Salesforce's free, one-day UK customer and partner event at ExCeL London, billed on the official site as AIforce World Tour London since the Dreamforce launch of AIforce in September 2026, built around Agentforce, Data 360, Slack and Claude for sales, service, marketing and IT leaders; the latest edition ran on Thursday 15 October 2026 and no later date is announced.
Agentforce World Tour London is the UK stop of Salesforce's global customer roadshow: a free one-day conference and exhibition that Salesforce runs for its customers, prospects and partners at ExCeL London. The official page for 15 October 2026 now calls it AIforce World Tour London and carries the theme "Your biggest AI questions, answered." The day combines an opening keynote, 119 sessions in the registration catalogue (theatre talks, breakouts, workshops, roundtables, hands-on training), a Campground exhibition floor where Salesforce product teams and 18 sponsors staff stands, and a closing networking reception. London has had two editions a year since at least 2025: a June edition (11 June 2025, 18 June 2026) and a later edition that carries Dreamforce announcements to a UK audience (4 December 2025, and 15 October 2026 for the edition documented here). For the sales stack, this is where the CRM of record shows its sales, revenue and service agents to the largest single gathering of Salesforce users in the UK.
Yes: same organiser, same venue, same date, same registration platform. Salesforce's official London event page and FAQ, its global events page and the registration site all use "AIforce World Tour London" for 15 October 2026, while Salesforce's own newsroom was still writing "Agentforce World Tour London" for the same date in September 2026, and the June 2026 edition ran under the Agentforce name. The change follows the launch of AIforce, the interface layer Salesforce announced at Dreamforce on 15 September 2026 (Salesforce Ben, 15 September 2026). The product name Agentforce remains in use for the agents themselves (Agentforce Coworker, Agentforce Revenue Management), and Salesforce's own pages still list the Dubai stop on 14 October 2026 as "Agentforce World Tour Dubai". Earlier branding: the June 2024 edition was Salesforce World Tour London. This fiche keeps the Agentforce name as the event's stable identifier and lists AIforce as the current official title.
The latest edition ran on Thursday 15 October 2026, from 8:00 a.m. to 6:00 p.m. BST; the official page (salesforce.com/uk/events/london) now opens with a thank-you to attendees and on-demand replays (checked 31 October 2026), and no later London date is announced. Before the event, the page and FAQ gave the day as follows (checked 10 October 2026): the timed outline on that page opens registration at 7:30 a.m. It is held at ExCeL London, Royal Victoria Dock, 1 Western Gateway, London E16 1XL, the venue of every London edition found since at least 2024. This is the second London edition of 2026: the first ran on 18 June 2026 at the same venue. Salesforce's global events page and its Europe events page (checked 10 October 2026) both list London on 15 October 2026 between Dubai on 14 October and Lausanne on 20 October. The October date is the UK relay of Dreamforce, which ran 15 to 17 September 2026 in San Francisco.
The event is organised and funded by Salesforce, the CRM and cloud-software company headquartered in San Francisco, through its UK and Ireland business, led by Zahra Bahrololoumi CBE, CEO of Salesforce UKI, who featured in Salesforce's own coverage of the June 2026 edition. No external event agency is named on the official page; registration runs on Salesforce's own platform (reg.salesforce.com). Attendee support goes through worldtoursupport@salesforce.com, per the official FAQ. World Tour stops are one product line among Salesforce's events, alongside Dreamforce (San Francisco, 15 to 17 September 2026), TDX (San Francisco, 10 to 11 March 2027), Connections (Chicago, 19 to 20 May 2027) and Tableau Conference (San Diego, spring 2027), per Salesforce's global events page.
