Braze Rewrites the Rules of Customer Engagement with Newest BrazeAI™ Products

BrazeAI Decisioning Studio™ puts AI agents to work, delivering a new level of personalization and orchestration to drive measurable business results

Custom and pre-built agents elevate marketers and boost creativity with

BrazeAI Agent Console™

New suite of AI tools, including the BrazeAI Operator™, and integrations with Snowflake Cortex AI provides generative and agentic capabilities that help marketers assist, create, and build seamlessly

LAS VEGAS, September 30, 2025 — Braze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, is redefining customer engagement with the release of breakthrough BrazeAI™ products announced today at its annual conference, Forge 2025. BrazeAI™ equips marketers with intelligent models, agents, and operators that empower them to deliver smarter, faster, and more relevant engagement at scale. By enabling customers to bring their own AI agents into their data and customer journeys, and assign AI decisioning models to their most valuable use cases, Braze gives marketers the flexibility to orchestrate personalized, high-impact experiences through composable intelligence. The new Braze AI—including BrazeAI Decisioning Studio™, BrazeAI Operator™, and BrazeAI Agent Console™—puts intelligent agents to work, enabling marketers to personalize every customer interaction, generate and build seamlessly, and unlock new levels of creativity to drive measurable business results.

Just as mobile and cloud transformed the last two decades of business, the rise of generative AI and reinforcement learning is now reshaping how marketers work and how customers engage. Braze envisions marketers evolving from campaign tacticians to strategic conductors, directing autonomous agents and decisioning systems that anticipate, optimize, and deliver compelling experiences at every touchpoint for maximum business impact. Recently named a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs for the third consecutive year, Braze is embracing this next era of marketing with agentic AI, empowering marketers to turn data into action, imagination into reality, and every interaction into deeper customer loyalty.

“From the very beginning, our vision has been to transform customer engagement in close partnership with the world’s most creative and ambitious marketers,” said Bill Magnuson, CEO and Cofounder of Braze. “For more than a decade, we’ve built a secure and scalable foundation through the Braze platform, enabling global brands to forge meaningful connections with their customers. Now, we’re entering the next era with a powerful, modular toolset of agents, operators, and models designed to plug directly into engagement strategies and optimize every interaction between brands and their customers. This wave of composable intelligence doesn’t just automate tasks; it empowers marketers to orchestrate with greater creativity and precision, amplifying human connection and redefining what’s possible for customer engagement. By uniting human imagination with AI intelligence, we’re introducing a new frontier of capability to shape the future of loyalty, experience design, and innovation.”

Configurable AI Agents to Drive Brand Loyalty and Accelerate Growth

Marketers are not merely deploying AI – they are training it to understand what matters most to their customers and business and providing it with context to make autonomous decisions at scale. BrazeAI Decisioning StudioTM offers flexible and configurable AI agents that make individualized decisions aligned to company goals. These agents can personalize every aspect of customer communication—channel, message, creative, offer, frequency and more—using all available first-party data to create relevant, tailored experiences in ways that can only be achieved through the power of AI. 

With BrazeAI Decisioning Studio, marketers can innovate with confidence as autonomous agents continuously learn from every customer interaction. By combining the computational and analytical power of AI with reliable, at-scale automation of the Braze platform, AI Decisioning Studio delivers a level of personalization and orchestration that simply cannot be achieved through traditional methods. The BrazeAI Decisioning StudioTM represents the integration of OfferFit’s AI Decisioning Engine into the Braze platform, following its acquisition earlier this year.

Autonomous Agents. Human Impact.

AI is only as powerful as the system that it lives within. Braze’s real-time streaming platform continuously ingests first-party context across channels and systems, and makes it available in real time for BrazeAI™. With today’s expansion of BrazeAI™, marketers can now define and manage their own autonomous agents that execute, learn, and optimize across customer engagement workflows.

