Beyond Digitalization

Inetum transforms its website into an AI-driven business platform with Salesforce Agentforce

Published : 13/04/2026 - 7 minutes read

“It is our mission to engage with customers across Europe, guide and support them at every step of their journey. They are the driving force behind our transformation, evolving our digital channels, keeping pace with market trends, and providing tools that help them make more informed decisions. We are doing this by leveraging technology, with a very clear objective: to simplify our customers’ lives,” summarized David Gendry, Chief Marketing, Communications and Public Affairs Officer at Inetum.

A close-up view of a hand holding a smartphone displaying a chat bubble icon with sparkles on the screen, representing a digital communication or AI-assisted messaging interface in a technology context.

With this purpose in mind, Inetum redesigned the entire customer experience, launching a new website and integrating an Artificial Intelligence agent, which uses natural language to respond to user questions in real time, guide them through their journey on the site, and help them quickly find the right information within Inetum’s digital ecosystem.

This AI assistant, powered by Salesforce technology, is not just an additional touchpoint, it acts as an enabler of the entire digital customer journey, improving access to information, accelerating query resolution, and ensuring a more fluid, personalized, and seamless experience.

Today, a website is no longer a “nice to have”, it has become a true business tool. An this is why we launched a new website in January 2026.

“We started with a website that was essentially informational and transformed it into a digital platform focused on conversion, user experience, and supporting our commercial teams, turning it into a genuine business driver,” summarized Ana Luísa Loureiro.

The site was built with a strong focus on the user experience, ensuring a seamless journey that is intuitive, efficient, and conversion-oriented. Every element was crafted to remove friction, drive engagement, and support our business goals.

The redesign of Inetum’s website involved a new architecture designed to make navigation more intuitive and efficient. The entire services offering was restructured, enabling visitors to identify more quickly and clearly the solutions that best meet their needs.

“As a key innovation, we introduced an intelligent assistant capable of answering questions in real time, guiding users through the site, and even capturing leads automatically. This elevates the user experience while strengthening our ability to gather insights and identify potential clients more effectively”, said Ana Luísa Loureiro.

The agent guides the user through Inetum’s offerings, answers questions, and, if interest is confirmed, collects contact information to generate a lead directly in Salesforce, all subject to the user’s prior consent and in full compliance with GDPR. From the user’s perspective, no prompting skills are required.

The new site also offers more opportunities for customers to request a contact. “Throughout the website, strategically placed calltoaction allow visitors to easily request support from a specialist, making the experience more seamless,” explained Ana Luísa Loureiro.

Meanwhile, the AI agent provides a far more natural and intuitive conversational experience: something that traditional forms simply cannot offer.

6 weeks to Deploy the Salesforce Agent

“The implementation of the agent took approximately 6 weeks: 2 exploratory weeks to understand the business objectives, calibrate the agent’s scope, define the tone of voice, and ensure full alignment with legal and compliance requirements; followed by one month dedicated to implementation and website integration.” noted Victor Garcia, CRM Automation Specialist.

During this phase, the agent was trained with relevant content and guardrails were defined to ensure that all responses are rigorously bounded by clear criteria and fully aligned with our brand standards.

Our AI Agent is a true expert, with an in depth understanding of the company’s offerings and areas of expertise. It is capable of guiding users through complex topics, providing accurate answers, and supporting them as they navigate the entire Inetum digital ecosystem with confidence.

Reliable Answers... in Five Different Languages

“One of the most relevant aspects of the project was the training of the agent to ensure that its responses matched expectations. The training process was simple and fast, relying entirely on our internal documentation, which ensured that every interaction remained fully aligned with our services and brand identity.” summarized Victor Garcia.

In terms of accuracy and reliability, the results have been very positive. “Our scenario is highly structured, and we have significantly reduced the risk of hallucinations,” notes Victor Garcia‑Bercial, who adds: “During the testing phases, several hundred conversations were conducted between the AI agent and the marketing teams, and some adjustments were required to ensure the responses were more concise and better suited to the digital context.”

Beyond its strong technical grounding, the agent also excels in language proficiency: it is fluent in five languages (English, French, Portuguese, Spanish, and Dutch), automatically adapting to the local version of the website. A visitor on the French site receives responses in French, while visitors on the global site receive them in English.

The result? The website is performing strongly in lead generation, and the agent is driving higher quality leads: even when a visitor leaves after providing only their name, the system still creates a record with the partial information available and the detected area of interest.

“It is clear that this technology is still in its early stages, and that there is a long journey ahead. For us, what truly matters is leveraging the foundations for innovation, learning continuously, and improving the process over time to ensure we deliver meaningful value to our clients,” concluded Ana Luísa Loureiro.

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