Salesforce's EMEA sponsorship prospectus projects 5,000+ attendees in London on 15 October 2026 (organiser projection, subject to change per the prospectus itself), and reports 4,600+ attendees for London in 2025 (organiser figure, edition not specified), of whom 23 percent were director level or above. Other organiser-side figures: Salesforce's UK newsroom reported 3,500 attendees in a post dated 9 October 2024, and sponsor iMMERSIVE reported over 4,000 attendees for the 4 December 2025 edition (sponsor figure). Salesforce's official FAQ says the event "is well suited to directors and strategic leads in companies across all industries and sizes". The mix is existing Salesforce customers (sales, service, marketing and IT leaders and the admins and developers who run their orgs, whom Salesforce calls Trailblazers), prospects, implementation partners and independent software vendors, and a public-sector contingent: government officials may attend subject to their employer's ethics rules. A head of sales or RevOps lead will find peers at Salesforce customer companies, Salesforce account teams, and the consultancies that implement Sales Cloud, Revenue Cloud and Agentforce.
Five things differ from the June 2026 edition. The name: the official page is now AIforce World Tour London, following the launch at Dreamforce on 15 September 2026 of AIforce, which Salesforce describes as a layer that lets agents work inside Claude, Slack or Lightning instead of in Salesforce's own screens, with three entry points (Claudeforce, Slackforce, Agentforce Coworker) on a Headless Toolkit (Salesforce Ben, 15 September 2026). The keynote: it is titled "Hey AI, Meet the #1 CRM" and runs 10:00 to 11:00 a.m. in the Keynote Room. The catalogue: 119 sessions, with a Claude workshop area (Master Salesforce in Claude, a small-group session repeated every 30 minutes all day) and an Agentforce Coworker workshop area, plus sales sessions such as "How Salesforce Empowers Its Sellers with Claudeforce" and "Generate Pipeline at Scale". The customers: the official page cites companies "like Adecco and Siemens" as examples and the catalogue names Bupa, LGC, Halfords, Monument, TikTok and Fin in session descriptions or titles. The reception: the 5:00 to 6:00 p.m. networking reception in the Campground is credited to OpenText, which is also a Groundbreaker sponsor. Registration also opens earlier on the official outline (7:30 a.m.) and attendees must show government-issued ID to collect a badge (official FAQ).
The official page gives a timed outline for 15 October 2026, marked "agenda is subject to change": registration opens at 7:30 a.m.; sessions, demos and hands-on learning from 9:00 to 10:00 a.m.; the opening keynote from 10:00 to 11:00 a.m., "Hey AI, Meet the #1 CRM", billed as showing "how humans with agents drive customer success together"; lunch from 12:00 to 2:00 p.m.; sessions, demos and networking from 11:30 a.m. to 5:30 p.m. (the last catalogue slot ends at 5:00 p.m.); and a networking reception in the Campground from 5:00 to 6:00 p.m. brought by OpenText. The registration site's session catalogue (checked 10 October 2026) lists 119 sessions across 153 timeslots, since the small-group workshops repeat; 27 slots carry the "Community Speaker" flag. No named speaker list is published: neither the official page nor the catalogue names the keynote presenters. All sessions are first come, first seated, and building an agenda in the mobile app does not reserve a seat (official FAQ).
Catalogue by format, titles as published (one title shortened):
Six formats, defined on the official FAQ, plus the exhibition floor. Main keynote: product announcements with live demos and customer stories, 10:00 to 11:00 a.m. Breakouts: 30-minute deep dives into a product, feature or topic (catalogue slots run 30 to 45 minutes). Theatres: 20-minute talks, tips and how-tos, the largest format with 78 of 153 slots. Hands-on training: expert-led, about 60 minutes in the catalogue, with devices provided or bring-your-own as stated in each abstract. Roundtables: small-group discussion, about 45 minutes. Workshops: 45-minute interactive sessions, plus 20-minute small-group workshops in the Claude and Agentforce Coworker areas that repeat every 30 minutes. The catalogue also carries a Community Networking format (six titles) in the Campground. Rooms: the four theatres, the Salesforce on Salesforce Theatre, the Trailblazer Theatre and the small-group workshop areas are on level 0 in the Campground; roundtable, workshop and hands-on rooms are on level 3; two breakout rooms sit in the Keynote Room. The Campground also holds the sponsor stands. All sessions are first come, first seated.
