Why Salesforce Chose Mexico to Invest US$1bn for AI Agents

Latin America is becoming a region for technology companies expanding AI operations – with firms seeking to tap into local talent pools while serving growing enterprise demand for autonomous agent deployments.

As a result, Salesforce is announcing plans to invest US$1bn in its Mexico operations over five years. 

The company, which develops cloud-based software for sales, service and marketing functions, will use the funds to establish infrastructure supporting deployment of its Agentforce autonomous agent platform across the region.

The investment will fund a new office in Mexico City, establish a Global Delivery Center to provide consulting services and support hiring across Mexico and the broader Latin American market. 

Inside Salesforce’s “Agentic Enterprise” plans

Salesforce describes the initiative as part of efforts to help organisations become what it calls “Agentic Enterprises” – businesses that deploy autonomous AI agents alongside human workers to handle customer service, sales and operational tasks.

The announcement is an expansion of Salesforce’s presence in Mexico, where the company has operated since 2006. 

The firm currently serves clients in the country including theme park operator Xcaret, food manufacturer Grupo Bafar and beverage company FEMSA, working with a network of approximately 1,000 regional partners and resellers.

Marcelo Ebrard, Secretary of Economy for Mexico’s Secretariat of Economy, says: “Salesforce’s commitment to expanding its investment in Mexico highlights the strength of our economy and the exceptional talent we have.” 

The investment, he adds, “will not only create jobs and build AI skills within Mexico but will also position our country as a key consultancy hub for markets across Latin America on AI agents and more.”

Why Mexico?

Salesforce is opening a five-story facility in Mexico City’s Polanco district, located in the Miyana II building with capacity for up to 2,000 employees. 

The office will house a Global Delivery Center that forms part of Salesforce’s professional services division, providing consulting services in English, Spanish and Portuguese to clients across the Americas.

Marc Benioff, Chair and CEO of Salesforce, says: “Mexico is home to some of the world’s most innovative companies and it’s becoming an important hub for enterprises embracing the agentic future.” 

He describes the US$1bn investment as “a commitment to Mexico as a key market for AI-powered growth — supporting the incredible talent, customers and partners who are shaping the next generation of digital leadership across Latin America”.

He adds the company is “accelerating the rise of Agentic Enterprises, with humans and AI agents collaborating to transform industries and drive unprecedented levels of productivity, efficiency and customer success”.

The Global Delivery Center will focus on implementing Agentforce, Salesforce’s platform for building and deploying autonomous agents. 

These agents use large language models (LLMs) to process natural language queries and execute tasks such as responding to customer enquiries, updating records, or generating reports without human intervention for each action.

Success from Agentforce platform adoption

Several regional organisations are beginning to use Agentforce and will access services from the new delivery centre, including Globo, a Brazilian media company, Grupo Falabella, a Chilean retail operator and Protección, a Colombian pensions and investment manager. 

The centre will provide implementation support and ongoing consulting for these deployments.

Phil Sebok, Country Manager for Salesforce Mexico, says: “Agentforce is the catalyst for transformation, helping organisations in Mexico and throughout the region become Agentic Enterprises.” 

The investment, he adds, “sets us up to help companies augment human workforces with agents to create new opportunities, revenue streams and ways of working.”

Salesforce is also committing US$250,000 to Amigos de Filantrofilia, a Mexican non-profit organisation, to support AI education programmes for students. 

The investment forms part of broader workforce development efforts in the region focused on building technical skills related to AI implementation and management.