Salesforce is on a European spending spree. The company has committed billions of dollars to expanding its agentic AI capabilities across the continent, with a $1 billion investment in Italy and a $2 billion commitment in France, as it races to cement its position as the dominant force in AI-powered customer relationship management.
What Salesforce is actually building
The $1 billion Italy investment, announced on June 16, spans five years and targets several concrete goals. Salesforce plans to open a new office in Milan, expand its Italian workforce, and accelerate adoption of its Agentforce platform across both enterprise clients and government agencies.
Weeks earlier, on June 1, the company unveiled a $2 billion investment in France running through 2030. That commitment builds on a previous $3.5 billion pledge to the country, bringing Salesforce’s total French exposure to a staggering sum.
The common thread across both deals is Agentforce, Salesforce’s platform for deploying autonomous AI agents that can manage sales pipelines, handle customer service interactions, and automate internal operations. The company has been positioning itself as what it calls the “#1 Agentic CRM.”
