2025 Braze year in review: Major moments, milestones, and evolutions

The customer engagement landscape is shifting. New technologies keep cropping up, consumer attitudes continue to evolve, and marketers are having to put in significant time and effort to keep pace.

At Braze, we know how important it is for customer engagement teams to have access to the right tools, tactics, and infrastructure to power their customer messaging campaigns and deepen their knowledge of their audience. And this year, we saw a series of major advancements to the Braze platform that helped them do just that—as well as a series of big wins from our customers as they leveraged our technology to take their customer engagement programs to new heights.

Here are some of our top highlights, favorite moments, and major customer wins from the past 12 months.

AI agents, deeper insights, and brand new channels: Evolving the Braze platform to meet key customer needs

Consumers are engaging with brands across an ever-growing range of touchpoints and AI platforms, putting pressure on marketers to find ways to communicate with their customers where and when they prefer, and to do so in thoughtful, resonant ways. To make that challenging outcome easier to achieve, Braze developed a suite of agentic AI marketing capabilities that leverage autonomous artificial intelligence to power personalization at scale:

• The BrazeAI Decisioning Studio™ (Generally Available), which allows marketers to leverage their rich first-party data to determine the best channel, message, offer, timing, frequency, and more for each individual customer, supporting stronger results and better outcomes for recipients. BrazeAI™ decisioning agents use reinforcement learning—a powerful form of machine learning—to autonomously experiment and continuously adapt based on customer behavior.
• The BrazeAI Agent Console™ (Beta), which will allow marketers 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 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.
• The BrazeAI Operator™ (Beta), an AI agent that will help marketers to get work done more efficiently in Braze using simple, conversational prompts to support everything from on-brand content to personalized messaging to surfacing the insights that matter most.

Marketers also need to understand how their customer engagement program is performing and how they could uplevel their current efforts. To meet that need, we introduced the Braze MCP Server, which lets you tap conversational AI to ask any question about your Braze customer engagement data. This tool allows marketers to avoid complex technical SQL queries and waiting on data teams for assistance; instead, they can simply ask their favorite LLM about their Braze data. The best part: You can get set up in less than 10 minutes—and once that’s done, you can ask anything you want in plain English (“Summarize last month’s performance,” “Generate charts and visuals to add to the summary,” “What tweak can I make to have the biggest impact?” “What change will help me save the most time?”) and get answers and results in seconds. The result? Deeper insights, with less work.

The number of consumers using leading AI platforms has grown enormously over the past three years, creating a major new platform for engagement that marketers have to grapple with. That’s why when OpenAI gave brands the option to launch apps within ChatGPT, we swiftly debuted a new Braze integration with ChatGPT apps to allow marketers to make use of this channel to better understand and engage their customers—not only within their brand’s ChatGPT app but across channels. That allows brands to deepen their ability to understand and serve their customers on this major new platform, just as they once did on mobile.

When OpenAI subsequently released their own web browser, ChatGPT Atlas, in an apparent challenge to the supremacy of Google and their Chrome browser, Braze was quick to announce Web SDK support within 24 hours of the browser’s launch. That allows our customers to get in on this new, AI-powered browser on the ground floor—and to leverage Braze to gather information on user behaviors and preferences on their websites within Atlas and then connect with those users in responsive, personalized ways using Banners, in-browser messages, web Content Cards, and web push notifications.

Understanding your customers and your customer engagement program is essential. But a successful customer engagement approach also requires marketers to be able to reach and engage their users where they are. That’s why Braze prioritized the release of platform support for RCS, mobile and web Banners, WhatsApp Commerce, WhatsApp Flows, and Braze Audience Sync for WhatsApp ads. In addition, we doubled down on our partner ecosystem to support customers who leverage Braze in concert with other best-in-class tech solutions or agency partners, rolling out support for an enhanced Shopify integration, and also Braze Amplifiers, which are ready-to-use partner solutions designed to integrate with Braze to meet specific business challenges and use cases, and more. These new solutions solve problems for customers, open up new engagement opportunities, and allow Braze to work more effectively with other technologies, supporting stronger customer engagement outcomes for our customers.

Reliable, sustainable customer engagement at a massive scale: How Braze teams support better outcomes for our customers

For many brands, there’s no more important time of the year for their business than the winter holidays. These key weeks represent massive opportunities to drive stronger sales and connections with customers, but they also have significant risks—if the technologies they leverage can’t handle the speed, scale, and complexity it takes to send the kinds of exceptional marketing campaigns that consumers have come to expect. At Braze, this year was our busiest Cyber Week ever, with our customers using the Braze platform to send over 100 billion messages from November 25th to December 1st, 2025, with a peak of 59.9 billion messages delivered between Black Friday to Cyber Monday, up 19% from 2024. At same time, our platform was able to handle that heavy load while maintaining 100% uptime, a testament to the teams across our organization who work to prepare our infrastructure, people, processes, and customers for this essential time.

