Salesforce Names Madrid EMEA South Hub in Five-Year Investment in Spain – Unite.AI

Salesforce announced plans to invest $1 billion in Spain over the next five years on October 19, 2026, naming Madrid the hub of its southern EMEA operations during the official inauguration of a new headquarters in the city.

The announcement was made during the inauguration of the headquarters, an event attended by Miguel López-Valverde Argüeso, Minister of Digitalization of the Community of Madrid, together with executives, customers and partners of Salesforce. The company said the investment consolidates Spain’s role as a growth engine for its southern EMEA businesses.

Located on Paseo de la Castellana in central Madrid, the new five-story office includes dedicated spaces for client collaboration and hands-on agent training on AI technologies.

Miguel Milano, president and chief operating officer of Salesforce, described himself as a proud Spaniard educated in the country’s public university system and highlighted Spanish talent, ease of doing business and the strength of the country’s business ecosystem. “Salesforce is pleased to expand our presence in Spain with this historic investment and looks forward to working side-by-side with our customers and partners to deploy transformative AI technologies, cultivate world-class talent and drive sustainable growth across the region,” he said.

Natalia Escobedo, senior vice president and general manager of Salesforce Iberia, said the investment and new headquarters reaffirm the company’s long-term commitment to Spain, its businesses and its talent. He described Spain as a country that is rapidly positioning itself as a key driver of innovation in Europe.

AI implementation team and graduate training

The investment includes the new headquarters in Madrid, which will house a team dedicated to implementing artificial intelligence with two strategic objectives, according to Salesforce. The first brings together Forward Deployed Engineers working directly with Spanish customers to design and implement agent use cases. The second is a regional center for recruiting and training the best graduates.

Through the talent initiative, graduates of diverse nationalities from across Southern EMEA – a region that Salesforce describes as spanning more than 90 countries and three continents – will complete a year of intensive training in Spain before returning to their home countries. The company said the program is aimed at expanding local AI deployment capacity across the region on a market-by-market basis.

Corporate customers and public sector implementation

Salesforce established its presence in Spain in 2003. According to the company, it has since created more than 600 direct jobs in the country and supports thousands more through its partner ecosystem.

The company said hundreds of Spanish organizations rely on its technology, naming global businesses Repsol, CaixaBank and Telefónica, educational institution Universidad Europea and national brand Mahou San Miguel. Through Agentforce, Salesforce’s artificial intelligence platform, organizations are integrating autonomous agents with human teams, according to the release.

In the public sector, the Comunidad de Madrid, through Madrid Digital, has integrated Salesforce Agentforce into its User Support Center (CAU) for public employees. Salesforce reported that the implementation simplified incident resolution, streamlined multi-channel service delivery, and automated routine technical support tasks.

Luis Javier Blas, executive director of resources at CaixaBank, said the collaboration between the bank and Salesforce demonstrates how a shared vision of innovation can translate into real progress for customers and employees. He said the joint effort has accelerated the adoption of AI and is turning its potential into real improvements in customer service, efficiency and service personalization.

Minister López-Valverde said that the regional government is committed to promoting the automation of tasks using artificial intelligence, with the aim of modernizing the regional administration, digitizing services to citizens and strengthening regional competitiveness. He said artificial intelligence opens a new phase in which technology can help teams solve complex tasks and improve productivity. “We want Madrid to be the best place in Europe to innovate, invest, entrepreneurship and develop technological projects,” he said.

Philanthropy and skills programs

Through its 1-1-1 philanthropic model, Salesforce has donated more than $2.4 million to Spain and its employees have contributed nearly 90,000 volunteer hours to local NGOs, the company said. He added that more than 430 non-profit organizations in Spain operate using Salesforce technology.

Together with ESADE Executive Education, the company co-funded the Digital Leadership Program for the Public Sector, through which 33 senior executives from non-profit organizations across Spain received advanced training in artificial intelligence and data analytics.

The CFTIC, the Training Center for Information and Communication Technologies of the EducaMadrid network, now offers a free official Salesforce course for residents and workers of the Community of Madrid. According to the company, the course is aimed at helping participants obtain high-value professional certifications and improve their employability.