Salesforce Acquires Listen Labs to Give AI a Better Ear for Customers

Salesforce has signed a definitive agreement to acquire Listen Labs, an AI-powered customer research and human simulation platform, as the CRM giant looks to expand how businesses understand customer behaviour and feedback.

Listen Labs uses AI agents to design research studies, recruit participants, conduct in-depth interviews and synthesise findings. The platform aims to reduce the time required to turn qualitative customer feedback into actionable insights from months to days, while also providing context that can be used by AI agents at scale.

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“Listen Labs has reimagined customer experience, market research, and customer simulation with AI agents that can conduct meaningful research and uncover context behind customer and user feedback. We look forward to expanding access to these agentic capabilities through Salesforce, helping more companies and governments make faster, better-informed decisions that deliver exceptional customer experiences,” said Aman Naimat, Salesforce President, AI Labs.

The acquisition will complement Salesforce’s Marketing Cloud, Service Cloud and broader AI portfolio. The company said Listen Labs will help businesses move beyond traditional surveys and market research by allowing them to understand not only what customers think, but also why they behave in certain ways and how they may respond to future products or decisions.

“Companies have always wanted to hear from every customer, but until now it was only possible to talk to a handful. With AI, a company can now have thousands of real conversations at once and even simulate how customers will respond before making a move. Together with Salesforce, we’ll put that understanding at the heart of every decision,” said Alfred Wahlforss, Listen Labs Co-Founder & CEO.

Listen Labs says its AI agents can draw on a global network of more than 50 million participants and conduct interviews in over 120 languages.

Its digital twins can also simulate customer responses based on real behavioural data, helping companies test products, messages and ideas before wider market or customer testing.

The transaction is expected to close in the fourth quarter of Salesforce’s fiscal year 2027, subject to customary closing conditions and regulatory clearance.

Earlier this year, Salesforce announced that it has signed a definitive agreement to acquire m3ter, a metering and rating platform designed for consumption-based monetisation.

The acquisition will bring advanced metering, rating, and mediation capabilities into Agentforce Revenue Management, enabling enterprises to launch, manage, and scale flexible usage-based and outcome-based pricing models.

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