Reports and Guides

We’ve reached a breaking point. Every day, the average person is bombarded by up to 10,000 commercial messages, yet our biological capacity to process information hasn't changed in millennia. For senior leaders, the challenge is clear: The more we try to reach the customer, the more we risk pushing them away. In an era of digital abundance, volume is no longer a virtue—it’s a source of friction. This report is a response to that friction. Cowry and Braze brought together the precision of AI and the insights of behavioral science to redefine the relationship between brand and consumer. In this report, we explore: 1. The shift from persuasion to partnership: Why marketing needs to support decisions, not just drive persuasion. 2. The psychology of personalization: Why AI-enabled personalization works, and when it may backfire, through a behavioral science lens. 3. Designing human-centered AI: Resolving the tension: How human-centered AI scales personalization without eroding performance or trust.

In the 2026 Braze Global Customer Engagement Review, we identified trends shaping the interactions between brands and customers worldwide. Through our analysis, which surveyed 2,300 marketing leaders worldwide, including 500 from Asia, we uncovered key insights specific to Asia. In this infographic, we explore: How AI can help Asian marketers better understand customer preferences, behaviors, and future actions. The various ways AI is being utilized across different Asian countries. How predictive AI can boost key metrics for brands in Asia.