Qurable vs Salesforce Agentforce for Marketing: AI agents, governance and measured sales
Resources · Comparison
Salesforce offers AI agents for marketing through Agentforce in Marketing Cloud Next, its agentic marketing platform, according to its website. Qurable is a customer engagement platform with AI agents that decides the offer and the budget, applies them inside the payment and measures sales against a control group.
- 01
What the AI decides
- The message, the offer or the budget
- Against which business metric
- 02
Where it is applied
- In the channel or at purchase
- With measured latency
- 03
How it is measured
- Against a control group
- Every reward in the ledger
- 04
Who approves
- Rules in business terms
- An audit trail for every run
Latin America, live
Fuel, quick-service, retail, airline and payments programs already run on Qurable.
Shell Box, ON by Axion Energy, Mostaza's MostaClub, Grupo Dabra's TRIBU and SKY Plus, among others. Figures come from published cases.
- 550,000Monthly active usersON by Axion Energy
- +1MMembers in the first yearTRIBU, by Grupo Dabra
- 45 daysTo go liveTRIBU, by Grupo Dabra
- 3 countriesIn a single launchMostaClub: Argentina, Uruguay and Paraguay
Key takeaways
- This comparison uses only public data about Salesforce, with source and date.
- Agentforce runs campaigns in your channels; Qurable decides the offer and budget and applies them at purchase.
- At Qurable, every action is measured against a control group and recorded in a ledger.
The comparison
Two platforms with agents, two places where AI decides.
A side-by-side summary. Salesforce data comes from its website, press release and documentation; sources are listed below the table.
| Salesforce Agentforce | Qurable | |
|---|---|---|
| Origin and focus | Agentforce agents in Marketing Cloud Next, "an agentic marketing platform for the entire customer lifecycle," built on the Salesforce Platform, according to its website. | Customer engagement platform with AI agents, founded in 2022, with live programs in more than 6 markets |
| Presence in Latin America | Marketing Cloud is available in AMER, LATAM, EMEA, ANZ, ASEAN and Japan, according to its website. | Named clients in Argentina, Chile, Uruguay, Paraguay, Peru and Panama; sales, product and technical teams in the region |
| Agents | Campaign Creation, Personalization Decisioning, Lead Generation and Lead Management, and Paid Media Optimization, plus the Segment Intelligence tool; Agent Builder for custom agents, according to its 2025 announcement and website. | One expert agent per module (Customer Data, Loyalty, Engagement, Network, Insights and Ledger), coordinated by Qurable Autopilot; agent teams working in parallel; you create an agent by describing it |
| What the AI decides | Personalization Decisioning recommends offers across email, mobile and web using real-time signals; agents choose the next best action and recommend paid media budget changes, according to its website and announcement. | The strategy: which outcome to move (CLV, churn, CAC, frequency, ticket size or margin), with what budget and what expected return; then the offer for each purchase |
| Where it is applied | Email, SMS, mobile, web, paid media and conversations; agents act "in minutes," according to its website. Published latency in milliseconds: Not published. | At purchase: inside the payment authorization, in ~150 ms, at the POS, processor or checkout; and in journeys with AI Journey |
| Data | Data 360, Salesforce's CDP, unifies customer, campaign and revenue signals, including unstructured data such as PDFs and videos; local data residency in 11 cities, according to its website. | One profile per customer with purchases from the store, the app and ecommerce; API, webhooks and MCP server |
| Campaigns | Campaign Creation works with the marketer on the brief, then builds the audience, email and SMS copy and the journey in Flow, according to its announcement. | AI Journey builds journeys from a prompt, with human approval; Mini Apps turn a conversation into a reusable business tool |
| Measurement | Performance monitoring and real-time optimization; Marketing Analytics connects performance and attribution across channels, according to its website. Control-group measurement: Not published. | Every action against a control group; the return can be audited in a double-entry ledger |
| Approvals and governance | Marketers define the strategy and guardrails; human review points in lead generation. The Einstein Trust Layer masks personal data, provides zero data retention at the model provider and keeps an audit trail, according to Salesforce. | Every change arrives with its plan, risk and impact and is approved by a person or a published policy; rules by amount (for example, over USD 10,000 needs two approvers); agents never approve themselves; an audit trail for every run |
| Loyalty | Loyalty Management is a separate product for loyalty and incentive programs; agents generate and deploy personalized promotions from a prompt, according to its website. | Loyalty is one more module: Autopilot works with or without a loyalty program; points and cashback on a double-entry ledger |
