How Salesforce’s Informatica Acquisition Enhances AI and Data?

• By Dhanesh Kumar
• 11-09-2025
• Technology

Consider that you run a business in the modern data-driven and fast-paced world. Your group has been working 24/7 to gather information about customers in thousands of sources: sales, marketing, customer support, etc.

Yet, regardless of all this data, decisions continue to be made based on pieces of information and the customer experience is still fragmented. Today, imagine that you could tie all of this data together in a cohesive way, and use AI to get insights more quickly, more accurately, and more proactively. Would that make your business different?

You can now enter the new age of Salesforce, which acquired Informatica to bring your data management and AI capabilities to a level never seen before. This purchase is not only another addition to the already impressive suite of tools Salesforce offers; it changes the manner in which companies can both manage and use data to make AI-assisted decisions.

This move should act as a wake-up call if your business is still using siloed data systems and obsolete technologies. The digital revolution has arrived and unless you pace with it, your rivals will.

In this blog, we will discuss how the acquisition of Salesforce by Informatica can help Salesforce improve its AI and data solutions, which is a complete game changer to businesses wishing to use data and AI to streamline their operations to be smarter and more efficient.

You can be a first time Salesforce user or an old hand, but either way, Integrating Salesforce with Informatica puts a new frontier before you, and in this post, we will show you how.

Salesforce and Informatica: A Natural Partnership

• Informatica has been a cloud data management leader over the years. Its tools have enabled organizations to unify data of various sources so that all departments can access useful, consistent, and current data.
• This is one of the core facilitators of firms that want a complete and integrated picture of their data.
• But even with that kind of power, Informatica was not wholly integrated into the Salesforce platform. It was a partner, but the partnership was not two.
• Today, Salesforce bought Informatica and now the two giants are on the same roof, developing a platform that unites cloud-based data management, and AI-powered analytics and CRM tools into a single ecosystem.
• It means that now companies can fully utilize the capabilities of both tools, and data flows across all platforms in real-time.
• It is an integration that provides business with the capability to operate their whole data ecosystems, structured and unstructured data, more effectively.
• Integrating the AI-based CRM services of Salesforce with the competence of Informatica, in data management, enables organizations to unlock more profound, actionable insights, stream operations, and make smarter decisions, based on data they can trust.

Driving AI with Clean, Connected Data

• The data that is processed by any AI system lies at the core. Predictive analytics, customer segmentation, or personalized recommendation: AI requires correct, consistent, and full-scale data to operate correctly.
• One of the familiar features of Informatica tools is that they clean and bridge the information of the different sources and give a business the type of data that AI models can trust.
• The already potent Salesforce Einstein AI can now use this enhanced data to produce an even more accurate, reliable, and actionable insight.
• This implies AI-driven workflows, such as lead scoring, customer journey optimization, and sales forecast will be more accurate, thereby assisting organizations to shift towards being reactive rather than proactive in decision-making.

As an example, a company may rely on Salesforce to oversee user communication through a range of touchpoints, such as emails, web traffic and social media, and AI to make predictions about which leads are most likely to turn into a sale. Once this data is clean, integrated, and current, which will be possible with the help of Informatica data management tools, Einstein can produce more accurate predictions that will, in turn, result in higher conversion rates and more efficient sales plans.

In addition, since data will be pooled across different departments, businesses can also use this to create an overall image of customer behavior, which enhances marketing, sales and customer service personalization. This data can be used to customize experiences, so that customers get the right message, at the right time, through the right channel.

Transforming Data Operations with Enhanced Data Governance

• Data responsibility is one of the most important issues in the modern information-driven world.
• As the laws on data privacy are constantly changing, companies have to make sure that their data management is compliant with international regulations such as GDPR and CCPA. Not doing it can mean punishment, reputation damage, and the loss of customers.
  The ability to manage data through informatica is one of the critical parts of this acquisition.
• Through Informatica solutions, Salesforce users can now access comprehensive tools that can assist in ensuring that data is secure, compliant and effectively governed.
• Whether it is data privacy management or compliance monitoring, a business can believe that their data is treated in the most stringent regulatory guidelines.
• Businesses can also use this acquisition to ensure transparency in the way data is currently being utilized so they can track the flow of sensitive customer information through systems.
• With more effective data governance, companies can more effectively reduce risks, enhance data security, and promote a culture of trust among customers.
• An example is a healthcare company utilizing Salesforce to handle patient information, which now can integrate and manage its data better and achieve compliance with HIPAA rules without sacrificing the high quality of customer service.
• Through the governance functions of Informatica, they will be able to monitor, audit, and manage the movement of sensitive patient information, and keep their systems safe and compliant.

Driving Efficiency Through Data Integration

• One of the largest barriers to business has always been data integration. Distributed across different systems (on-premises or in the cloud), business organizations are not always in a position to bring together and analyze in real-time.
• The purchase of Informatica allows Salesforce to deliver a fully integrated data management system to aid businesses to simplify data across all sources.
• In the past, companies would have had to use third party tools or manual methods to combine data across their marketing, sales, finance, and customer service platforms.
• This led to time wastage and ineffectiveness that can translate to missed opportunities and misplaced knowledge.
• Informatica, which is now owned by Salesforce, enables businesses to automatically link with information located across their ecosystems and present them with information that is more current and accurate in their fingertips than it was before.

As one example, an e-commerce organization can now integrate customer purchase information on their site with Salesforce CRM, marketing automation systems, and customer care system. This can give any business a cohesive understanding of individual customers, allowing them to provide increasingly personalized suggestions, service, and assistance. All this data combined and implemented on one platform enables businesses to work faster, reduce the number of manual working hours and improve their customer experience overall.