Not publicly disclosed for 15 October 2026: no after-party, sponsor dinner or community meetup had been announced as of 10 October 2026 on the official page, the registration site or Salesforce Ben's listing for the edition. The only evening programme is Salesforce's own networking reception in the Campground from 5:00 to 6:00 p.m., credited to OpenText, with free food and drinks per the official page. For the 18 June 2026 edition, community media and sponsors announced evening events (a Salesforce Ben afterparty, a consultancy afterparty at a pub at ExCeL), which suggests October announcements will come from sponsors and community sites in the days before the show.
Attendance is free: the official page says "Register for free" and the FAQ states the event is free but "pre-registration is required to gain entry". The FAQ, for attendees who must declare hospitality, values the ticket at approximately £68 per person, an organiser valuation of the food, drink and content rather than a price anyone pays. Registration runs through reg.salesforce.com; registrations for the in-person experience are non-transferable, and government-issued ID must be shown at badge collection. Tea, coffee and light refreshments are served at check-in and the morning break, grab-and-go snacks at lunch, and alcoholic and soft drinks at the closing reception, so budget only for travel. There is no paid tier or VIP pass; the only paid participation is sponsorship.
Not publicly disclosed. There is no call for papers or speaker application on the official page, the FAQ, or the registration site (checked 10 October 2026). Stage time follows three routes visible in the catalogue: Salesforce customers invited by their account team (the catalogue names Bupa, LGC, Halfords, Monument and others), sponsors who receive a session slot with their package (the sponsorship prospectus gives Innovator sponsors a 20-minute breakout and Groundbreaker sponsors a 20-minute theatre session), and Salesforce's own product teams. The catalogue also flags 27 slots as "Community Speaker" sessions, which indicates a route for Trailblazer community members, but no application process is published. A vendor or consultant with no Salesforce customer relationship and no sponsorship has no published route to the stage.
Sponsorship is sold by Salesforce to its partners. The route is Salesforce's sponsorship page (salesforce.com/events/sponsorship/overview), which links the London prospectus and an inquiry form (salesforce.com/events/resources/sponsorship-inquiry); the registration site's sponsor page also carries a "Become a sponsor" button. The London prospectus (an EMEA prospectus for the October and November stops, checked 10 October 2026) prices three tiers before tax: Innovator at £32,000 (2 packages listed), Groundbreaker at £25,000 (8) and Navigator at £18,000 (26), all "by approval" and subject to change. Inclusions: conference passes (16, 10 and 5), lead retrieval devices (4, 3 and 1), a 20 by 20 turnkey booth with a private meeting room for Innovator, a three-sided kiosk for Groundbreaker and a one-sided kiosk for Navigator, a 20-minute breakout session (Innovator) or theatre session (Groundbreaker), a pre-event company list two weeks before the event without personal contact details, and, for the two upper tiers, session and onsite leads plus an opt-in attendee list from two weeks before to one week after. Add-ons include the networking reception (£50,000, one available), lunch sponsorship (£36,000, one available), coffee, popcorn and other food stations (£6,800 to £9,000), a digital giveaway and a push notification (£3,000 to £8,000).
Salesforce's registration site lists 18 sponsors for 15 October 2026 (published roster, checked 10 October 2026). Innovator (1): Google Cloud. Groundbreaker (9): Flexpricer, Gearset, iMMERSIVE, Omnito, OpenText, Plauti, Synechron, TikTok, Vonage. Navigator (8): AutoRABIT, Cloud Protection by WithSecure, Flosum, NTT DATA, PDF Butler, Steadman Brown, Titan, Unaric. OpenText is also credited on the official page with the networking reception. Cyntexa announced on 7 October 2026 that it will take part in the event; it is not in the sponsor roster. For comparison, iMMERSIVE reported being an Innovator sponsor at the 18 June 2026 edition and a headline sponsor in December 2025, so tiers move between editions. The sponsor list includes Salesforce-native tools for revenue (Flexpricer for CPQ and revenue lifecycle, Omnito for messaging and scheduling, Unaric for customer signals) and a social platform (TikTok for Business), which is the mix a sales-stack buyer should expect.
Salesforce customers and would-be customers across industries, which is the point of a vendor roadshow rather than a sector conference. The only breakdown published is Salesforce's own, in its sponsorship prospectus, for London in 2025: Technology 26 percent, Professional Services 17 percent, Financial Services 14 percent, Comms and Media 11 percent, Healthcare and Life Sciences 8 percent, and Manufacturing, Automotive and Energy 7 percent (organiser figures, 4,600+ attendees, 23 percent director level or above). The sponsor roster is consultancies and system integrators (iMMERSIVE, Synechron, NTT DATA), DevOps and data-quality vendors (Gearset, AutoRABIT, Flosum, Plauti), cloud and communications vendors (Google Cloud, OpenText, Vonage) and a recruiter (Steadman Brown). Customer names in the catalogue come from financial services (Monument), health and insurance (Bupa, NHS infrastructure), retail (Halfords) and life sciences (LGC).
Not publicly disclosed as a process. Neither the official page nor the FAQ mentions press registration. Salesforce's media contact is pr@salesforce.com, listed on its newsroom pages; the UK and Ireland newsroom (salesforce.com/uk/news) publishes releases and a live blog from London editions. Since general registration is free and open, a journalist can attend as a delegate; a press badge, keynote seat or executive interview goes through the Salesforce press office by email. Not publicly disclosed: any dedicated press room or press-only hours.
Coverage is dominated by Salesforce itself and its partners. Salesforce's UK newsroom ran a live blog of the 18 June 2026 edition and linked the keynote on Salesforce+; its Dreamforce live page of September 2026 announces the 15 October edition as the next step. The European Technology Network broadcast from the June 2026 Campground. Independent trade press covered the June 2025 edition (Enterprise Times and IT Pro, found in earlier research and not re-checked on 10 October 2026). Salesforce Ben, the largest independent Salesforce community site, lists each London edition and published a practical guide to parties and attractions for June 2026 rather than reporting. Partner and sponsor blogs supply most of the rest (iMMERSIVE, Advanced Communities, Cyntexa). No coverage of the 15 October 2026 edition exists yet beyond listings and sponsor announcements.
Read it in four tiers. Organiser coverage (Salesforce's UK newsroom, Salesforce+): first-hand on what was said, but the vendor reporting its own event; every performance figure in it is Salesforce research or a Salesforce customer's claim. Sponsor and partner blogs (iMMERSIVE, Cyntexa, Advanced Communities): promotional by design, and the source for sponsor tiers and several attendance figures. Community media (Salesforce Ben): independent of Salesforce and useful for logistics, but it does not report attendance or scrutinise announcements. Independent trade press: the only journalist-written accounts found date from June 2025. Attendance is the weak point: figures reported for recent London editions range from 3,500 to 4,600+ in Salesforce's own material, 4,000+ in a sponsor's, and 12,000 (unverifiable information) in earlier sponsor and trade coverage of June 2025; none has been independently counted.
Anyone who is not on Salesforce and is not evaluating it: the programme assumes the platform, and the Campground is a Salesforce partner hall, not a neutral sales-technology market. A head of sales or CRO on HubSpot, Microsoft Dynamics or Pipedrive will get more from a vendor-neutral event (see the calendar entry below). Anyone expecting the keynote to be new: the October edition exists to relay Dreamforce (15 to 17 September 2026), and Salesforce publishes its keynotes and sessions on Salesforce+ (the June 2026 edition is there), so the stage content alone does not justify a day at ExCeL. Vendors seeking to sell into the audience without a Salesforce partnership: sponsorship starts at £18,000 before tax and there is no published speaker route. Anyone who needs a small room: this is a hall show with a projected 5,000+ attendees and first-come, first-seated sessions, so popular talks fill.
