Every autumn, San Francisco turns into the center of the tech world. Thousands of professionals, developers, and business leaders travel from across the globe to attend one event. This year, that event returns with a fresh focus on artificial intelligence and the agentic enterprise. Below is a complete guide covering dates, tickets, keynotes, schedule, speakers, and the parties you should not miss.
When and Where It Happens
The event takes place from September 15 to 17, 2026, at the Moscone Center in San Francisco. This marks a shift back to a September date, since last year’s edition was held in October. The venue spans the North, South, and West halls of Moscone Center, located at 747 Howard Street. However, the celebration does not stop there. The surrounding downtown streets, hotels, and nearby venues also host sessions, meetups, and networking parties throughout the three days.
For those who cannot travel, a free broadcast is available through Salesforce+. This streaming option lets remote viewers watch keynotes live and catch selected sessions on demand afterward. Therefore, no matter where you are located, you can still follow the biggest announcements as they happen.
Ticket Types and Pricing
Securing a pass early is the smartest way to save money. Registration typically opens months in advance, and early bird pricing rewards those who plan ahead. Individual full conference passes start at a discounted rate before climbing closer to the event date. Group discounts are also available for companies sending five or more employees.
The table below breaks down the general pricing structure so you can budget accordingly.
| Pass Type | Approximate Price | What It Includes |
| Early Bird Full Conference | Around $1,499 | Keynotes, breakouts, workshops, meals, networking |
| Standard Full Conference | $1,995 to $2,799 | Full access to sessions and expo floor |
| Group Rate (5+ passes) | Around $999 per pass | Same access as full conference pass |
| Salesforce+ Streaming | Free | Live keynotes and on-demand session replays |
A full conference pass generally includes access to keynotes, breakout sessions, theater talks, hands-on workshops, roundtable discussions, and community networking. It also covers the Welcome Reception and the closing benefit concert. Daily meals and refreshments are typically included as well, which helps offset some of the overall cost.
Additionally, some technology partners and community platforms occasionally offer complimentary or discounted passes through partnership programs. It is worth checking with your favorite Salesforce vendors before paying full price, since these deals can save hundreds of dollars.
How to Register
Registration happens through the official event portal on the Salesforce website. Once you sign up, a dashboard lets you track your registration, invite teammates, and reassign passes if plans change. This flexibility is useful for larger teams that are unsure exactly who will attend until closer to the date.
Because hotel blocks near Moscone Center sell out quickly, booking accommodation early is strongly advised. If the official hotel block is full, third-party reservation sites often list additional rooms in the surrounding area. Planning your stay months in advance can prevent last-minute stress and higher prices.
What the Keynotes Will Cover
The keynote stage is always the heart of the event. This year, the central theme revolves around becoming what organizers call the agentic enterprise. In simple terms, that means businesses using AI agents to automate workflows, serve customers, and make faster decisions.
Expect major announcements around Agentforce, the company’s AI agent platform, along with updates to Data 360, the unified data and analytics offering. Sessions will likely dive into how artificial intelligence is reshaping customer relationship management, sales automation, and service delivery. Company leadership traditionally opens the event with a keynote that sets the tone for the following days, followed by product-specific sessions from engineering and design teams.
Beyond product news, keynotes usually feature customer success stories. Real companies share how they implemented new tools, what challenges they faced, and what results followed. These stories tend to resonate because they go beyond marketing slides and show practical outcomes.
A Look at the Three-Day Schedule
Although the exact agenda is finalized closer to the event, the overall rhythm follows a familiar pattern each year. The table below offers a general outline of what attendees can expect across the three days.
| Day | Focus | Typical Activities |
| Day One | Opening and Vision | Welcome keynote, product roadmap reveals, expo floor opens |
| Day Two | Deep Dives and Training | Breakout sessions, hands-on workshops, partner theater talks |
| Day Three | Wrap-Up and Celebration | Final sessions, closing remarks, evening benefit concert |
Each day typically opens early with keynotes before splitting into hundreds of smaller sessions across the Moscone Center halls. Attendees can build a personalized agenda using an AI-powered recommendation tool based on their job role and interests. This feature makes it easier to navigate the sheer volume of content without feeling overwhelmed.
