Singapore – Salesforce, a customer relationship management firm, has unveiled its plans to invest a total of US$1b in Singapore over the next five years.
This strategic investment reinforces the company’s commitment to advancing the country’s digital transformation and Agentforce adoption. It also highlights their support for Singapore’s National AI Strategy 2.0 and the nation’s vision as a driver of global AI innovation.
Said initiative builds upon Singapore’s slow labour force growth, driven by an ageing population and declining birth rates. With this, the company aims to support enterprises in the country in their pursuit to establish limitless digital workforces while also fostering human collaboration with trusted autonomous Agentforce agents.
Following the investment, Salesforce also announced its collaboration with Singapore Airlines, enabling the airline to integrate Agentforce, Einstein in Service Cloud, and Data Cloud into its customer base management system.
“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, revolutionising productivity and enabling every company to scale without limits,” said Marc Benioff, Chair and CEO at Salesforce.
Agentforce offers a solution to expand the workforce efficiently, particularly in key service and public sector roles. Said influence will reshape the nation’s industries, startups, and public sector, driving innovation and efficiency.
According to the firm, the continued investment will not only drive Agentforce innovation through the research hub but also support its expanding customer base in the region.
By next month, the company is set to enhance its Hyperforce platform in Singapore, offering data residency support for Data Cloud, Agentforce, and Unified Marketing Applications (UMA). This move allows businesses to maximise their AI-driven capabilities while complying with critical data regulations.
“Singapore is at the forefront of this shift, and as the world’s largest provider of digital labour through our Agentforce platform, Salesforce is thrilled to expand our work with the business community and our long-time partners in the region to drive innovation, productivity and growth,” Benioff further noted.
Meanwhile, Salesforce’s recent partnership with Singapore Airlines plans to co-develop Artificial Intelligence (AI) solutions for airlines at the Salesforce AI Research hub in Singapore. This initiative provides greater value and additional benefits to the industry.
Singapore Airlines will also leverage Agentforce to streamline its customer service operations, enabling its customer service representatives to focus on providing enhanced and personalised attention in each customer interaction.
On the other hand, Salesforce’s Data Cloud will power Agentforce by combining relevant data together, enabling the AI agents to better support the customer service representatives with personalised advice and solutions for the customers.
SIA will also use Einstein generative AI capabilities featured inside Service Cloud to summarise customers’ previous interactions with the airline. This approach allows them to also provide guidance on assistance, enabling 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.
Goh Choon Phong, chief executive officer at Singapore Airlines, said, “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.”
“Salesforce is a pioneer in agentic AI. Integrating Agentforce, Einstein in Service Cloud, and Data Cloud into SIA’s customer case management system enhances our ability to efficiently assist our customers and marks the first step in our collaboration. Together, we will co-create AI solutions that drive meaningful and impactful change and set new standards for service excellence in the airline industry,” he added.
“The rise of digital labour, powered by autonomous AI agents, is not just reimagining the customer experience — it’s transforming business,” said Benioff.
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 labour platform, we’re bringing humans together with trusted, autonomous AI agents, unlocking new levels of productivity, innovation and growth,” he concluded.
For nearly two decades, Salesforce has already cultivated a dynamic partner ecosystem and a strong customer network in Singapore. In fact, industry leaders including Singapore Airlines, Grab, M1, FairPrice Group, Ocean Network Express, and PRISM+ are harnessing Salesforce AI to optimise operations, transform customer engagement, and unlock new business opportunities.