| Reporting for the team | Slackbot surfaces performance metrics in a Slack channel, and you can ask questions about the data in plain language, according to its website. | Weekly Briefing every Monday: money at risk, misspent or left uncollected, plus three actions to approve |
| Named customers | Indeed, Fisher & Paykel, General Mills, Indiana Fever and University of Chicago Medicine, among others, according to its website and announcement. | Shell Box, ON by Axion Energy, Mostaza’s MostaClub, TRIBU, SKY Airline, Pomelo, Santander Peru, Banisi and CU Travel |
| Analysts | Leader in the 2025 Gartner Magic Quadrant for Multichannel Marketing Hubs, for the eighth year, and in the 2025 Magic Quadrant for Customer Data Platforms, according to its website. | No analyst evaluation yet |
Sources on Salesforce: Salesforce website, Marketing Cloud (accessed 10/26/2026) · Salesforce website, Marketing Cloud Next (accessed 10/26/2026) · Salesforce website, agentic marketing (accessed 10/26/2026) · Salesforce announcement of Marketing Cloud Next, 06/11/2025 (accessed 10/26/2026) · Salesforce website, Agentforce Marketing real-time capabilities (accessed 10/26/2026) · Salesforce Trailhead, Einstein Trust Layer in Marketing Cloud Next (accessed 10/26/2026) · Salesforce website, analyst reports (accessed 10/26/2026)
Salesforce, Agentforce and Marketing Cloud are trademarks of their owner. This comparison uses public information available as of October 26, 2026. “Not published” means we did not find the data in Salesforce's public sources. If something is out of date, write to us and we will correct it.
When each one fits
The choice depends on what you want the AI to decide.
Agentforce runs campaigns on Salesforce's CRM and channels. Qurable decides the offer and the budget, applies them at purchase and measures incremental sales. The two can be integrated.
The offer belongs at purchase
You want the reward applied at the register, on the card or at checkout, in ~150 ms, not days later.
You want to decide the budget
Autopilot proposes a strategy with a budget and an expected return; your team approves the outcome, budget and caps.
Finance wants incremental sales
Every action is measured against a control group, and the return is recorded in a double-entry ledger.
Risk has to sign off on AI
Approval rules by amount, roles, caps on AI spend and an audit trail for every run.
You want to start with a report
The Weekly Briefing arrives every Monday with the money at risk and three actions to approve.
You want a team in the region
Sales, product and technical teams in Latin America, in your language and time zone.
Your operation already runs on Salesforce
Marketing Cloud Next is built on the Salesforce Platform and Data 360, according to its website.
B2C and B2B campaigns in one place
Agents for campaigns, personalization, lead generation and paid media, according to its announcement.
You want an analyst-rated vendor
Leader in the 2025 Gartner Magic Quadrant for Multichannel Marketing Hubs, according to its website.
Integrate with your CRM
Qurable integrates with Salesforce through its API and webhooks, without replacing what already works.
Ask for live cases
Named ones, in your industry and country, not just logos.
Measure against a control group
So you know how much more each action sold, not just how many messages went out.
By industry
Programs that already run on Qurable.
Named clients in every industry we serve, with the cases we have published.
Fuel retail
Shell Box and ON by Axion Energy
The Shell Box and ON by Axion Energy programs run on Qurable in Argentina.
- Result
- ON: 550,000 monthly active users.
Restaurants and QSR
Mostaza's MostaClub
A program launched in three countries at once, with the reward applied at the register.
- Markets
- Argentina, Uruguay and Paraguay.
Airlines
SKY Plus, by SKY Airline
Points, missions, three tiers and more than 70 partnerships on a single platform.
- Market
- Chile.
Banks and fintechs
Pomelo, Santander Peru and Banisi
Cashback and points decided inside the card authorization. At Pomelo, Qurable works as a white-label platform: clients always operate from Pomelo's console.
- Status
- Live.
Multi-brand retail
TRIBU, by Grupo Dabra
One program for Dexter, Moov and Stock Center, in store and online.
- Result
- More than 1 million members in the first year.
Travel rewards
Credit Union Travel
A white-label travel rewards platform for credit unions, built on Qurable.
- Market
- United States.
How to evaluate
Six questions for any platform with agents.
Use them to compare Qurable, Salesforce or any other customer engagement platform with AI agents in an RFP.
What does the agent decide?
The message, the offer or the budget, and against which business metric.
Who approves, and under what rules?
Amounts, number of approvers and what happens if nobody confirms.
How are incremental sales measured?
Against a control group, with the cost of every action in plain sight.
How much can the AI spend?
Caps per agent and per run, and what happens when it hits the limit.
What if an agent fails?
The sale and the payment should never be blocked.