Previous editions have featured more than 1,500 sessions and over 100 speakers, so planning ahead matters. Popular sessions fill up fast, and organizers recommend arriving at least fifteen minutes early to guarantee a seat. Consequently, avoid scheduling back-to-back sessions in different halls, since walking between venues can take longer than expected.
Speakers to Watch
The speaker lineup usually blends Salesforce executives, independent Trailblazers, partner consultants, and outside guest stars. Executive leadership typically headlines the main keynote, while product vice presidents lead deeper technical sessions. Customers from various industries also take the stage to share firsthand implementation stories.
Beyond the corporate lineup, the event has a history of inviting well-known cultural figures for closing entertainment and inspirational talks. While the full list of names is confirmed gradually in the months before the event, past years have consistently featured a mix of tech innovators, authors, and musicians.
If you want to follow specific speakers, the official mobile app and website publish updated bios and session times as the date approaches. Building your agenda early ensures you do not miss talks from people whose work you already follow.
Networking Events and Parties
One of the most memorable parts of attending in person is the after-hours scene. Evening parties, happy hours, and community meetups happen throughout downtown San Francisco during the three days. These informal gatherings are often where the best connections happen, since conversations flow more naturally outside a formal session room.
The signature event is the closing benefit concert, a large-scale evening celebration that caps off the conference. It draws thousands of attendees and typically features a well-known musical act. Additionally, individual partner companies and user groups host their own smaller mixers, dinners, and rooftop gatherings throughout the week.
If you plan to host your own gathering, it helps to publicize it early, since the calendar fills up quickly with competing events. Many attendees plan their evening schedule almost as carefully as their daytime session list.
Tips for First-Time Attendees
Walking into an event of this scale for the first time can feel overwhelming. With tens of thousands of people expected in person and hundreds of thousands more joining online, a bit of preparation goes a long way.
Consider these practical tips before you arrive:
- Book your hotel as early as possible, since rooms near the venue sell out fast.
- Use the agenda-building tool to shortlist sessions based on your role and goals.
- Wear comfortable shoes, since the venue spans multiple large halls connected by long walkways.
- Arrive early to popular sessions, as seating fills up quickly.
- Bring a portable charger, since phone battery drains fast with constant app use.
- Set aside time for the expo floor, where partners showcase new tools and integrations.
Following these small steps can make the difference between a stressful trip and a productive, enjoyable one.
Attending Virtually
Not everyone can travel to San Francisco, and that is perfectly fine. The free Salesforce+ stream gives remote attendees access to keynotes as they happen, along with a library of on-demand sessions afterward. Virtual attendance has grown steadily since the format was introduced, with hundreds of thousands of people tuning in during recent years.
While the virtual experience naturally lacks the in-person networking element, it still offers substantial value. You can watch product announcements live, revisit sessions later, and share highlights with colleagues who could not attend either. For many organizations, a mix of a few in-person attendees and a wider virtual audience strikes the right balance between cost and reach.
Final Thoughts
This year’s flagship Salesforce event promises a packed schedule built around artificial intelligence, automation, and the shift toward agentic business operations. Running from September 15 to 17 in San Francisco, it brings together keynotes, hundreds of breakout sessions, hands-on training, and a full calendar of evening events. Whether you attend in person or follow along through the free livestream, early planning remains the key to getting the most value. Register early, book accommodation in advance, build a personalized agenda, and leave room in your schedule for the networking opportunities that often prove just as valuable as the sessions themselves.
Frequently Asked Questions
What are the official dates for the event?
The conference runs from September 15 to 17, 2026, at the Moscone Center in San Francisco.
How much does a ticket cost?
Prices vary by pass type and timing. Early registration typically starts around 1,499 dollars, while standard pricing can reach close to 2,800 dollars. Group rates and a free streaming option are also available.
Can I attend without traveling to San Francisco?
Yes. A free broadcast through Salesforce+ allows anyone to watch keynotes live and access select sessions on demand.
What is the main theme this year?
The central focus is on building an agentic enterprise, with major updates expected around AI agents, automation tools, and unified data platforms.
Is it worth attending as a first-timer?
Yes, especially if you work with customer relationship management tools or business automation. The event offers hands-on training, direct access to product teams, and valuable networking that is hard to replicate elsewhere.
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