Building, maintaining, and evolving a best-in-class customer engagement platform is a major undertaking for our Product and Engineering teams, but we know how important it is for our customers to be able to count on the power, flexibility, and impact of our solution as they carry out their own campaigns. That’s why we were proud to announce that, for the third consecutive year, Braze was named a Leader in the 2025 Gartner® Magic Quadrant™ for Multichannel Marketing Hubs. We believe this sustained recognition underscores our commitment to empowering brands with a world-class customer engagement platform, a leading vision for the market, and a consistent track record of delivering on that vision to support long-term customer success.

You can see that same dedication to supporting our customers and their customer engagement needs when it comes to our customer-facing teams. In 2025, Braze continued our streak of earning the NorthFace ScoreBoard Award for achieving excellence in the area of Customer Service for the seventh year in a row and a Customer Relationship Management Institute LLC award for excellence in Customer Onboarding Services for the third year in a row. We know how important it is for our customers to have the expert guidance and technical support they need to reach, engage, and retain their own customers effectively.

Because Braze is leveraged by companies around the world, we take our commitment to supporting the global community through science-based climate work very seriously. This year, we made a significant leap forward by announcing public-facing emission reduction targets. Working with Science-Based Targets (SBTi), the globally recognized organization that helps companies set emissions reduction targets in line with the latest climate science, we have set near-term emission reduction goals to reduce scope 1 and 2 emissions 50.4% by FY’2033 from a FY’2023 base year and to reduce scope 3 emissions from purchased goods and services and business travel 58.2% by FY’2033 from a FY’2023 base year. This work, overseen by our Social Impact team in partnership with other departments, provides our customers with more insight into how Braze thinks about sustainability and the work we’re doing to reduce our climate impact.

Driving success across industries and fostering a community of winners: How Braze supports leading brands

While we’re certainly proud of all the innovation and evolution that the Braze platform and our teams have made possible, we’re even prouder of our customers and the work they’ve done using Braze to connect more deeply with their audiences.

Each year, we honor an impressive lineup of winners at the annual Braze Torchie Awards, highlighting the exceptional work done by marketers and other stakeholders as they advance customer engagement. This year’s winners included leading QSR brand Wendy’s, whose Torchie Award-winning campaign of the year generated over 10 million in-app impressions, more than 550,000 new digital accounts, and 1.12 million national offer redemptions. We also honored a dozen 2025 Braze Bonfire Marketers of the Month, including innovators from Bed Bath & Beyond, Sonder, SkyShowtime, foodpanda (a subsidiary of Delivery Hero), and more.

We’re also grateful to have had the chance to team up with category-leading brands to deliver transformative results, including Stash, the investing app with 1.3 million paying subscribers; 24S, LVMH's online luxury retailer; and Kayo Sports, part of the Foxtel Group, now a DAZN company, Australia's largest and fastest-growing sports streaming service:

• We helped Stash implement a sophisticated onboarding campaign that dynamically personalizes messaging based on user behavior, driving high-value actions like first deposit started, deposit setup submitted, and deposit completed conversions of over 19%. 24S used BrazeAI™ and Canvas to launch eight personalized triggered campaigns and Braze AI Item Recommendations to boost the brand’s add-to-cart rate by 7% and purchase conversation rate by 35%.
• By leveraging the Braze customer engagement platform and BrazeAI Decisioning Studio™ together, Kayo Sports was able to determine the optimal messages, creative, channels, send time, frequency, and promotions for each individual subscriber, resulting in a 14% increase in FY24 subscriptions and a 105% increase in cross-selling, all while subscription prices increased by 20%.

To help support these and other brands, our organization has worked to create, curate, and continuously uplevel a collection of actionable resources for marketing and customer engagement professionals. These resources, which include Braze Learning, the Braze Bonfire community of marketers, Braze Forge, and Braze Torchie Awards, offer marketing and customer engagement professionals countless opportunities to grow, connect, be inspired, and drive stronger business outcomes.

Braze is your partner for unlocking growth in 2026

Over the past 12 months, we’ve invested relentlessly in innovation, empowering our customers to deliver a sizable ROI in 2025 using Braze. Our resolution for the new year is to double down on what’s working—building powerful tools and connecting you to the channels, resources, insights, marketing and customer engagement leaders, and capabilities that enable you to generate the kinds of outcomes that take your business to the next level.

Ready to get started? Check out the Braze Inspiration Guide for 50+ impactful customer engagement use cases that you can leverage to successfully activate, monetize, and retain your users.