BrazeAI Decisioning Studio™
Get started with BrazeAI Decisioning Studio™ (formerly OfferFit by Braze) to make 1:1 AI decisions that maximize your business metrics.
What is BrazeAI Decisioning Studio™?
BrazeAI Decisioning Studio™ replaces A/B testing with decisioning agents that personalize everything, and maximize any metric: drive dollars, not clicks—with Decisioning Studio, you can optimize any business metric.
BrazeAI™ decisioning agents automatically discover the optimal action for every customer. Using your first-party data, BrazeAI™ can maximize any business KPI for a wide range of use cases, including cross-sell, upsell, repurchase, retention, renewal, referral, winback, and more.
To learn more, or get started with Decisioning Studio, book a call with Braze.
Key features
- Keep your tech stack, but add a brain: BrazeAI™ plugs in as a decisioning layer between your data systems and your customer engagement platform. While Decisioning Studio works best with Braze, a variety of other platforms are supported.
- Pick winners for people, not segments: Use all your first-party data to make the optimal 1:1 decision for each individual.
- Personalize everything: AI decisioning agents find the best message, product, incentive, channel, timing, and frequency for each individual customer
- Maximize any metric: Clicks aren’t dollars. Use BrazeAI™ to pick the offers or incentives that maximize revenue, profit, CLV, or any other business KPI.
- Open the black box: See how AI decisioning agents personalize for deep insights into the drivers of customer behavior
- Expert support all the way: Decisioning Studio Pro includes support from our AI Decisioning Services team, which will tailor your decisioning agents to the specific needs of your business.
About Decisioning Studio
How it works
BrazeAI Decisioning Studio™ allows you to design and deploy decisioning agents that optimize any business metric.
To set up Decisioning Studio, you will:
- Connect data sources that tell the Agent how a customer reacts to its decisions
- Configure orchestration to carry out the decisioning agent’s actions
- Design your decisioning agent to define what outcome you want to maximize, and what actions the agent can take to do so.
- Launch your decisioning agent and let it continuously learn and optimize for your business outcomes.
While Decisioning Studio Go is a self-service platform, Decisioning Studio Pro includes AI Decisioning Services support from Braze’s forward deployed data science team, which will help you design and configure your agent to maximize your business outcomes. See Decisioning Studio Go vs. Decisioning Studio Pro for more details.
For more details, see Getting Started with Decisioning Studio.
Decisioning Agents vs. BrazeAI Agents
While both are powered by BrazeAI™, decisioning agents and Braze Agents serve different purposes in your marketing stack.
Decisioning agents are the strategic orchestrators of your campaigns. They operate at the campaign level, continuously running experiments across dimensions like offer, channel, timing, and frequency to maximize a business metric such as revenue, conversions, or ARPU. A decisioning agent manages an entire use case—such as winback, cross-sell, or renewal—learning over time what combination of actions works best for each individual customer.
Braze Agents are AI-powered helpers that live within individual Canvas steps or catalog fields. They use large language models (LLMs) to generate content (like personalized subject lines or message copy), make routing decisions based on customer context, or enrich your catalogs with dynamically generated values. Braze Agents excel at bringing creativity and personalization to specific touchpoints within your campaign.
Think of it this way: a decisioning agent is the conductor orchestrating your entire campaign strategy, while Braze Agents are the musicians adding creativity and nuance to each individual moment in the customer journey. You can use them together—let a decisioning agent determine the optimal offer and channel for each customer, then use a Braze Agent to generate personalized copy for that specific message.
Decisioning Studio Go vs. Decisioning Studio Pro
Decisioning Studio offers two tiers: Go and Pro. Each tier is designed to meet different needs and use cases.
Decisioning Studio Go
Go is ideal for teams getting started with AI decisioning. It includes:
- Self-serve creative configuration with a pre-designed decisioning agent
- Success metric focused on clicks
- Compatibility with three Customer Engagement Platforms (CEPs): Braze, Salesforce Marketing Cloud, and Klaviyo
Decisioning Studio Pro
Pro offers the full suite of Decisioning Studio capabilities for advanced use cases. Key features include:
- A dedicated AI Decisioning Services team to support you from decisioning agent design through stable state
- Success metric can be any business metric (not just clicks)
- Ability to connect any customer data source for decisioning
- Full suite of reporting and insights
- Extended orchestration patterns
About this guide
In this guide, you first learn what decisioning agents are and how they work. Next, you set up the self-service Decisioning Studio Go, followed by the full-service Decisioning Studio Pro. Finally, you review reports and insights to understand the performance of your decisioning agents.
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