Salesforce expands Live Nation support & Missionforce

Salesforce has expanded its work with Live Nation and broadened its Missionforce offering for government and defence users. The moves extend Agentforce into a wider consumer deployment and deepen Salesforce's push into public sector AI.

Live Nation is expanding its use of Salesforce software to provide round-the-clock support for fans across its venue websites in the United States. The system, called Venue Agent, answers questions about parking, permitted items, accessible seating and door times.

The rollout follows a festival deployment at BottleRock Napa Valley, where Live Nation introduced an AI guide called Melody through the event app. Fans used it to ask about set times, stage locations and recommendations.

According to figures released by the companies, Melody logged more than 37,000 fan interactions and 17,000 customer service sessions during the 12-day launch window ahead of BottleRock 2026. They said 85% of users received the answer they needed within three responses.

Venue Agent uses a single system across Live Nation venues rather than separate agents for each site. If a query falls outside the system's knowledge or a fan asks for a person, the conversation is passed to staff through Slack.

Live Nation said 95% of questions handled by Venue Agent are now resolved without being passed to a team member.

"The best technology makes the live experience feel easier," said Jon Glickstein, SVP of Enterprise Partnerships, Live Nation Media and Sponsorship. "With Venue Agent, we can give fans fast, reliable answers 24/7, from planning their night to navigating the venue. Bringing that support to our venues across the U.S. means that fans arrive ready to enjoy the show."

Erin Oles, President, Chief Marketing Officer, Salesforce, linked the venue expansion to the earlier festival trial.

"The opportunity with AI is to make experiences people already love even better," said Oles. "Live Nation proved that at BottleRock, deploying Agentforce in under 30 days could help thousands of fans navigate the festival. Now they're building on that success across their venues, giving fans personalised support whenever they need it and making every step of the show a little easier."

Public sector growth

Alongside the Live Nation announcement, Salesforce said its public sector business had become its fastest-growing industry operation at scale, with revenue from defence work up 80% year on year. Missionforce now supports government work in more than 30 countries, 60 U.S. federal agencies, all 15 U.S. Cabinet departments, all 50 states and all six branches of the U.S. military, according to the company.

Missionforce is Salesforce's platform for government users, combining AI tools, applications and data services in environments designed for public sector requirements. Demand has risen as agencies seek to modernise systems while maintaining service levels and handling sensitive information, Salesforce said.

Recent work cited by Salesforce includes a 10-year U.S. Army contract with a ceiling of USD $5.6 billion to expand Missionforce National Security across the Army and Department of War. The company also said U.S. Army Human Resources Command selected the platform to deliver AI-supported HR assistance for 9.2 million soldiers, veterans, civilian staff and military families.

In another example, the U.S. Air Force 441st Vehicle Support Chain Operations Squadron deployed Missionforce National Security to manage sustainment and operations for a fleet valued at USD $13.5 billion, comprising more than 84,000 vehicles across nearly 389 locations. Salesforce said the system replaced a legacy platform prone to outages and has delivered zero mission downtime for about 7,300 personnel.

The U.S. Department of Transportation is also expanding its use of Missionforce, including efforts to bring together more than 10 systems on one platform and introduce AI support for citizen services, grants administration and transport safety. The Transportation Security Administration has deployed an AI agent called Ace to help travellers with airport security questions, handling about 100,000 conversations a month and resolving 96% of routine inquiries without human escalation, according to Salesforce.

OpenAI partnership

Salesforce also announced a new partnership with OpenAI as part of a broader Missionforce expansion. The arrangement is intended to bring OpenAI models into secure government environments through Salesforce Government Cloud and Amazon Bedrock, while Missionforce applications and workflows will also be made available through ChatGPT.

Salesforce is also working with NVIDIA to bring its models and computing systems into Missionforce for customers in sensitive industries that want to train and deploy models on their own data.

New products under the Missionforce banner include a Policy Engine, which Salesforce said can turn approved policy documents into structured rules that remain subject to human review before deployment. It also launched Missionforce Operations for procurement, supplier management and invoice processes, and Missionforce Field Operations & Asset Management for scheduling, work orders and maintenance in remote settings.

Kendall Collins, Chief Executive Officer of Missionforce & Government Cloud, said agencies were looking for AI systems suited to tightly controlled operating environments.

"One year in, the momentum behind Missionforce shows how quickly government agencies are moving from AI ambition to operational deployment," said Collins. "Our defense business is a critically important part of that progress, with trusted data and actionable intelligence essential to readiness and mission success. With new capabilities and partnerships, we're helping agencies equip their people and put AI to work - with the security, accountability, and control their most critical missions demand."

In a separate comment on the expanded Missionforce product set, Collins added: "Government agencies want tailored AI that runs everywhere they operate while staying within the secure environments their missions demand.

"Missionforce enables this at scale, with purpose-built AI that executes the mission and enables agencies to solve their hardest problems while maintaining operational control," said Collins.