Salesforce agrees to acquire AI analytics startup Loops to upgrade Tableau

Salesforce has signed a definitive agreement to acquire Loops, an Israeli startup that builds AI-powered analytics software. The company announced the deal on October 12, 2026. The goal is to give Tableau, Salesforce’s data visualization platform, a brain that never clocks out. The price tag is modest by Salesforce standards. The deal is estimated at around $30 million, though official terms were not disclosed. For a company that has written multi-billion-dollar checks for AI in recent years, this is closer to a rounding error than a bet-the-company move. What Loops actually does Loops was founded in 2020 by CEO Tom Laufer and CTO Ido Adiv. Its core product falls under a category called agentic analytics. More specifically, Loops continuously tracks key performance indicators, or KPIs. These are the core metrics a business cares about, such as revenue, conversion rates, or customer churn. When one of those numbers moves, the platform uses machine learning to explain why it changed. It then surfaces insights on its own and recommends actions. The software connects with enterprise data sources, so it can pull from the systems companies already run. It also has what the industry calls...