Salesforce acquires Contentful in headless content management play

Salesforce said it will acquire Content, a well-known headless content management system provider.

The move gives Salesforce a composable content platform that can be used across its portfolio and enable personalized digital experiences. Contentful has 4,800 brands as customers.

Salesforce has championed headless deployments as it aims to pivot away from clouds by function to agentic AI powered by Agentforce.

Terms of the deal weren't disclosed.

In a statement, Salesforce said it will add Contentful to its Salesforce Headless 360 offering. Contentful will become the content layer for Salesforce and ultimately leverage Data 360 and Agentforce. Jujhar Singh, President, C360 Applications & Industries, Salesforce, said Contentful will add "a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalized experiences across every channel."

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According to Salesforce, Contentful will be integrated across Customer 360 and preserve the platform for developers and digital teams use. Once integrated, Contentful will be accessible to Agentforce and AI agents will be able to query, assemble and deliver content.

The deal is expected to close in the third quarter.

Contentful's platform

Contentful is primarily a headless content management system, but has added AI actions to automate and streamline workflows and analytics.

The company also enables audience segmentation, real-time experiments, data connections and localization.

Contentful had a free tier for its platform, a Lite plan that went for $300 a month and Premium offering for enterprises with customization tools and unlimited API calls. Contentful also had Personalization, AI Actions and Studio add ons for Premium plans.

With Contentful, Salesforce will get 47,000 supported websites, 180 billion API calls a month and a community of 550,000 members.