The next era of service transformation isn’t about choosing the right AI tool — it’s about integrating the best of both worlds: Salesforce’s customer-first platform and Google’s AI-first infrastructure.
The AI Choice That Isn’t a Choice Anymore
We’re entering a new age of service transformation — one where you no longer have to choose between enterprise trust and cutting-edge intelligence. Thanks to the Salesforce + Google partnership, businesses now have an unprecedented opportunity to combine Salesforce’s deep service and data orchestration with Google’s generative AI, voice, and reasoning infrastructure.
This isn’t just a feature integration. It’s a fundamental shift in how service is designed, delivered, and scaled — through AI agents, autonomous decisions, a connected colleague experience, and real-time, multi-modal intelligence.
From Automation to Intelligence: A New Operating Model
To understand how this changes the service landscape, consider the six foundational shifts enabled by Salesforce + Google:
From Workflows to Agents: Unlocking the Dual Intelligence Layer
The traditional service model relied on workflows and scripted automations — predictable, linear, and often limited in context. With Agentforce, Atlas (reasoning layer), Vertex AI, and Google Gemini, service agents don’t just follow a process — they learn, adapt, and act autonomously.
- Agentforce provides Salesforce-native memory, task orchestration, and secure access to Customer 360 data.
- Atlas enables contextual reasoning and dynamic action planning.
- Vertex AI + Gemini power deep multi-modal understanding, grounding, and external knowledge.
Agents now:
- Perceive voice, image, and text inputs
- Reason across customer journeys
- Act across channels, independently or with human collaboration
"Service agents no longer follow scripts — they follow goals."
From Data Pipelines to Dynamic Reasoning: A Unified AI Data Fabric
Legacy pipelines are being replaced by an intelligent, real-time data fabric powered by Salesforce Data Cloud and Google Cloud’s data platform.
- Salesforce Data Cloud provides trusted customer context, zero-copy architecture, and streaming activation for Agentforce agents.
- Vertex AI brings large-scale reasoning, open-world grounding, and multi-modal input interpretation.
Together, they:
- Turn CRM data into live agent memory
- Ground actions in real-world signals
- Enable personalised, contextual responses at scale
From Channel Fragmentation to Conversational Ecosystems
With Google Gemini’s advanced voice intelligence, voice is re-emerging as a dominant channel — replacing legacy IVRs, apps, and forms.
- Customers interact naturally through real-time, multilingual voice.
- Gemini agents resolve, escalate, or collaborate with humans.
Salesforce’s unified colleague experience brings:
- Agent assist and contextual handoffs
- Slack-powered collaboration
- Real-time visibility into customer journeys
The result is a conversational service ecosystem that’s channel-fluid, adaptive, and human-compatible.
From Siloed Scripts to Intelligent Execution Layers
Automation is no longer hidden in back-end code. With Salesforce and Google, it's surfaced, composable, and designed for business and technical users alike.
- Salesforce OmniStudio enables declarative, event-driven automation embedded in Customer 360.
- Industry service actions bring no-code execution to key vertical processes (e.g., claims, onboarding).
- Vertex AI enables custom, developer-led workflows: document parsing, model-tuned decisions, and API-first actions.
One execution model, two layers: Salesforce for business-ready orchestration; Google for custom, AI-native logic.
From Incremental Automation to Agentic Value
This is no longer about speeding up what already exists. It’s about unlocking:
- Zero-touch resolutions
- Proactive escalations
- New AI-first use cases that weren’t feasible before
Together, Agentforce and Vertex allow businesses to scale service without scaling cost — while increasing personalisation, accuracy, and learning over time.
From Job Elimination to Role Evolution
AI doesn’t replace people. It transforms their purpose.
- Routine and operational tasks are offloaded to AI agents.
- Colleague roles evolve to focus on what humans do best: moments that demand empathy, creativity, judgement, or trust.
- Service professionals are empowered to show up where it matters most: in complex, high-stakes, or deeply human scenarios.
Meanwhile, businesses can scale with confidence by building a digital workforce around them:
- AI agents execute high-volume, cross-channel interactions
- Personalised digital roles emerge, such as a virtual onboarding concierge or a 24/7 personal health assistant
- Service becomes more accessible, scalable, and high impact
This is about human-AI partnership at scale — empowering people to lead in the moments that matter, while AI does what was never possible before.
OSF in Action: AAG’s Trailblazing AI-First Transformation
AI-led service transformation isn’t just a concept—it’s happening now, and some organizations are already setting the pace. One such trailblazer is Asset Alliance Group (AAG), a financial services and fleet management leader that’s reimagining how it engages customers and manages assets.
With Salesforce and OSF, AAG is building a future-ready operation that doesn’t just respond to change—it anticipates and orchestrates it. From optimizing vehicle performance with advanced telemetry to enabling real-time decision-making, this transformation is unlocking smarter, more sustainable outcomes. But what makes AAG’s journey especially relevant is how it began—with a commitment to think AI-first, not AI-later.
“We’re not simply enhancing our technology—we’re fundamentally redefining how we manage assets and engage with customers using Salesforce. This approach enables sustained growth, operational excellence, and a clear path towards our net-zero objectives.”
— Amanda Figg, Chief Transformation Officer, Asset Alliance Group
As organizations across industries explore how to move from AI experimentation to enterprise-scale transformation, AAG offers a powerful proof point: with the right architecture, leadership, and mindset, the future of service can start now—and scale fast.
OSF: Your Navigator for the AI-First Ecosystem
We help organisations navigate and operationalise the Salesforce + Google opportunity through structured, outcome-led programmes tailored to your stage of transformation:
- Vision & Value Lab: Inspire alignment at the top. Cut through complexity, shape your AI-first ambition, prioritise high-impact use cases, and define clear value anchors and entry points.
- Transformation Design & Mobilisation: Co-design your future-state architecture, operating model, and agent strategy. Build confidence to execute with a clear, measurable roadmap to business value.
- AI Lab: Redesign service and operations around AI-first principles. Inject agentic capabilities, channel intelligence, and automation into priority journeys to rapidly unlock impact.
The Bottom Line
This isn’t Salesforce vs Google. It’s Salesforce + Google — reimagined together for the future of service.
You no longer have to choose between:
- Workflow automation and agentic intelligence
- Customer-centric data and global-scale reasoning
- Enterprise-grade orchestration and developer-first AI logic
- Colleague empowerment and operational scale
- Point solutions and integrated ecosystem
This partnership enables you to shift:
- From workflows to autonomous agents
- From pipelines to real-time, dynamic reasoning
- From fragmented channels to fluid, voice-led conversations
- From back-end scripts to visible, adaptable execution
- From cost-saving automation to AI-generated value
- From job displacement to human-AI collaboration
OSF helps you navigate, design, and scale this new model — delivering AI-first service, powered by the best of both worlds.
Let’s build what’s next. Together.
Book a discovery session to explore what’s possible.
