ANNUAL REPORT » DIGITAL TRANSFORMATION » LEFT FIELD LABS

Problem

At Dreamforce 2025, Salesforce needed to move beyond AI hype and show what its agentic system, Agentforce, actually does. Agentforce is a foundational shift in how businesses operate, but explaining it to thousands of attendees posed a significant communication challenge. Salesforce needed to overcome the “black box” perception of AI and demonstrate tangible, immediate value. The goal was to transform complex, invisible workflows into a relatable experience showing business leaders exactly how AI could support their specific industries and daily tasks.

Solution

Left Field Labs designed and engineered Agentforce City, a massive, physical-digital ecosystem modeled after an American Main Street. Spanning the length of a football field, the activation featured 17 branded environments—including custom storefronts for global brands like Equinox, Lululemon, and PepsiCo. Each space was a working demonstration of the tech: PepsiCo’s bodega tracked inventory in real-time, while Equinox and UChicago Med showcased AI-driven clinical and wellness workflows. Visitors were guided by a 14-foot “Activation Tower” that personalized their journey, allowing them to test hands-on tools like home-design interfaces and AI-generated portraits.

Outcome

Agentforce City transformed a technical concept into a record-breaking brand experience, becoming one of the most visited destinations in Dreamforce history. The activation successfully scaled from six customer stories to seventeen, driving 16,000 digital scans across more than 6,200 visitors—a staggering 1,376% increase in engagement over the previous year. By creating an environment where customer success was something people could walk through and touch, Salesforce provided a clear, believable roadmap for how Agentforce functions in everyday workflows, shifting attendee perception from simple observation to active testing and adoption.