Salesforce officially said it plans to acquire AI customer research startup Listen Labs. The terms were not disclosed, but the acquisition price previously discussed was reported to be about $2 billion.

The acquisition was made official three weeks after reports emerged of talks between the two companies. Salesforce plans to complete the deal after regulatory approval, within the fourth quarter of its 2027 fiscal year. Salesforce also agreed in June to buy customer service automation company Fin for about $3.6 billion.

Listen Labs has developed AI agents that carry out customer research work. The platform finds suitable research participants and conducts interviews, then analyzes responses and simulates actions. Its participant recruitment network exceeds 50 million people, and it can conduct interviews in more than 120 languages.

A core feature is digital twin-based simulation. It creates digital twins based on real customer behavior, helping companies assess buyer reactions before making decisions. Salesforce explained that research that took months can be finished in days.

Salesforce plans to apply the technology to Marketing Cloud and Service Cloud. The Listen Labs team, including co-founder and chief technology officer Alfred Balfour and co-founder Florian Jungermann, will also join Salesforce AI Labs. Aman Naymat, president of Salesforce AI Labs, said Listen Labs agents are useful for understanding the context of customer and user feedback.