This summer, Salesforce is turning up the heat on AI-powered marketing. The Summer ’25 release brings exciting new updates to Marketing Cloud Account Engagement (Pardot) and Marketing Cloud on core (Growth & Advanced Editions) — giving marketers smarter ways to connect, personalize, and perform.
With AI enhancements that help you predict engagement, automate outreach, and analyze performance in real time, this release is all about working smarter, not harder. If AI isn’t already part of your marketing strategy, now’s the time to plug in, level up, and get ahead.
Don’t forget to save this post for our Marketing Cloud Engagement highlights, which drop at the beginning of June! Let’s take a closer look at the updates and enhancements marketers should have on their radar.
Salesforce’s Summer ’25 release for Marketing Cloud Account Engagement (formerly Pardot) brings powerful enhancements to help marketers work smarter, personalize at scale, and stay in control of their data. From deeper engagement insights to better prospect management, these updates are designed to streamline execution and drive stronger outcomes.
Here’s what’s new — and how it helps marketers get more done.
Go beyond traditional segmentation by tapping into custom URL engagement data from Data Cloud. This allows marketers to create more sophisticated and targeted campaigns based on how prospects interact with specific URLs — not just their demographic profile.
Plus, you can now use Data Cloud segments in up to 100 dynamic lists per business unit, a major increase from the previous 25-list limit.
Smarter segmentation means better personalization. With more granular engagement data and expanded list capacity, marketers can tailor messages to match user intent and behavior — improving conversion rates and campaign performance.
Learn More:
Account Engagement now supports WhatsApp as a marketing channel. This allows marketers to incorporate WhatsApp messaging into their multichannel engagement strategies.
Simply connect a WhatsApp business account to get started. Then, marketers can access WhatsApp marketing channels through Marketing Cloud for use in Account Engagement.
With over 2 billion users, WhatsApp is a powerful channel to reach and engage prospects where they already are. This update opens up new opportunities to deliver timely, relevant messages in a preferred communication format.
Learn More:
You can now dismiss irrelevant configuration warnings in the Optimizer tool. If a recommendation doesn’t apply to your business model or strategy, simply hide it — and bring it back later if needed.
Learn More:
A new Failed Email Sends report makes it easier to spot and resolve delivery issues. The report shows why an email failed — whether due to missing content, invalid addresses, or domain issues — along with timestamps and affected prospects. Plus, related alerts now appear in the Optimizer.
Faster troubleshooting means fewer delays and more reliable campaign execution. This update empowers teams to act quickly, maintain sender reputation, and ensure every message counts.
Learn More:
When abnormal prospect behavior skews performance, Account Engagement can pause activity tracking. Now, marketers can automatically delete excessive visitor records before pausing takes place — or restore paused prospects by cleaning up those records. You can also manually delete bot-like visitors for even greater control.
This update helps maintain data integrity and reporting accuracy by reducing the impact of bot traffic. Marketers regain control over their prospect database while improving overall system performance.
Learn More:
As the suite of Salesforce Marketing Cloud products continue to evolve with Marketing Cloud Growth and Advanced Editions, we can expect to see exciting new updates for marketers with every release. Both Growth and Advanced Edition are built on core, so marketers benefit from AI capabilities powered by Salesforce Data Cloud.
The Summer '25 release delivers a powerful mix of AI, automation, and usability enhancements designed to help marketers do more with less — creating hyper-personalized campaigns, managing data effortlessly, and driving better engagement across every channel.
Whether you're building a campaign from scratch or looking to fine-tune message performance, these updates make it easier to move fast and stay relevant.
The Summer '25 release introduces a wave of intelligent enhancements to Marketing Cloud Growth and Advanced Editions — designed to save marketers time, increase personalization, and improve campaign performance through deeper AI integration.
You can now create reports for Einstein Engagement Frequency and Einstein Engagement Scoring using Data Cloud’s Data Model Objects. This gives marketers a clear picture of how often they’re reaching out and whether they’re connecting with the right people at the right time.
Instead of guessing, you’ll now have hard data on when engagement dips or peaks — helping you fine-tune campaign frequency and identify your most engaged segments.
