The US multinational Salesforce has announced plans to invest one billion dollars (around nine hundred million euros) in Spain over the next five years, aiming to strengthen its European leadership in AI and cement our country’s role as the driver for the business' growth in Southern EMEA. Madrid, where it has just opened its new offices, will become its operational hub for the region.

As part of this strategic investment, the company, which specialises in AI-powered customer relationship management (CRM), will establish a dedicated AI implementation team at its Madrid headquarters, tasked with developing the region’s AI skills ecosystem while supporting a growing portfolio of clients and partners.

Forward-deployed engineers
Salesforce’s newly opened headquarters on paseo de la Castellana in the Spanish capital occupies five floors. The new AI implementation team will serve two strategic purposes: first, it will bring together a team of forward-deployed engineers, working directly with Spanish clients to design and implement agent use cases; second, it will manage a regional hub for recruiting and training new graduates.

Through this initiative, graduates of various nationalities from the Southern EMEA region, which spans more than ninety countries across three continents, will complete a year of intensive training in Spain before returning to their home countries to expand local AI implementation capacity throughout the region.

Ability to attract international talent
Salesforce's President and Chief Operating Officer Miguel Milano stated: “As a proud Spaniard educated in Spain’s public university system, I have always believed in the potential of our local talent, in our ability to attract international talent to cities like Madrid, in the ease of doing business in Spain, in the strength of the ecosystem and in the sophistication of Spanish businesses and institutions.”

According to Natalia Escobedo, Senior Vice President and Managing Director of Salesforce Iberia, “Spain is rapidly establishing itself as a key driver of innovation in Europe.” With the announced investment and its new headquarters in Madrid, she explains, “we are reaffirming our long-term commitment to the country, its businesses and its talent at a time when we are moving towards the age of agentic AI, with humans and intelligent agents working together to redefine every sector of activity.”

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