Dreamforce 2026在旧金山Moscone Center举办，以体验设计让参会者可感知AI与agentic enterprise

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Transparent LED screens displayed content while keeping the show floor open.Photo: Courtesy Left Field Labs

SAN FRANCISCO—Salesforce's annual flagship conference, Dreamforce, took place at the Moscone Center Sept. 15–17, with a heavy focus on the shift toward agentic enterprise and AI amid calls for a slowdown in the tech’s developments.

This was the software company's 24th year in San Francisco and its second as part of a three-year contract that keeps the conference in the city through 2027.

On the main expo floor, known as the "Campground," attendees could explore live product demos and engage with independent software vendors. Photo: Courtesy Left Field Labs

Headline speakers included the CEOs of leading AI companies like OpenAI, Anthropic, and Nvidia. Salesforce CEO Mark Benioff began the three-day conference with a keynote speech.

Earlier this month, Anthropic CEO Dario Amodei published an essay warning of the risks of unbridled AI advances. He repeated his concerns during a panel discussion with Benioff and was followed by Nvidia CEO Jensen Huang. In addition to the speakers, the conference hosted over 1,400 expert-led sessions, breakout presentations, and hands-on workshops.

Despite the warnings, the conference also highlighted the benefits of AI, showcasing how customers and different industries are using it, along with Salesforce, to build their businesses.

Within the "Campground,” which refers to the main expo floor where attendees explore live product demos and engage with independent software vendors, a massive installation showcased how top brands—including Southwest, Live Nation, Crocs, and L'Oréal—are solving real business problems using AI agents.

Oversize jibbitz adorned the walls at the Crocs vignette, where attendees could learn about Rivet, a retail AI superagent built by Crocs in partnership with Rosetree and Salesforce Agentforce to scale and streamline shopping and customer service. Photo: Courtesy Left Field Labs

Spanning roughly three football fields, this year's experience was built on the innovations from Agentforce City in 2025, anchored by four key zones. (Agentforce is an autonomous AI agent platform built natively on the Salesforce platform.)

With a new chief marketing officer at Salesforce, Erin Oles, in place, experiential partner Left Field Labs (LFL) acknowledged that there was a shift in how the company’s technology was presented at this year’s Dreamforce.

Chloe Raison, executive vice president of business operations at LFL, explained that Oles wanted the space to convey the impact of agentic enterprise, along with Salesforce customer stories, creating a "wow" moment.

“How do you do that without building walls?” Raison said. “It’s tricky when you want to be able to show content.”

The solution? Transparent LED screens. Four curved walls displayed content, while still allowing a sightline through the space.

LFL’s chief experience officer Yann Caloghiris said the goal has always been to make the tech “approachable, make it fun, and make it tangible."

Building on the premise that the best way to showcase the promise of agentic enterprise is to show the platform working in a real-time city, LFL once again created a Main Street-esque setting that showcased 21 customer stories (up from 17), marrying the brands' messaging with Salesforce solutions.

The Main Street concept allowed attendees to see the tools from a customer's perspective, Caloghiris explained, whether that was by visiting a hotel, a retail store, or even an airline. This glimpse into the back end created an “unlock moment,” he said. “This isn't just a beautiful keynote and some eye-catching headlines. There's something tangible.”

Raison explained that the intention wasn’t for attendees to visit every single one of the 21 customer experiences, but to create a floor plan that allowed “people to be able to explore without being overwhelmed.”

The Command Center showcased live agents driving real outcomes; faster, autonomous case resolution; and measurable productivity gains across marketing, commerce, and IT. Photo: Courtesy Left Field Labs

To highlight Salesforce’s agentic enterprise capabilities even further, LFL built three vignettes: The Command Center showcased live agents driving real outcomes; faster, autonomous case resolution; and measurable productivity gains across marketing, commerce, and IT, plus agents were independently booking meetings and nurturing prospects for sales.

The Agent Discoverer allowed attendees to either explore a library of ready-made agents or build their own from the ground up, defining its tasks, role, and personality, that they could use in their actual jobs.

And AIforce embedded Agentforce directly inside everyday tools like Claude, Gemini, Teams, and Slack, letting attendees run real workflows natively.

A glowing icon hung above the Slack experience where attendees could get one-on-one customer demos. Photo: Courtesy Left Field Labs

Left Field Labs also brought the Slack experience from Salesforce Connections (the focused conference dedicated to marketing, commerce, and customer experience professionals) to Dreamforce 2026, with a zone that featured a main demo theater, one-on-one customer demos, and a game table demonstrating how Slack can support even the most recreational endeavors.

For the first time, the experience extended beyond the convention center with two activations—one sponsored by FIFA, one by the International Chess Federation or World Chess Federation (which is commonly referred to by its French acronym FIDE)—located on Howard Street.

LFL used pressure-sensitive flooring along the wall to create this shootout challenge. Photo: Courtesy Left Field Labs

In the FIFA zone, attendees could engage in a shootout challenge and create generated AI fan avatars styled after their favorite players. In the FIDE zone, a "Grandmaster Garden" invited attendees to face off against each other before eventually playing against a grandmaster.

As for the controversies surrounding AI, Caloghiris said it’s an ongoing issue that needs to be addressed on the experiential side in order to establish user trust.

”How do you bring them into the fold where appropriate, have the conversation, and then have the proof points? Because it's a transition that's transforming every sector in some capacity," he said. "I think the brands that do it best are those that don't try and gloss over it but try and tackle it head on."

Keep scrolling to see more from Dreamforce 2026...

This year's experience was built on the innovations from the 2025 conference, which focused on agentic enterprise. Photo: Courtesy Left Field Labs

A Main Street-esque setting showcased 21 customer stories. Photo: Courtesy Left Field Labs

The Live Nation vignette featured a marquee sign to evoke the feeling of entering one of its venues. Photo: Courtesy Left Field Labs

Attendees could build their own agents from the ground up, defining its tasks, role, and personality. Photo: Courtesy Left Field Labs

Kiehl's and its parent company L'Oréal were also on site. Photo: Courtesy Left Field Labs

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