Agentforce World Tour London on 15 October 2026 is the CRM-vendor anchor of a dense autumn for sales-technology buyers, and it is free, which changes the arithmetic. It falls four weeks after Dreamforce (15 to 17 September 2026, San Francisco) and in the middle of the analyst and go-to-market season, according to the index's tracked records: Forrester's B2B Forum EMEA in London (28 to 29 September 2026) and Canalys Forums EMEA in Barcelona (6 to 8 October 2026) precede it, TechSolutions in Paris (14 to 15 October 2026) overlaps its week, and the Sales Enablement Summit in Berlin (21 October 2026) follows it. Salesforce's own Europe-wide tour continues with Lausanne on 20 October, Paris on 5 November and Munich on 25 November. For a London-based revenue team, the closest comparisons are the vendor-neutral events later in the quarter: HubSpot GROW Europe, London (17 November 2026), the CRM rival's own showcase; SaaSiest London Executive Edition (19 November 2026); the Chief Revenue Officer Summit London (1 December 2026); SaaStr Europa, London (1 to 2 December 2026); and the Revenue Operations Summit London (2 to 3 December 2026). Sales Summit in Dusseldorf (4 to 5 November 2026) and Web Summit in Lisbon (9 to 12 November 2026) cover the German and pan-European ends of the same season. On the spring side, All4Customer Paris (23 to 25 March 2027), SaaSiest in Malmo (11 to 12 May 2027) and GTM Festival London (16 June 2027) sit closer to the next June edition of the London World Tour, which Salesforce has not yet dated. These dates come from the index's records and were not re-verified against each organiser.
Yes, London is one stop on a global tour. EMEA autumn 2026, per Salesforce's Europe events page and sponsorship prospectus (checked 10 October 2026): Dubai (14 October, Dubai Exhibition Centre, South Hall, still branded Agentforce World Tour Dubai), London (15 October), Lausanne (20 October, SwissTech Convention Center), Paris (5 November, an Essentials edition at Paris Expo Porte de Versailles, invitation only), Madrid (19 November, an Essentials edition at Kinépolis, Pozuelo de Alarcón), Riyadh (24 November, KAFD Conference Center, prospectus only), Munich (25 November, Messe München Halle C6) and Amsterdam (26 November, RAI Amsterdam). The prospectus gives projected attendance of 3,000+ for Dubai, 5,000+ for London, 1,000+ for Lausanne, 1,200 for Paris, 1,500 for Riyadh, 3,000+ for Munich and 2,000+ for Amsterdam. Elsewhere, Salesforce lists Sydney (20 October), Melbourne (27 October), Philadelphia (27 October), Seattle (3 November), Tokyo (18 to 19 November), Los Angeles (1 December), New York City (3 December) and Atlanta (9 December). Separate "Innovation Days" run in Helsinki, Istanbul, Oslo, Milan and Brussels in November. In spring 2026, Salesforce's sponsorship page lists EMEA stops from 1 April (Netherlands) to 18 June (London). London is the only European city with two World Tour editions a year in 2025 (11 June and 4 December) and 2026 (18 June and 15 October).
English, without interpretation: the official page, the FAQ, the catalogue and Salesforce's coverage are in English, and no statement about interpretation or captioning was found (checked 10 October 2026).
Afterward, probably; live, not stated. Salesforce publishes keynotes and selected sessions on Salesforce+, its streaming site: its live blog for the 18 June 2026 edition links the full keynote there, and Dreamforce 2026 sessions (400+) are on demand. The official page for 15 October 2026 says nothing about a livestream or on-demand release, and the registration site offers an in-person registration only; treat the event as in person.
There is nothing to refund because attendance is free; the official FAQ asks registrants who can no longer attend to email worldtoursupport@salesforce.com "in advance", and states that registrations for the in-person experience are non-transferable, so a colleague cannot use your badge and must register separately. The support address for registration problems is worldtoursupport@salesforce.com. No policy on Salesforce cancelling or moving the event is published; the agenda itself is marked "subject to change".
