Salesforce has announced the acquisition of Apromore, a leader in process intelligence, to enhance its Agentforce platform with real-time process data and drive autonomous enterprise automation.
On 9–10 October 2025, Salesforce announced it had signed a definitive agreement to acquire Apromore, a leading process-intelligence vendor originally spun out from research at the University of Melbourne and the University of Tartu. Apromore specialises in process mining and s...
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imulation, technologies that provide organisations with an end-to-end view of how work genuinely flows across front-, middle-, and back-office systems. The acquisition represents a strategic move by Salesforce to enhance its upcoming Agentforce platform by bridging the gap between theoretical process designs and the often messy realities of enterprise data.
According to Salesforce’s official press release, the deal aims to integrate Apromore’s expertise to give customers a unified, real-time understanding of their business processes across various systems. Steve Fisher, Salesforce’s President and Chief Product Officer, emphasised that acquiring Apromore will deliver the “end-to-end visibility” organisations need to measure, optimise, and automate operations effectively through agentic process automation—the company’s term for autonomous AI-driven process management. Fisher highlighted how this visibility is critical for unlocking substantial operational improvement opportunities.
Apromore’s platform connects directly with enterprise systems, including Salesforce itself, to construct a digital twin that reflects how work truly happens rather than how it is intended to proceed. The software analyses real-world execution against performance indicators, identifies bottlenecks and inefficiencies, and highlights non-compliant process patterns. This comprehensive insight allows organisations to run “what-if” simulations that model alternative workflows, enabling teams to test the impact of process changes before implementation.
This integration is key to the future of Salesforce’s Agentforce—a platform designed to deploy AI agents capable of understanding context, making decisions, and autonomously acting across enterprise applications. A major challenge for AI agents has been the lack of trustworthy, actionable process data. Apromore’s capabilities provide these agents with an interpretable map of workflows drawn from event logs and system interactions, helping AI to learn and optimise more effectively in real time. This positions Salesforce to deepen its competitive foothold against established process-mining leaders such as Celonis and ServiceNow.
The acquisition of Apromore is part of an aggressive acquisition strategy by Salesforce throughout 2024 and 2025 intended to build a comprehensive AI and automation ecosystem. The company has previously acquired several firms that complement its vision for agentic automation and data intelligence. These include Regrello, a platform for converting business data into AI-coordinated workflows; Waii, a natural-language-to-SQL interface enhancing data querying; Bluebirds, an AI-driven prospecting platform; Informatica, a data management powerhouse acquired for around $8 billion; Convergence.ai, which builds adaptive AI agents for complex UI interactions; and Zoomin, which unlocks value from unstructured data. Salesforce’s acquisition spree also involved an acqui-hire of talent from Moonhub, an AI recruiting startup, further strengthening its AI expertise.
GBTEC, Apromore’s first strategic investor, publicly celebrated the acquisition, noting it marked a significant milestone in Apromore’s journey from an academic spin-off to a recognised global enterprise. The partnership with Salesforce is expected to accelerate the integration of Apromore’s process intelligence within Salesforce’s platform and broaden the reach of agentic automation capabilities in enterprises worldwide.
Going forward, Salesforce is assembling a technology stack where trusted data foundations, natural-language querying, AI-driven prospecting, complex workflow automation, and now process intelligence converge. Informatica’s enterprise-grade data management, combined with Waii’s semantic querying and Apromore’s process maps, aim to empower autonomous AI agents under Agentforce to monitor, predict, and optimise business processes across entire customer journeys.
Industry analysts note that by turning event logs and system interactions into actionable workflow maps, Salesforce is addressing one of the core barriers to effective AI automation—opaque, unreliable process data. The integration of Apromore thus marks a critical step in moving towards what Salesforce envisions as the “agentic enterprise,” where AI agents autonomously manage and refine complex enterprise operations with minimal human intervention.
While the acquisition is subject to customary closing conditions and expected to finalize in the fourth quarter of Salesforce’s fiscal year 2026, it signals Salesforce’s unwavering commitment to becoming a leader in AI-powered business automation. The company’s focus on agentic AI, supported by a growing portfolio of complementary technologies, could offer Salesforce customers faster adoption of AI capabilities, reduced operational blind spots, and a potential competitive edge in an evolving digital business landscape. Observers will be keen to monitor how quickly these acquisitions translate into tangible new features and measurable impact in real-world enterprise settings.
Source: Noah Wire Services