Is every run logged?
Who launched it, what it read, what it proposed, who decided and what it cost.
AI agents and governance
AI your risk committee can sign off on.
At Qurable, nothing runs without approval from a person or from a policy your team published, within the limits your company sets. And every run is logged.
Approval with business rules
Every change arrives with its plan, risk and expected impact. Agents never approve themselves. For example, anything over USD 10,000 needs two approvers.
AI stays outside the payment
Only approved rules run in the transaction, in ~150 ms. If an agent fails, the payment goes through.
Roles and isolation
Owner, admin, operator and viewer. Full isolation between companies, and connections only to authorized destinations.
Caps on AI spend
Per company, per agent and per run. When an agent hits its cap, it stops and explains why.
Pause and test
Every agent is tested in a sandbox before production. Pause it any time and it picks up where it left off.
Every run, audited
Who launched it, what it read, what it proposed, who decided, what was applied and what it cost.
No orders from a document
External documents and data are read, but they never give an agent orders. Credentials are encrypted per company.
Your data, your policy
Any cloud, shared or dedicated cell, with ISO 27001. API and MCP server to connect your stack.
With Qurable Autopilot
Agents decide the offer. You see what it sold.
Qurable Autopilot reads your business metrics, proposes a strategy with a budget and an expected return, and your team approves it. It works with or without a loyalty program.
Driven by business metrics
CLV, churn, CAC, frequency, ticket size and margin. Your team approves the outcome to move, the budget and the caps.
Explore Qurable AutopilotOne expert agent per module
Customer Data, Loyalty, Engagement with AI Journey, Network, Insights and Ledger. Autopilot coordinates them.
Weekly Briefing, every Monday
Money at risk, misspent or left uncollected, plus three actions to approve.
A report that explains every number
Root cause by segment (tier, store, channel) and the source of every figure. AI explains your numbers; it doesn’t make them up.
The offer, at purchase
Inside the payment authorization, in ~150 ms, at the POS, processor or checkout.
Explore AI JourneyEvery reward in the ledger
Every action is measured against a control group, and the return is audited in a double-entry ledger.
Explore the Loyalty Ledger
Questions
What people ask about Qurable and Salesforce Agentforce.
Short answers for marketing, technology, finance and risk teams.
Salesforce offers Agentforce agents in Marketing Cloud Next to build campaigns, personalize offers across email, mobile and web, generate leads and optimize paid media, according to its website. Qurable is a customer engagement platform with AI agents that decides the offer and the budget, applies them at purchase, inside the payment, in ~150 ms, and measures sales against a control group, with every dollar in a ledger.
It's Salesforce's agentic marketing platform for the entire customer lifecycle, built on the Salesforce Platform and Data 360. Salesforce announced it in June 2025, according to its press release.
It's Qurable's AI agent layer. It reads your business metrics, such as CLV, churn, CAC, frequency, ticket size and margin, and proposes a strategy with a budget and an expected return. Your team approves it and the agents carry it out within policy. It works with or without a loyalty program.
They don't set the strategy. Your team approves the outcome to move, the budget and the caps. Every change arrives with its plan, risk and expected impact, agents never approve themselves, and rules are written in business terms, for example: anything over USD 10,000 needs two approvers.
Every action is tested against a control group: part of the audience doesn't get it, and the difference is the incremental sales. The return can be audited in a double-entry ledger.
The payment goes through. AI works outside the transaction: only approved rules run at payment, in ~150 ms.
Not necessarily. Qurable integrates with your CRM, such as Salesforce, through its API and webhooks. Salesforce can keep running your campaigns while Qurable adds the offer applied at payment and sales measured against a control group.
Loyalty Management is Salesforce's product for loyalty programs; Agentforce is its family of AI agents. We have a separate comparison with Loyalty Management. Qurable Autopilot works with or without a loyalty program.
A report that arrives every Monday with the money at risk, misspent or left uncollected, plus three actions to approve. Every number comes with its source and the root cause by segment, such as tier, store or channel.
Last reviewed
Further reading
Keep reading before you choose a platform.
How Qurable's agents work and how to measure what they do.
- ModuleQurable Autopilot
AI agents that propose a strategy with a budget and run it against a control group.
- ResourceQurable vs Salesforce Loyalty Management
The loyalty program comparison, with public sources.
- ResourceMeasure results
How to measure incremental sales against a control group.
- ModuleAI Journey
Each customer's reward, decided inside the payment in ~150 ms.
Compare against your case.
In a 45-minute technical session we show how Qurable Autopilot proposes, runs and measures a strategy with your metrics.