https://gtmxcon.com/news Go-to-market, rewritten weekly. Agentic GTM news from GTMxCON. en-gb Mon, 09 Nov 2026 07:30:00 +0000 https://gtmxcon.com/assets/og/mark-512.pnghttps://gtmxcon.com/news https://gtmxcon.com/news/salesforce-says-agentforce-coworker-passed-185-000-users-as-usage-grew/ https://gtmxcon.com/news/salesforce-says-agentforce-coworker-passed-185-000-users-as-usage-grew/ Mon, 09 Nov 2026 08:30:00 +0100 Salesforce says more than 185,000 people use Agentforce Coworker after a 21x rise in usage in three months, as it adds Teams, desktop and mobile apps. SALESFORCE AGENTFORCE AI COWORKERS ADOPTION https://gtmxcon.com/news/chatgpt-business-signs-up-more-than-12-000-spanish-smes-through-bbva/ https://gtmxcon.com/news/chatgpt-business-signs-up-more-than-12-000-spanish-smes-through-bbva/ Tue, 22 Sep 2026 09:00:00 +0200 BBVA says more than 12,000 Spanish SMEs have joined its offer of two ChatGPT Business licenses for one year, and it has extended the promotion to 31 December 2026 after the strong uptake. FINANCIAL SERVICES SMB OPENAI https://gtmxcon.com/news/hubspot-rebuilds-its-crm-around-agents-with-a-coordinating-agent/ https://gtmxcon.com/news/hubspot-rebuilds-its-crm-around-agents-with-a-coordinating-agent/ Mon, 21 Sep 2026 09:00:00 +0200 HubSpot's Fall '26 Spotlight, unveiled at its UNBOUND conference, centers on a rebuilt Breeze Assistant: instead of picking an agent for each job, users describe what they need and Breeze assigns the right agents to deliver it. HUBSPOT CRM PROSPECTING https://gtmxcon.com/news/ibm-consulting-finds-companies-that-let-ai-agents-sprawl-without/ https://gtmxcon.com/news/ibm-consulting-finds-companies-that-let-ai-agents-sprawl-without/ Sun, 20 Sep 2026 09:00:00 +0200 IBM Consulting's State of Salesforce 2026 report found that "high sprawl" organizations, those adding agents without architectural integration, report 17% lower productivity gains, 19% lower operating profit impact and 22% lower revenue impact than more disciplined peers. IBM CONSULTING GOVERNANCE ORCHESTRATION https://gtmxcon.com/news/naturgy-deploys-a-phone-based-ai-agent-for-home-repair-calls-one/ https://gtmxcon.com/news/naturgy-deploys-a-phone-based-ai-agent-for-home-repair-calls-one/ Sat, 19 Sep 2026 09:00:00 +0200 Naturgy says it has deployed 130 AI use cases across its businesses, and the most visible is Dani, a free voice assistant that helps customers and non-customers fix household breakdowns over the phone. ENERGY VOICE AI SPAIN https://gtmxcon.com/news/siemens-hands-18-000-sellers-an-ai-agent-that-qualifies-every-inbound/ https://gtmxcon.com/news/siemens-hands-18-000-sellers-an-ai-agent-that-qualifies-every-inbound/ Fri, 18 Sep 2026 09:00:00 +0200 Announced at Dreamforce, Siemens now runs Salesforce Agentforce across its inbound pipeline: two AI agents engage and qualify every lead before it reaches any of the company's roughly 18,000 sellers. SALESFORCE AGENTFORCE LEAD QUALIFICATION INDUSTRIAL https://gtmxcon.com/news/lusha-finds-45-of-the-worlds-chief-ai-officers-were-appointed/ https://gtmxcon.com/news/lusha-finds-45-of-the-worlds-chief-ai-officers-were-appointed/ Thu, 17 Sep 2026 09:00:00 +0200 Lusha pulled every Chief AI Officer title in its database and found that 532 of 1,180 have been in the seat since September 2025, or 45.1%. CHIEF AI OFFICER BUYING SIGNALS RESEARCH https://gtmxcon.com/news/iberdrola-puts-close-to-500-ai-agents-to-work-across-its-grids-power/ https://gtmxcon.com/news/iberdrola-puts-close-to-500-ai-agents-to-work-across-its-grids-power/ Wed, 16 Sep 2026 09:00:00 +0200 Iberdrola says it now has close to 500 AI agents, deployed or in active development, covering grid operations, power generation, customer service and corporate functions such as finance, legal and IT. ENERGY SPAIN AGENTIC CX https://gtmxcon.com/news/google-cloud-is-training-1-000-accenture-engineers-to-sit-inside/ https://gtmxcon.com/news/google-cloud-is-training-1-000-accenture-engineers-to-sit-inside/ Tue, 15 Sep 2026 09:00:00 +0200 Accenture and Google Cloud have launched the Accenture Gemini Enterprise Business Group, a joint unit built around a 1,000-person workforce of forward-deployed engineers who will work on-site with clients. GOOGLE CLOUD CONSULTING IMPLEMENTATION https://gtmxcon.com/news/servicenows-crm-ai-specialists-qualify-leads-generate-quotes-and-route/ https://gtmxcon.com/news/servicenows-crm-ai-specialists-qualify-leads-generate-quotes-and-route/ Mon, 14 Sep 2026 09:00:00 +0200 ServiceNow has made its CRM AI specialists available as part of a broader expansion of its Autonomous Workforce, giving revenue and service teams agents that work alongside humans across the customer lifecycle. SERVICENOW CRM GOVERNANCE https://gtmxcon.com/news/santander-targets-more-than-1-billion-in-ai-generated-value-by-2028/ https://gtmxcon.com/news/santander-targets-more-than-1-billion-in-ai-generated-value-by-2028/ Sun, 13 Sep 2026 09:00:00 +0200 Santander's AI-first strategy aims to generate more than €1 billion in business value between 2026 and 2028, combining new revenue sources with cost reduction, after the bank reported €35 million in the first quarter alone. FINANCIAL SERVICES SPAIN AI STRATEGY https://gtmxcon.com/news/salesforce-gives-sales-reps-a-coworker-named-hunter-that-now-builds-60/ https://gtmxcon.com/news/salesforce-gives-sales-reps-a-coworker-named-hunter-that-now-builds-60/ Sat, 12 Sep 2026 09:00:00 +0200 Salesforce has launched seven named, job-ready Agentforce agents, and the one built for outbound sales, Hunter, already builds 60% of the sales pipeline at customer Perk, according to Salesforce. SALESFORCE AGENTFORCE AI SDR OUTBOUND https://gtmxcon.com/news/heydiga-raises-5-5m-to-put-an-ai-receptionist-on-the-phones-of-spanish/ https://gtmxcon.com/news/heydiga-raises-5-5m-to-put-an-ai-receptionist-on-the-phones-of-spanish/ Fri, 11 Sep 2026 09:00:00 +0200 The Barcelona startup's agents handle inbound calls, WhatsApp and chat for around 200 business clients, including dealerships for Audi, Seat and Toyota, the Marco Aldany hair chain and the East Crema Coffee café group, resolving over 78% of conversations without a human. STARTUPS VOICE AI SPAIN https://gtmxcon.com/news/klaviyo-opens-260-mcp-tools-and-490-apis-so-any-outside-ai-agent-can/ https://gtmxcon.com/news/klaviyo-opens-260-mcp-tools-and-490-apis-so-any-outside-ai-agent-can/ Fri, 11 Sep 2026 09:00:00 +0200 Klaviyo calls it headless architecture: it stops assuming a person sits in front of the screen. An agent, whether built on Anthropic's Claude, OpenAI's ChatGPT or elsewhere, can now research a brand's data, build a campaign and put it live without anyone opening Klaviyo's interface. MARTECH MCP GOVERNANCE https://gtmxcon.com/news/salesforce-completes-its-acquisition-of-fin-whose-ai-agent-resolves-76/ https://gtmxcon.com/news/salesforce-completes-its-acquisition-of-fin-whose-ai-agent-resolves-76/ Thu, 10 Sep 2026 09:00:00 +0200 Salesforce has closed its acquisition of Fin, the company formerly known as Intercom, bringing an AI customer service agent with a 76% end-to-end resolution rate into the Agentforce portfolio. SALESFORCE M&A CUSTOMER SUPPORT https://gtmxcon.com/news/mercadona-replaces-eight-years-of-algolia-with-an-in-house-search/ https://gtmxcon.com/news/mercadona-replaces-eight-years-of-algolia-with-an-in-house-search/ Thu, 10 Sep 2026 09:00:00 +0200 Mercadona Tech has replaced Algolia, its search provider of eight years, with an internal engine built using Anthropic's Claude Code, a system that now handles 4.4 million searches a week and drives 30 to 35% of products added to carts. RETAIL SEARCH CLAUDE CODE https://gtmxcon.com/news/google-cloud-gives-deutsche-bank-an-ai-agent-that-shrinks-portfolio/ https://gtmxcon.com/news/google-cloud-gives-deutsche-bank-an-ai-agent-that-shrinks-portfolio/ Wed, 09 Sep 2026 09:00:00 +0200 Deutsche Bank was the design partner for Google Cloud's new Gemini Enterprise for Financial Services, built specifically for regulated banking workflows, and its Financial Research Agent now pulls company data, market signals and performance indicators into a single briefing in under five minutes. FINANCIAL SERVICES GOOGLE CLOUD RISK https://gtmxcon.com/news/telefonica-launches-an-ai-assistant-to-modernize-customer-service/ https://gtmxcon.com/news/telefonica-launches-an-ai-assistant-to-modernize-customer-service/ Wed, 09 Sep 2026 09:00:00 +0200 Telefónica Tech, the operator's technology and cybersecurity unit, has built a new virtual assistant to handle digital customer service for Bizum, Spain's dominant peer-to-peer payment app. PAYMENTS TELEFÓNICA TECH CUSTOMER SERVICE https://gtmxcon.com/news/pandora-hands-60-of-customer-support-to-an-ai-agent-named-gemma/ https://gtmxcon.com/news/pandora-hands-60-of-customer-support-to-an-ai-agent-named-gemma/ Tue, 08 Sep 2026 09:00:00 +0200 Gemma, Pandora's AI concierge built on Salesforce Agentforce, now resolves 60% of routine support requests during peak traffic without a human touching them, and the jewelry brand says customer satisfaction has climbed 10% since launch. AGENTIC CX RETAIL SALESFORCE AGENTFORCE https://gtmxcon.com/news/anthropic-brings-claude-to-amadeus-with-two-new-tools-for-travel/ https://gtmxcon.com/news/anthropic-brings-claude-to-amadeus-with-two-new-tools-for-travel/ Tue, 08 Sep 2026 09:00:00 +0200 Amadeus is building two Claude-based tools for the travel sector: a developer kit for querying flight and destination data inside Claude Code in plain language, and a Cowork plugin that lets travel sellers research, create content and take action in one conversational interface. ANTHROPIC TRAVEL TECH DEVELOPER TOOLS