Salesforce announced that the University of Nottingham Malaysia (UNM) is adopting Agentforce to lead in student experience innovation, making the university the first tertiary institution in Malaysia to deploy the solution.
Agentforce, a digital labour platform, enables prospective students to chat with an AI agent, NOVA (Nottingham Online Virtual Assistant), providing real-time responses to enquiries. It can also schedule appointments with course advisors or arrange campus tours.
Jagdish Singh Malhi, director of Student Recruitment and Marketing, University of Nottingham Malaysia, said: “A real counsellor will still be reachable through the interaction, so we’re not removing that from the experience. However, by embedding AI-driven solutions into campus life, we hope to give students a glimpse of the real-world impact of technology and equip them to take the same innovative mindset into their careers.”
Unified, always-on digital touchpoint
The Agentforce solution will be deployed across the website, WhatsApp, Facebook, and WeChat. UNM will leverage Agentforce within Sales Cloud to process student enquiries and facilitate lead conversion, including smart course enquiries, scholarship and accommodation support, and simplified appointment booking.
“University of Nottingham Malaysia is setting a new benchmark for student-centric innovation in higher education by transforming itself into an Agentic Enterprise,” said Arun Kumar Parameswaran, executive vice president & managing director, South and Southeast Asia, Salesforce.
“By harnessing Agentforce on the deeply unified Salesforce Platform, UNM is reimagining how work gets done across admissions and student services — uniting human expertise with autonomous AI agents to deliver personalised guidance at scale and unlock a truly borderless learning experience,” Parameswaran added.
