BrazeAI™ Agents

AI agents that prioritize outcomes over output

Q: What are BrazeAI™ Agents?

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 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.

Q: What types of agents does Braze offer?

Braze offers three complementary types of agents. Pre-built agents are ready to use for common marketing tasks like content optimization and campaign QA. Custom agents are created 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.

Q: How does the BrazeAI Agent Console™ work?

The 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, and we are excited to see how else you put BrazeAI™ Agents to work for you!

Q: How are custom agents different from conventional marketing automation?

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.

Q: What are common use cases for BrazeAI™ Agents?

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.

Q: Which AI models power BrazeAI™ Agents?

BrazeAI™ Agents support leading large language models from providers like OpenAI, Anthropic, 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™ Agents execute, learn, and optimize across every touchpoint powered by Braze—turning hours into seconds and messages into 1:1 interactions.

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Move from hype to impact with BrazeAI™

Work at warp speed

Transform your big ideas into meaningful moments with the BrazeAI Operator™.

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Personalize every journey

Generate content, analyze data, and make smarter decisions with BrazeAI Agent Console™.

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Optimize any KPI

Personalize customer communications with BrazeAI Decisioning Studio™.

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Work at warp speed

BrazeAI Operator™

Build your own Agents

Let BrazeAI Operator™ do the heavy lifting, like writing instructions, setting guardrails, incorporating customer data, and deploying agents directly into your Canvases or Catalogs.

Launch smarter campaigns

Create or update any Canvas or Campaign with AI-powered suggestions for the right attributes, personalization, and targeting.

Fix issues that pop up

Get instant diagnostics on any campaign, Canvas, or workflow, including clear, step-by-step guidance to resolve issues without the guesswork.

"I felt like I was talking to someone who worked for Braze. It’s my thought partner. I’m kind of addicted to it. It’s not exactly time savings. I’m doing things that would have been completely impossible without the Operator."

Elaine Armbruster

Director of Digital Experience, American Diabetes Association

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Personalize every journey

BrazeAI Agent Console™

Generate dynamic content

Create and localize messages using the context you choose, including customer attributes, event data, brand guidelines, and more.

Make smarter decisions in real time

Segment customers, identify product affinities, and choose the right journey paths, all within your goals and guardrails.

Turn messy data into meaningful insights

Convert unstructured inputs—survey responses, form fills, chat messages, and more—into clean, structured outputs like sentiment scores, customer attributes, and catalog matches.