ll have options when it comes to hyperscalers.
That’s according to Rebecca Wetteman, CEO & Principal Analyst at Valoir, who points to how customers can now deploy Salesforce through the Google Cloud marketplace.
"I don’t see Google being a major sales channel for Salesforce through this — they’re typically not selling to the same kinds of buyers," said Wetteman on an episode of CX Today’s Salesforce Update.
But this gives Salesforce an answer for customers who either don’t want to go with AWS or simply want to have a choice when considering hyperscalers moving forward.
To Wetteman’s initial point, both vendors estimate a value of approximately $2.5BN to spring from the partnership over the next seven years.
Given the momentous size of both vendors, that’s not a huge number spread out over that time.
Nevertheless, the announcement is especially significant in terms of Salesforce making positive moves to give customers more choice.
Meanwhile, there are a couple more fascinating threads to pull at.
Tableau, Google Looker, & BigQuery Come Together In One Interface
The Agentforce-Gemini announcement and availability of Salesforce on the Google Cloud Marketplace mark “just the beginning” of the expanded partnership.
Indeed, the vendors teased more announcements throughout 2025.
For starters, they pledged a native Tableau, Looker, and BigQuery integration that will launch later this year.
The move will allow organizations leveraging these platforms to manage and visualize their business data in one UI.
Additionally, the tech giants promise standardized business logic and data definitions.
Given the siloed nature of business intelligence, Michael Fauscette, Founder, CEO & Chief Analyst at Arion Research, believes this could be “really useful” for customers. He noted: