At Salesforce’s annual Agentforce World Tour Tel Aviv, company executives and Israeli customers described how AI, especially agentic AI, is already changing business operations, customer service, and public-sector work. The event was presented as a showcase for new AI tools and a way to show clients how technology can streamline organizations and strengthen their business.
Ithai Margalit, Salesforce Israel’s regional vice president and business manager, said the goal of the conference was to gather customers, partners, and employees and announce new developments in AI. He said it is meant “to excite the imagination” of clients and show what can be done to improve and reinforce their businesses. Ayelet Eizzen, who leads Salesforce Israel’s public-sector activity, said Agentforce can handle most repetitive requests, freeing employees for harder cases and more complex tasks, while also shortening the time from a customer’s inquiry to its resolution.
Shai Golan, director and head of presales at Salesforce Israel, said he uses AI tools constantly, from anywhere, with access to organizational knowledge. He highlighted Headless 360 as the company’s most significant new feature, saying it lets him connect to any platform and surface data from internal systems wherever he chooses to work. Golan said AI helps him summarize meetings and answer customers, allowing him to focus on “the significant places” that move the business forward.
The article also pointed to real-world deployments. Assuta Medical Center uses a WhatsApp AI agent named “Assi” to handle inquiries, find appointments, and reschedule visits. Tomer Ovadia, Assuta’s digital and technological innovation manager, said the hospital wants to reduce pressure on staff, match patient expectations, and improve availability. Eizzen added that dozens of large organizations and even government bodies have adopted AI agents, including the Finance Ministry, where they prepare case files for investigators dealing with enforcement and construction violations and summarize large volumes of material. Golan said the fastest-growing trend is “vibe coding,” where users describe what they want and AI builds it, and Margalit warned that organizations that do not adopt the technology “will simply be left behind.”