Marketers can now automate journeys that react to Einstein-predicted engagement levels. For example, if Einstein predicts low engagement for a contact, the journey can route them into a re-engagement campaign automatically.
No more one-size-fits-all messaging. Your campaigns will become more relevant, less intrusive, and more effective — increasing deliverability and engagement rates.
Einstein Send Time Optimization (STO) just got more powerful. You can now use data graphs to fine-tune STO recommendations, enabling smarter automation and personalization of send times.
Emails that land at the right moment have a higher chance of getting opened. This update gives you more control and precision in delivering messages when your audience is most likely to engage.
With Agentforce, you can now retrieve engagement and fit scores for leads, contacts, and accounts using the "Get Score for Record ID" action. These insights help marketers assess lead quality and engagement at a glance — no report building required.
Your teams can act faster, prioritize leads with higher intent, and tailor messaging based on real-time engagement data.
Learn More:
With the new Campaign Designer (Beta), you can now create multi-touch marketing briefs with help from AI — refining messages and selecting channels based on your trusted customer data.
It’s perfect for marketers who want to turn ideas into actionable campaigns quickly while ensuring every message feels personalized and aligned to a bigger strategy.
Learn More:
Not every campaign starts with a template. Now, you can start from a blank slate using the new Build Your Own campaign option.
This allows marketers to define the flow, message elements, and structure that match their unique customer journeys — without relying on predefined frameworks.
Learn More:
Marketers can now send emails directly from any lead or contact list view — Salesforce automatically handles campaign creation, audience segmentation, and flow setup behind the scenes. This reduces the steps between targeting and execution, so your team can move faster and reduce friction in campaign deployment.
Learn More:
With the new HTML code view, you can create fully customized and responsive emails from scratch or convert existing emails into editable HTML. This gives technical marketers and designers the flexibility to fine-tune every detail, from layout to CSS, for a completely branded experience.
Learn More:
A reimagined Data Sources tab gives marketers deeper insight into the data powering their email personalization. You can now add or edit data sources before sending, ensuring your emails dynamically pull from the right data — whether it’s product details, recent behavior, or unified customer profiles.
Learn More:
The new Repeater Component lets marketers easily display personalized content like recent purchases, product recommendations, or event listings in a clean, consistent layout. Just connect to a data source and use merge fields to dynamically pull in product names, images, and descriptions in a card or list view.
Learn More:
Keeping consent data up to date is now easier than ever. You can now use the Create Consent action in event- or Data Cloud-triggered flows, updating opt-in status based on real-time interactions, such as a user clicking a custom unsubscribe link. This ensures your compliance strategy scales with your automation.
Learn More:
The new Performance Dashboard consolidates engagement metrics for emails, SMS, WhatsApp, tracked links, and landing pages — right within content records. Marketers can easily track what’s working, identify top-performing variants, and make informed adjustments to future campaigns without digging through multiple tools.
Additional reporting enhancements include the ability to track links that drive traffic to your website (such as an ad or email), the new Deliverability dashboard in Marketing Performance, and the capability to collect first-touch page view data when a visitor consents to tracking.
Learn More:
Stay tuned for the Summer ’25 Marketing Cloud Engagement release, which occurs June 6, 2025 through June 27, 2025. Bookmark this blog to check back for future updates!
AI is the future of modern marketing and our dedicated team of Marketing Cloud experts is ready to help you get started with your AI marketing strategy. With the Summer ’25 release, Salesforce is making it easier than ever to embed AI into your day-to-day strategy, from intelligent send-time optimization to predictive journeys and instant engagement insights.
These tools aren’t just about efficiency — they’re about delivering the right message, to the right person, at exactly the right time. As customer expectations rise, the marketers who embrace AI will lead the way. So grab your shades, fire up those campaigns, and let AI do the heavy lifting this summer.
If you're curious about how these updates could impact or benefit your business, don’t hesitate to reach out to our team for more information.
At Kelley Austin we're proud to provide tailored Salesforce solutions across a variety of industries. Our expert knowledge and many years of experience in all aspects of the Salesforce ecosystem have earned us high levels of satisfaction from our clients.
We're ready to find the right solutions for your industry today.