LONDON UK, JUNE, 2025 – GWI today announced the launch of its partnership with Salesforce and will offer its Spark MCP on AgentExchange, allowing Salesforce’s Agentforce to pull high quality consumer insightsdirectly from GWI’s data sets. Model Context Protocol (MCP) activates AI agents with a wide range of external tools and systems, helping to provide interoperability and centralized governance. With GWI, customers are able to surface the latest consumer trends, which allows for faster, more informed sales outreach, campaign targeting, and market segmentation.
Agentforce is a digital labor platform for enterprises to augment teams with trusted autonomous AI agents in the flow of work. With Salesforce’s AgentExchange, a leading AI agent ecosystem for enterprises, customers have access to hundreds of ready-to-use actions, topics, and templates built by partners, and will have access to pre-validated Model Context Protocol (MCP) servers. These servers help customers to quickly create and deploy their digital workforce of AI agents by connecting external tools and data to an MCP-compliant server.
Customers will be able to leverage GWI’s expertise to connect and extend their AI capabilities. GWI’s Spark MCP for Agentforce, which will soon be listed on AgentExchange, responds to demand from GWI customers looking for integrations that embed insight-driven intelligence directly within AI-powered environments. The partnership reinforces GWI’s commitment to customer success that spans the full breadth of Salesforce opportunities and extends digital labor with Agentforce.
Salesforce’s latest Agentforce release provides an enterprise-grade platform to manage human-AI collaboration, connect agents to tools via open standards, and rapidly deploy industry-ready agents with the trust, scale, and performance enterprises demand.
“At GWI, we believe the future of AI is built on trusted human data,” said Tom Smith, CEO and Founder of GWI. “Agentforce 3 is a major step towards AI usability, and our integration will help to ensure that this intelligence is powered by real, reliable consumer context - something our customers have been asking for and something we’re proud to deliver.”
“Agents need to be able to operate across systems and collaborate with each other to get work done, and partners like GWI play an important role in helping customers build a foundation for multi-agent orchestration and interoperability,” said Gary Lerhaupt, Vice President of Product Architecture, Salesforce. “Together with GWI, we’re collaborating across the industry to facilitate adoption and usage of common standards like MCP that will produce real-world AI solutions for customers to drive new levels of efficiency and innovation.”
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About GWI
GWI is a consumer insights tech company that provides ultra-reliable, global consumer insights to help businesses make winning decisions with speed and certainty. Available on-demand, accessible to everyone, and with survey data representing the views, behaviors and interests of 3 billion people across 50+ countries, GWI is the go-to for sales teams, marketers, advertisers, researchers and decision-makers in customer-centric companies. For more, visit www.gwi.com.