Salesforce Names Madrid EMEA South Hub in Five-Year Spain Investment

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

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

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

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

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

AI Implementation Team and Graduate Training

The investment includes the new Madrid headquarters, which will host a dedicated AI Implementation Team serving two strategic purposes, according to Salesforce. The first brings together Forward Deployed Engineers who work directly with Spanish customers to design and deploy agentic use cases. The second is a regional center for recruiting and training top graduates.

Through the talent initiative, graduates of several nationalities from across EMEA South — a region Salesforce describes as spanning more than 90 countries and three continents — will complete a year of intensive training in Spain before deploying back to their home countries. The company said the program is intended to expand local AI implementation capacity across the region market by market.

Enterprise Customers and Public-Sector Deployment

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 across its partner ecosystem.

The company said hundreds of Spanish organizations rely on its technology, naming global enterprises Repsol, CaixaBank, and Telefónica, educational institution Universidad Europea, and national brand Mahou San Miguel. Through Agentforce, Salesforce’s agentic AI 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 deployment streamlined incident resolution, optimized multichannel 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 advances for customers and employees. He said the joint effort accelerated the adoption of artificial intelligence and is turning its potential into concrete improvements in customer service, efficiency, and service personalization.

Minister López-Valverde said the regional government is committed to advancing the automation of tasks using artificial intelligence, with the aim of modernizing the regional administration, digitalizing citizen services, and strengthening regional competitiveness. He said agentic AI opens a new phase in which the technology can help teams resolve complex tasks and improve productivity. “We want Madrid to be the best place in Europe to innovate, invest, entrepreneur, 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 reported. It added that more than 430 non-profit organizations in Spain operate using Salesforce technology.

Together with ESADE Executive Education, the company co-financed the Digital Leadership Program for the Public Sector, through which 33 senior executives from non-profit organizations across Spain have received advanced training in AI 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. The course is aimed at helping participants earn high-value professional certifications and improve their employability, according to the company.