Salesforce, a cloud CRM company, will work with Inspire Entertainment Resort, or Inspire, to push an AI transformation in the MICE business segment, it said on Tuesday.

The two companies will cooperate in stages, from integrating sales data to building an AI-based decision-making system, under a strategy to create a new B2B sales model in the hospitality and MICE industry.

As part of that effort, Inspire plans to deploy Salesforce's sales-focused solution Sales Cloud across its entire MICE B2B sales organisation to build a data-driven sales management system.

According to Salesforce, Inspire has built up data such as event reservations and sales through Delphi, a sales and banquet management solution by global travel technology company Amadeus. It partnered with Salesforce to make greater use of the data for sales forecasting and strategy setting, and to build an integrated sales system that links data entry with analysis, decision-making and on-site use.

Inspire plans to link event and sales data accumulated in Delphi with Salesforce data on customers, sales opportunities and sales activities to manage the full sales process in an integrated way, from customer enquiries to final order wins.

The two companies plan to develop the system step by step into an Agentic Sales environment in which AI provides sales insights and identifies new business opportunities based on accumulated data.

Wan-woo Lim (임완우), MICE sales director at Inspire, said hospitality and the MICE industry have long relied on people’s experience and customer relationships, but now need to turn that into an organisation-wide data asset and combine it with AI to secure new competitiveness. He said Inspire will build a data-driven, predictable sales system through the cooperation and develop it into a next-generation B2B sales model in which AI supports identifying new business opportunities and making sales decisions.

Se-jin Park (박세진), head of Salesforce Korea, said corporate competitiveness in the AI era comes from the ability to connect on-the-ground experience and data and turn them into new growth opportunities. He said the cooperation with Inspire will be a leading example of adding data and AI to a relationship-focused MICE sales model.