Partly documented. The official FAQ says attendees who need accommodations should send their request to worldtoursupport@salesforce.com; it does not list the provisions Salesforce makes for the event. The venue's own accessibility page (excel.london/accessibility) states that Custom House and Prince Regent stations are step-free, every public entrance has a low-gradient ramp and an automatic door, all floors are level, two Changing Places facilities sit at the east end (level 1) and in the Maritime Suite (level 0), wheelchairs can be hired free subject to availability, there are 40 accessible toilets, and hearing loops are installed at information desks, cloakrooms and security offices. That is ExCeL's general provision, not a statement about this event. ExCeL asks visitors to write to accessibility@excel.london for advice on the best entrance and station for a given event.
ExCeL London is at Royal Victoria Dock, 1 Western Gateway, London E16 1XL, in the Docklands. The official FAQ directs attendees to the DLR (Custom House for the west entrance, Prince Regent for the east entrance, each a walk along the venue boulevard) and to the Elizabeth line (Custom House). For taxis it gives E16 1FR for the east entrance, near Prince Regent station and the Aloft Hotel, and E16 1AA for the west entrance, near the Elizabeth line and the Novotel. Parking is pay and display, first come, first served, with E16 1XL for the car park. Coat and bag check opens after security screening near registration and closes 30 minutes after the event ends; ExCeL's free cloakrooms on level 0 cannot hold electronics or items overnight. On 15 October 2026 registration opens at 7:30 a.m. and the keynote starts at 10:00 a.m.; bring government-issued ID to collect a badge.
Salesforce is the CRM of record for most of the companies a head of sales, CRO or RevOps lead will benchmark against, and this is the one day a year in the UK when the vendor, its implementation partners and a crowd Salesforce projects at 5,000+ are in one hall, for free. The stage will repeat what Dreamforce said four weeks earlier. What the stage does not give you is the 119-session catalogue: sales sessions such as "How Salesforce Transforms Sales in the Agentic Enterprise", "Generate Pipeline at Scale", "Revenue Cloud: One Engine, Every Experience", "How to Migrate from Salesforce CPQ to Revenue Cloud" and the incentive-compensation roundtable are run by the people who build the products, and the 18 sponsors, from Flexpricer's CPQ to Gearset's DevOps, are the consultancies and tools that will quote your implementation, within a hundred metres of each other. For a buyer already on Salesforce, that is a day of due diligence on the vendor's roadmap for the price of a train to Custom House. For a CTO, the AIforce launch is the reason to go: it makes Salesforce data and workflows reachable from Claude and Slack, and the October catalogue is where UK teams show it working.
Every number attached to this event comes from Salesforce or from a company that paid Salesforce to be there. Attendance is the clearest case: Salesforce's own material gives 3,500 for a London edition in a post dated October 2024, 4,600+ for 2025 and a projection of 5,000+ for 15 October 2026, a sponsor reports over 4,000 for December 2025, and a figure of 12,000 (unverifiable information) has circulated for June 2025, so the same hall has been described at three times its organiser-reported size. Free registration widens the gap between registered and present, and no source reports a no-show rate. The £68 ticket value is Salesforce's own valuation for hospitality declarations, not a market price. The AIforce positioning is Salesforce's own framing of a product launched on 15 September 2026, and the session abstracts, including figures such as 90 percent resolution rates or 95 percent gross revenue retention, are vendor and sponsor claims that no third party has audited.
Official event page: salesforce.com/uk/events/london. Official FAQ: salesforce.com/uk/events/london/faq. Registration, session catalogue and sponsor list: reg.salesforce.com (linked from the event page, flow wtlondon26oct). Salesforce UK and Ireland newsroom, which publishes releases and live blogs: salesforce.com/uk/news. Global tour calendar: salesforce.com/events. Sponsorship: salesforce.com/events/sponsorship/overview. Attendee support: worldtoursupport@salesforce.com. Press: pr@salesforce.com. Venue: excel.london. Community listing: salesforceben.com/event/aiforce-world-tour-london.