BrazeAI Agent ConsoleTM allows brands to create custom agents that bring the power of generative and agentic AI directly into Braze Canvas and Catalogs. BrazeAI agents support everything from content generation, data enrichment, and intelligent orchestration to deliver a superior customer experience. For example, an eCommerce brand can connect Braze Surveys to their Agent-powered Canvas, so that a product review is intelligently parsed for sentiment and can instantly trigger a personalized, proactive email or SMS, and each customer is subsequently routed into the appropriate journey based on their experience.

Braze offers marketers greater flexibility in building custom AI agents, with both Braze-provided LLMs powered by Google’s Gemini models, and the option to bring-your-own-LLM from industry-leading companies like Anthropic, Amazon Bedrock, OpenAI, or Google’s Gemini models.

“Our partnership with Braze will bring the power and performance of Gemini models to more marketers,” said Jim Fairweather, Head of AI GTM at Google. “AI agents play a vital and transformative role in driving business innovation. They have the potential to enhance productivity, enable creative breakthroughs, and revolutionize workflows.”

In addition to custom agents, Braze is releasing Content Optimizer Agent – developed from the company’s previously announced Project Catalyst – which provides easy-to-use decisioning agents embedded directly in Braze Canvas and configurable in the Agent Console. The Content Optimizer agent presents powerful new opportunities to generate, test, and optimize content at every stage of the customer journey, helping marketers deliver more value to their customers, and ultimately their brands.

Smarter Campaigns. Deeper Connections. More Space for Creativity.

For many marketers, daily work can feel less about strategy and creativity and more about wrestling with technical hurdles. BrazeAI Operator™ cuts through operational barriers by providing a simple, unified experience for accessing AI to run analysis or take action in Braze immediately. By using intelligent agents to build campaigns and content, surface real-time insights, automate workflows, and answer questions, BrazeAI Operator dramatically simplifies execution. The result is more than just efficiency, it’s strategic leverage. Marketers are freed from time-consuming operational tasks and empowered to focus on setting bold goals, shaping strategy, and amplifying the creativity and human connection that only they can bring. This unlock allows teams to concentrate on the most critical aspects of their roles: orchestrating customer experiences that inspire loyalty and drive meaningful business growth.

A new integration of Braze with Snowflake Cortex AI enables marketers to interact with their data and analytics using natural-language queries within the BrazeAI OperatorTM. With this integration, marketers can leverage the power and security of the Snowflake AI Data Cloud to quickly understand their campaign effectiveness, identify key trends, and compare industry benchmarks, democratizing data analysis and enabling faster decision-making.

“The integration of Braze with Snowflake Cortex AI allows marketers to ‘talk to their data’, asking questions about everything from campaign performance to industry benchmarks and instantly receive insights and recommendations they can act on quickly,” said Dennis Buchheim, Global Head of Media, Entertainment, and Adtech/Martech at Snowflake. “This integration gives marketers the solutions they need to transform raw data into action, accelerating insights and impact for their organizations.”

And, with the introduction of the BrazeAITM Model Context Protocol (MCP) Server announced last month, marketers can effortlessly connect Braze data to their preferred AI clients such as Claude Desktop or Cursor and get conversational access to insights on their campaigns, canvases, segments, custom attributes, while technical teams can more easily integrate Braze data into their preferred AI tools and workflows.

Braze also unveiled enhancements for self-serve data activation, new features for interactive messaging, and powerful new deliverability features you can read more about here. For marketers looking to intelligently optimize customer experiences with AI, explore Braze’s latest solutions here.

Get to know Braze’s newest features and updates from Forge 2025:

• Tune into the event here.
• Learn more about new BrazeAI™ features here.
• Hear directly from Braze customers here.
• Explore the latest Forge product announcements here.

Availability: Below are the planned dates for feature availability as indicated

• BrazeAI Agent Console™: private Beta access– Now
• BrazeAI Decisioning Studio™: General availability – Now
• BrazeAI Operator™: Limited Feature Beta access – October 2025; Full Feature Beta access January 2026
• BrazeAI Content Optimizer Agent™: Beta access – Now
• BrazeAI MCP Server™: Beta access – Now

Snowflake Cortex AI integration: Beta access – December 2025