Salesforce acquires AI customer research startup Listen Labs
Salesforce has signed a definitive agreement to acquire Listen Labs, an AI platform for automating customer interviews and analysis.
Salesforce announced a definitive agreement to acquire Listen Labs, an AI customer research platform that automates interviews and analysis. The transaction is expected to close in Salesforce’s fiscal fourth quarter of 2027, subject to regulatory approval.
Acquisition details
Salesforce did not disclose financial terms. Listen Labs uses AI to help companies design research, recruit participants, conduct interviews, and analyze responses, with access to a network of more than 50 million research participants and support for more than 120 languages, according to MarTech. The company was founded in 2023 by Alfred Wahlforss and Florian Juengermann. Listen Labs will join Salesforce AI Labs, with Wahlforss remaining CEO and Juengermann remaining CTO.
Planned use of the technology
Salesforce says the acquisition adds a source of customer insight to its AI and CRM products. Listen Labs will complement Marketing Cloud and Service Cloud and provide additional context to its AI agents. The platform also creates digital twins, AI simulations grounded in customer behavior that companies can use to test responses to products, messages, or ideas before further testing with people.
What it means for revenue teams
RevOps and sales ops teams may gain access to qualitative customer research and simulation data inside existing CRM workflows. This integration could allow agents to draw on interview responses and simulated behavior when making recommendations. Teams will need to track whether agents are using direct participant statements or AI-generated estimates when those capabilities become available.
