---
title: "Natalia Escobedo: Salesforce Iberia in the age of AI agents — Marsanne Studio AI watch"
description: "Salesforce says it has more than 40 Spanish customers with AI agents in production, with efficiency gains of 20 to 30%."
url: "https://marsanne.studio/en/ai-watch/natalia-escobedo-salesforce-iberia-in-the-age-of-ai-e41eec/"
lang: "en"
---

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Interview · 21 September 2026

# Natalia Escobedo: Salesforce Iberia in the age of AI agents

Original title, in Spanish: “Natalia Escobedo: Salesforce Iberia ante la era de los agentes de IA”

**Publication**

La Ecuación Digital (Spain)

**Author**

Unsigned

**Published on**

21 September 2026 · read in the date shown on the page · updated on 21 September 2026

## Summary

In an interview with La Ecuación Digital during Dreamforce 2026, Natalia Escobedo, the new managing director of Salesforce Iberia after eleven years at Microsoft, describes the adoption of AI agents in Spain and Portugal. According to Salesforce, more than 40 Spanish customers already have agent projects in production, across a range of industries (banking, retail, energy, healthcare, education, public administrations). Marco Hernansanz, Salesforce's Southern Europe director, mentions efficiency gains of around 20 to 30% on some processes in production, geared, in his words, towards growth and the redeployment of employees rather than job cuts. Escobedo identifies training, data governance and process organisation as the main obstacles to scaling up.

Summary based on the full text of the article.

[Read the article on La Ecuación Digital →](https://www.laecuaciondigital.com/tecnologias/inteligencia-artificial/natalia-escobedo-salesforce-iberia-agentes-ia/)

## Figures cited

-   40 companies
    
    Number of Spanish Salesforce customers with AI agent projects in production
    
    Spain, Salesforce customers
    
    > « Salesforce cifra en más de 40 los clientes españoles que ya tienen proyectos de agentes en producción, además de otros que todavía trabajan en pilotos. »
    
    Source: Salesforce
    
-   20 %
    
    Efficiency gains observed on some processes in production with AI agents
    
    Processes in production at Salesforce customers, country not specified
    
    > « Hernansanz sostiene que en determinados procesos que ya funcionan en producción están observando eficiencias de alrededor del 20% y, en algunos casos, próximas al 30%. »
    
    Source: Salesforce
    
-   30 %
    
    Maximum efficiency gains observed in some cases
    
    Processes in production at Salesforce customers, country not specified
    
    > « Hernansanz sostiene que en determinados procesos que ya funcionan en producción están observando eficiencias de alrededor del 20% y, en algunos casos, próximas al 30%. »
    
    Source: Salesforce
    

## Classification

**Country**

Spain, Portugal

**Company size**

Large companies

**Industries**

Banking, insurance, asset management, finance departments · Retail and distribution, e-commerce · Energy, utilities, environment · Healthcare, pharmaceuticals, social care · Education and training · Government and local authorities · Software vendors, IT services companies, telecoms

**Companies**

Salesforce (supplier), Microsoft (cited)

**Keywords**

ai agents, business transformation, employee training, data governance, public sector, salesforce

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to La Ecuación Digital. Entry translated from French by Claude Sonnet 5.5.