Salesforce has announced it will invest $4 billion in its UK business over the next five years.

The consumer relationship management (CRM) software company said it was experiencing rapid growth in the UK as companies invest in digital transformation and artificial intelligence (AI).

The investment builds on a previous five-year investment of $2.5 billion in 2018, which was used to grow the company’s customer base.

Salesforce said alongside its customers and partners it expects to create around 271,700 jobs in the UK and accumulate £52 billion in business revenues by 2026 as a result of the increased investment.

Earlier this year Salesforce launched Einstein GPT, which it claims is the world’s first generative AI for CRM. It has also recently launched AI cloud, which combines AI, data, analytics and automation.

“As an important global tech hub entering a new, fast-moving innovation cycle led by generative AI, the UK has a golden opportunity to unlock long-lasting value for the economy and grow its status as a technology leader,” said Zahra Bahrololoumi, chief executive Salesforce UKI. “A clear pro-innovation regulatory framework that compels safe and responsible use of AI is vital, and Salesforce is fully focused on bringing secure, trusted, enterprise ready generative AI to UK businesses.”

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