The Future of AI-Powered Automation

• One more step towards AI-based automation is the purchase of Informatica by Salesforce. Automation, which has already become an important feature of the Salesforce platform, can now be complemented with Informatica data management capabilities.
• Lead qualification, customer segmentation and marketing personalization are automation tasks that can now be performed more precisely and quickly than ever before.
• Using the data integration and governance applications available at Informatica, Salesforce can now process higher-quality data, which results in smarter automation.
• Consider a situation where AI is used to create marketing campaigns based on leads with the highest likelihood of conversion or a situation where AI-based chatbots process customer service requests with significant personalization.
• The automation of these activities allows businesses to allocate precious resources, lower operation rates and enhance their customer experience.
• The use of AI in automation will spread to the back-end operation as well. To illustrate, inventory control can be automated using live data feedback which helps to keep the necessary stock in place at any given moment.
• With AI-based automation throughout, the business will be able to work more efficiently, minimize the number of manual errors, and prioritize higher-value work.

Expanding Salesforce’s Data Ecosystem

• This is more than the purchase of Informatica tools in Salesforce.
• It is about broadening the Salesforce overall data ecosystem, providing business with a full data solution, which encompasses the entire data lifecycle, including data ingestion and data preparation, analytics and AI-driven insights.
• To illustrate this, a financial institution on Salesforce can now combine large volumes of transactional data in previous systems with new cloud-based systems to provide a comprehensive view of all customer interactions.
• This makes sure that businesses can access the correct, real-time data regardless of its location.
• Using the data management solutions provided by Informatica, Salesforce customers also find it much easier to handle large datasets, leading to the ability to scale operations with a high quality of data.
• This Salesforce expansive data ecosystem allows companies to manage both structured and unstructured data through easy and convenient means, leading to the best decision making and greater operation efficiencies.

Real-World Impact: What this Acquisition Does to Businesses

• Being a big retail business, the information must be tied elsewhere, such as e-commerce systems, customer support systems, and inventory management programs.
• Salesforce and Informatica must help the retailer get a real-time aggregated picture of all communications with customers online and offline.
• Through this unified information, AI-informed Salesforce insights can identify trends, prescribe actions, and even automate processes, such as inventory restocking or customized offers to high value customers.
• It is this smooth flow of information that will assist businesses to provide their customers with more personalized and timely experiences, leading to increased engagement and retention.
• Also, companies operating in regulated sectors, including finance, healthcare, or energy, will be better placed to use the rich data governance features of Informatica to help them maintain the safety and security of their data while making certain it is globally compliant.
• This would be an additional level of confidence which will enhance the relations with the customers and prevent the risk of data breaches or breaking the law.

Conclusion: A Game-Changer for Data-Driven CRM

The purchase of Informatica by Salesforce is a big step towards data management and AI. The integration of the most powerful and AI-driven applications of Salesforce with the best-in-class data management tools of Informatica has given the businesses a complete data ecosystem that allows making their decisions smarter and faster.

Information has never been more prominent than it is in the digital first world. By acquiring Salesforce, companies are ensured the tools needed to use data to generate personalized customer experiences, improve operational performance, and compete. You do not really think about how AI and data integration can change your business yet, but it is high time to think about it. It is the future, and it is being powered by Salesforce and Informatica.

Frequently Asked Questions (FAQ)

1. What is the value to my business of Salesforce acquiring Informatica?

The Salesforce acquisition of Informatica improves data management, integration and governance throughout the Salesforce ecosystems. This implies that companies can now consolidate their data across various sources, resulting in cleaner and more precise data to be used to make AI-driven predictions. Improved data control assists in adhering to regulations, and the use of AI-based tools such as Einstein can provide more intelligent and personalized recommendations, enhancing decision-making and operational efficiency.

2. Is the Informatica acquisition going to impact my current Salesforce configuration?

No, you will not need to do anything for your current Salesforce environment. It will likely streamline the platform and enhance its functionalities and usability once the data management tools provided by Informatica are introduced into the Salesforce ecosystem. It will give you knew capabilities, like better data integration, governance, and AI, but it should not disrupt your existing Salesforce processes.

3. What does the Salesforce artificial intelligence, such as Einstein, need the tools of Informatica?

Informatica has provided data integration and governance solutions that will aid Salesforce Einstein AI to process cleaner and more accurate data. It implies that predictions based on AI, like lead scoring, customer segmentation, or a personalized recommendation, will be more precise and up to date. With more information powered by Informatica, Einstein will be able to take even smarter and timely decisions to help businesses create more memorable customer experiences.

4. What are the industries that can gain the most out of this acquisition?

Retail, healthcare, finance, and manufacturing industries are highly data-driven industries, and as such, the acquisition of Informatica by Salesforce will have the greatest impact. These sectors usually require merging and managing vast amounts of data, complying with the rules, and making decisions based on data. The move to make Informatica tools part of Salesforce will give these sectors a better-powered, seamless, and more compliant data solution.

5. How does such an acquisition impact compliance and data privacy?

The robust data governance features of Informatica can be used to complement Salesforce on the effective management of sensitive data according to the requirements of at least three global data security regulations, such as GDPR, CCPA, and HIPAA. The tools that businesses needed to develop a data management practice equal to the privacy standards and regulatory requirements were finally received with this acquisition. Better tracking and auditing and data security capabilities enable Salesforce customers to have more opportunities to keep their data safe and within industry regulations.