Marketers are done piloting AI. BrazeAI™ puts it to work.

When it comes to leveraging AI for customer engagement, the question facing marketers is no longer if they should use it, it’s how they are using it, and whether that approach is really delivering value. Today, more than 99% of marketing leaders report that their brands are already using AI for customer engagement, reflecting just how central this technology has become to brands and their marketing plans. But adoption has not led to consistent results: A 2025 MIT study found that only 5% of AI investments bring in positive ROI, showcasing a major issue as brands look to access the full value of this transformative technology.

Braze is closing that gap with the launch of the BrazeAI Operator™ and the BrazeAI Agent Console™. These products, two pillars of our AI offering, let marketers build and deploy agents at rapid speed and massive scale to create relevant experiences for each individual customer. Brands like Luxury Escapes, Dayuse, ConsumerAffairs, and Cleo are already seeing the impact of these new capabilities.

The BrazeAI™ difference: AI built for outcomes, not output

AI is only valuable if it drives results. And years of AI hype, vaporware, and broken promises have confused the market, making it difficult for brands to tell if the technologies they’re buying are transformative…or just performative.

At Braze, we’ve prioritized effectiveness and impact from the beginning, and those efforts have borne fruit—helping marketers at leading brands leverage AI in order to move faster, personalize more effectively, and drive real, measurable results that strengthen their customer relationships and bolster their bottom lines.

By taking advantage of the BrazeAIᵀᴹ to support their customer engagement efforts, brands can:

• Power user journeys with autonomous agents: Lifecycle marketers can leverage the BrazeAI Agent Console™ to create autonomous agents that can generate relevant content using real-time context, make decisions for individual user journeys, and interpret data based on a brand’s defined goals and guardrails. The Agent Console allows marketers to configure and deploy agents without a dependency on technical teams or external tools.

• Let the Operator build for you in Braze: Marketers have big ideas, but often lack the bandwidth and technical support needed to bring them to life. The BrazeAI Operator™ fills that gap, serving as an in-dashboard assistant that can take direct action in Braze, such as building content, writing HTML or Liquid personalization, or creating entire user journeys. These capabilities become even more impactful as the Operator builds agents in the Agent Console, which can then be embedded in Canvases and Catalogs to deliver deeper personalization. Braze is a powerful engine for exceptional customer engagement, and with the Operator, every marketer has the capability to use it to its full potential.

• Expand the use of BrazeAIᵀᴹ to drive impact across regions: With the launch of our BrazeAI Decisioning Studio™ EU data center, it's now possible to take advantage of BrazeAI Decisioning Studio™ without needing to host data outside of the EU. That's a game changer for many European marketers, allowing them to take advantage of reinforcement learning to scale their personalization and optimization efforts.

BrazeAIᵀᴹ: Empowering marketing to uplevel customer engagement outcomes

To see what’s possible now for marketers, let’s look at the impact of the BrazeAI Agent Console™ and the BrazeAI Operator™.

1. The BrazeAI Agent Console™

Agents are the future of customer engagement. As the consumer expectations continue to rise, the technology needed to reach, engage, and retain them is growing more sophisticated. Autonomous AI agents capable of carrying out key tasks and processes without constant human oversight (but in alignment with the goals and guardrails they're given) will be key to meeting the needs and wants of tomorrow's customers.

To give marketers the ability to leverage agents to amplify strategy, creativity, and productivity, Braze developed the BrazeAI Agent Console™. The Agent Console makes it possible to easily create, configure, and deploy custom AI agents in Braze Catalogs and Canvases, turning complex tasks into seamless, automated workflows that can support a vast range of use cases and custom tasks.

Brands can leverage the Agent Console to:

• Automatically create messages, customized at the moment of send based on customer behavior, event data, and brand guidelines.
• Create dynamic, highly-targeted segments and use them to route users down journey paths based on real-time context.
• Take messy, unstructured data (think form fills, customer responses in two-way channels like RCS) and use them to update user profiles, analyze customer sentiment, and even personalize in-the-moment messages.
• Update Catalogs in real time, instantly adding product descriptions or localizations in dozens of languages.
• Choose the most relevant products or offers based on customer signals and event data.

What does that look like in practice?

• Luxury Escapes replaced manual segmentation with an agent capable of classifying users by level of intent, boosting revenue per user by 10%
• Dayuse leveraged the Agent Console to personalize the messages sent to customers based on each individual's purchase history, increasing repeat bookings by 23%
• ConsumerAffairs used the Agent Console to make recommendations to customers who weren't engaged or hadn't shared much personal data, boosting clicks per open by 3.5X and raising conversions by 2X.

2. The BrazeAI Operator™

Today's marketing teams are often buried in busywork and minutiae, unable to take full advantage of the transformational power that AI has brought to customer engagement over the past five years. It's not enough to give marketers more sophisticated technologies, to overcome this challenge, you need to find ways to make it easier for them to leverage those technologies, without requiring more time and bandwidth.

The BrazeAI Operator™ makes that possible. Purpose-built with an intuitive, prompt-based interface drawing on a deep understanding of the needs of customer engagement teams, The Operator unlocks the full potential of Braze customers, allowing them to work faster, be more productive, and make smarter decisions as they optimize and uplevel their engagement efforts. From on-brand content to seamlessly personalized messaging to swiftly surfacing the insights that matter most, the Operator is like having a Braze expert at your side, allowing you to stretch your time, focus, and effort further than ever before.

What does that look like in practice?

"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

“The Operator literally thought of ways of using customer data I hadn't even considered, which it incorporated with very advanced Liquid code. The Operator prevented some subtle issues I wouldn't have caught until I went to QA, and I wouldn't have known where to start troubleshooting.“

Holly Jacobson

Lifecycle Marketing Manager, Cleo

Final thoughts

AI will increasingly define what’s next for customer engagement—but seeing the full impact of this transformative technology means focusing on business and consumer outcomes, not just AI outputs. BrazeAIᵀᴹ makes that vision a reality.

The iconic brands of the AI age will be the ones that embrace agents as a means of driving outcomes. Businesses that treat AI as a feature checkbox will join the 95% still waiting for ROI.

Ready to learn more about BrazeAIᵀᴹ? Check out our BrazeAIᵀᴹ 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 performance of and expected benefits from Braze and its products and features. 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 the Braze Annual Report on Form 10-K for the fiscal year ended January 31, 2026, filed with the U.S. Securities and Exchange Commission on March 25, 2026, 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.