Drive relevance at scale with BrazeAI Decisioning Studio™ and new agentic updates

For marketers today, the pace of change can be overwhelming—every day brings new AI breakthroughs and AI startups scaling at lightning speed. At the same time, leaders are pushing their teams to demonstrate the value of their AI investments and use them to transform, augment, and enhance the way they work. Marketers are under immense pressure to adopt AI, stay ahead of the curve, and still keep up with a to-do list that only seems to grow every day. While every marketer wants to stay on the cutting edge, there are signs that the full value of AI hasn't yet been achieved. They’re looking for AI solutions that give them deeper context from their data, apply layers of intelligence to help them work faster and make smarter decisions, and transform customer interactions into relevant 1:1 experiences at scale.

While this is an exciting opportunity, we also recognize it can feel intimidating. For marketers adopting AI, two dimensions matter most: The marketer experience and the consumer experience. For marketers, AI can fundamentally transform how they work, providing greater strategic leverage, sharpening decision-making, and unlocking radical efficiency. For consumers, AI makes it possible for them to experience true, 1:1 personalization throughout the customer journey, making interactions more relevant, resonant, and impactful. To help brands achieve this vision, Braze is pleased to announce a series of new enhancements to BrazeAIᵀᴹ, informed by the philosophy of composable intelligence, designed to empower marketers to compose and combine AI agents at every layer of the platform for faster, more productive work and deeper, more relevant customer experiences.

Personalize everything with the BrazeAI Decisioning Studio™

Earlier this year, we welcomed the OfferFit organization to Braze, supplementing our functionality with a powerful, customizable, and flexible decisioning engine with a five-year track record of powering personalization at scale while driving business value for some of the world's largest organizations. Now we're excited to announce the BrazeAI Decisioning Studio™ (Generally Available), which tightens the integration of agentic decisioning with our real-time, cross-channel customer engagement platform, supporting true personalization at scale.

With the BrazeAI Decisioning Studio™, marketers can leverage their rich first-party data to determine the best channel, message, offer, timing, frequency, and more for each individual customer. BrazeAI™ decisioning agents use reinforcement learning—a powerful form of machine learning—to autonomously experiment and continuously adapt based on customer behavior. They personalize every aspect of communication by leveraging available data, including custom and industry-specific datasets. These agents learn from consumer actions, treating positive actions, such as conversions, purchases, and engagement as rewards, and negative actions, such as unsubscribes, as penalties. Over time, they identify patterns most likely to maximize rewards and minimize penalties, optimizing the KPIs that matter most—like profit and lifetime value—through ongoing, autonomous experimentation.

Marketers can use the BrazeAI Decisioning Studio™ to address the use cases most critical to their brand’s success. This could mean turning one-time users into premium subscribers, preventing churn, fine-tuning offers for key promotions and transforming passive participants into active brand ambassadors. Plus, marketers can view their use cases directly within the platform, uncover key insights about agent-driven decisions, and see how campaigns impact the metrics that matter most. Fully flexible and integrated into the Braze platform, the Decisioning Studio™ can also deliver value as a standalone product within any marketing stack.

The BrazeAI Decisioning Studio™ is already helping brands around the world personalize at scale. As Anthony O’Byrne, Managing Director of Revenue at Kayo Sports, put it: “Braze has supercharged our 1:1 relationship with customers by increasing the number of potential actions from 300 to 1.2 million.”

Amplify strategy, creativity and productivity with the BrazeAI Agent Console™

We’re also excited to unveil the BrazeAI Agent Console™ (Beta Now). This new feature will allow marketers to create, configure, and deploy agents throughout the Braze platform. Marketers will be able to unlock greater productivity and explore new possibilities with Agentic AI, turning complex tasks into seamless, automated workflows. Brands can build agents that operate within existing Braze features, like Canvas and Catalogs, to support a wide array of use cases and handle custom tasks. These agents can tackle both simple and complex workflows, from lead scoring, localization, and profile enrichment to selecting optimal content, uncovering intelligent customer insights, and personalizing journeys at scale.

For example, a US brand looking to expand into Central America could configure a custom agent to quickly translate an entire product catalog, complete with detailed descriptions, into Spanish so it’s ready for the new market, in a fraction of the time. It could then use the BrazeAI Content Optimizer Agent™ to generate multiple content variants for a promotional campaign and optimize them for maximum engagement rates. Finally, once a customer purchases and leaves a review on the product, the agent can automatically curate the follow-up messages and journey they receive, based on the perceived sentiment of the review.

Annalize van Deijl, Head of CRM at Mr. D, a South African food delivery and grocery company, shared her experience using the Content Optimizer Agent during the Beta program: “It concurrently tests a wide spectrum of content, which compresses our learning cycles, scales our capacity, and elevates our team to focus on high-level strategy.”

Do better work faster with the BrazeAI Operator™

AI is fundamentally transforming the marketer experience, helping teams work faster, be more productive, and make smarter decisions. To help marketers capitalize on these new opportunities, we’re introducing the BrazeAI Operator™ (In Development - Beta Q3). This AI agent is designed to enable marketers to get their best work done more efficiently in Braze using simple, conversational prompts.

The BrazeAI Operatorᵀᴹ is purpose-built with an intuitive, prompt-based interface and a deep understanding of customer engagement. From on-brand content to personalized messaging to surfacing the insights that matter most, the BrazeAI Operatorᵀᴹ will be like having a team of specialists—a copywriter, data analyst, and developer—at your side to help you accomplish more in less time.

The BrazeAI Operator™ will empower marketers to:

• Build and QA campaigns with ease: It will create relevant, on-brand campaigns while considering brand guidelines, channel-specific copy length, tone, and global style settings to support consistency and limit errors of the outputs.
• Generate immediate data insights: Prompt-based data analysis and reporting to give marketers access to insights that are otherwise difficult to uncover manually.
• Automate repetitive tasks: From writing Liquid syntax to building smarter audience segments, the Operator will handle time-consuming tasks automatically.
• Provide contextual guidance: It will help marketers use Braze more effectively by providing answers from Braze User Docs that consider the marketer’s current context (e.g., the page they are on or inputs they’ve provided) to deliver quick, actionable guidance in the moment.

With the BrazeAI Operator™, marketers will be able work smarter, not harder—leveraging AI to boost productivity, reduce errors, and free up their time to focus on high-impact strategic work. The first version of BrazeAI Operator™ will be available in Beta in late October and we'll be adding more capabilities throughout the winter.

BrazeAI™: Helping marketers evolve from campaign tacticians into strategic conductors of customer engagement

With these new advancements, we’re focused on fundamentally transforming both the marketer experience and the ways brands can drive relevance and influence the consumer experience.

For marketers, that means becoming even more productive, effective, creative, and strategic through the introduction of new AI agents. At the same time, we’re expanding the possibilities for how brands can drive 1:1 relevance at scale. These updates help marketers move beyond day-to-day campaign execution and become strategic conductors of autonomous customer engagement systems. In doing so, they can unlock new levels of mutual customer value, business growth, and impact from AI.

Interested in learning more? Check out the BrazeAI™ product page.

Forward-looking Statements

This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the anticipated development timelines of, performance of and benefits from Braze, its products and programs, including without limitation BrazeAI™ tools and products. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in Braze’s Quarterly Report on Form 10-Q for the fiscal quarter ended July 31, 2025, filed with the U.S. Securities and Exchange Commission on September 5, 2025, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.