AI agents that prioritize outcomes over output

BrazeAI™ Agents are autonomous AI assistants built into the Braze platform that help marketers work faster and smarter. They are highly configurable and can be deployed across the Braze platform, using your customers’ data and real-time context to automate tasks, personalize campaigns at scale, and help improve results across channels like email, push, in-app, and more.

Braze offers three complementary types of agents. Marketers can easily build agents with Operator for common marketing tasks, like content generation and feedback analysis. Custom agents are built in the BrazeAI Agent Console™, and let you design task-specific, LLM-powered assistants that plug in directly in your Braze workflows. AI decisioning agents, available through BrazeAI Decisioning Studio™, make decisions at the individual customer level to optimize any business KPI. These agents can personalize channel, offer, message, creative, timing, frequency and more. They autonomously experiment and continuously learn from every customer interaction.

Agent Console is an intuitive dashboard where marketers can create and manage custom agents without coding. You define the task, choose an AI model, and provide instructions (in the form of a prompt) for the agent. Agents are then invoked in either Catalogs or Canvases, to enrich data or personalize experiences, respectively. Currently, we are seeing customers use BrazeAI™ Agents to score leads, translate and localize content, and adapt communications based on customer behavior.

While traditional marketing automation runs on fixed rules and workflows defined in advance, custom agents bring AI models directly into Braze to generate outputs and route customers dynamically through Canvases. Instead of just following if/then logic, agents can enrich data, personalize content, and adapt to customer behavior in real time, giving marketers more flexibility and intelligence than conventional automation alone.

Brands can use BrazeAI™ Agents to tackle a range of marketing challenges, from driving conversions with personalized recommendations to reducing churn through timely offers, while also improving efficiency with tasks like scaling localization, enriching customer profiles, and automating campaign QA checks. Because agents can be shaped to fit each brand’s needs, they make it possible to scale everyday tasks and complex personalization in ways never before possible with Braze.

BrazeAI™ Agents support leading large language models from providers like OpenAI, Anthropic, AWS, Microsoft Foundry, Databricks, and Google Gemini, giving marketers flexibility to choose their preferred LLM. AI decisioning agents rely on reinforcement learning, a type of AI best-fit for marketing personalization that optimizes customer and business value. With the Braze Model Context Protocol (MCP), you can also securely connect external AI tools to your Braze data for more advanced use cases.

BrazeAI Decisioning Studio™ Pro puts full-strength 1:1 decisioning behind your highest-stakes journeys.

BrazeAI Decisioning Studio™ Go brings 1:1 decisioning to every journey, self-serve.