Salesforce to acquire AI research platform Listen Labs

Salesforce has entered into a definitive agreement to acquire Listen Labs, an artificial intelligence-based customer research platform designed to simulate customer behavior. The acquisition aims to accelerate the speed of market research, reducing the time required to collect and interpret consumer feedback from months to just a few days.

Listen Labs utilizes AI agents to design studies, conduct in-depth research, and synthesize results, automating the entire feedback analysis process. Beyond traditional surveys, the technology allows companies to predict consumer behaviors through simulations. This capability is intended to help businesses transform consumer insights into concrete actions to improve products and services.

The platform will be integrated into Salesforce’s existing ecosystem, including Marketing Cloud and Service Cloud. Alfred Wahlforss, CEO and co-founder of Listen Labs, stated that AI enables companies to conduct thousands of simulated conversations to understand reactions before taking action. The transaction is expected to close by the fourth quarter of Salesforce’s 2027 fiscal year, subject to regulatory approvals.