Braze is doubling down on AI. At its annual Forge 2025 conference, the customer engagement platform rolled out a sweeping new suite of tools under the banner BrazeAI™, designed to help marketers hand off more work to intelligent agents—without losing the creative spark that drives customer loyalty.

The pitch? Smarter, faster, and more personalized campaigns at scale.

From Campaign Tactics to AI Conductors

Braze wants to push marketers out of the campaign-weary trenches and into a more strategic role: conducting a digital orchestra of AI agents that anticipate, optimize, and execute across every touchpoint. Think less manual list segmentation, more autonomous decision-making.

The launch includes three headliners:

• BrazeAI Decisioning Studio™ – Configurable AI agents trained to make individualized marketing decisions using first-party data, from message frequency to offer targeting. It integrates OfferFit’s AI engine, which Braze acquired earlier this year.

• BrazeAI Agent Console™ – A control hub for building custom generative AI agents that handle everything from content creation to real-time sentiment analysis. Brands can use Braze’s own models powered by Google Gemini or plug in LLMs from OpenAI, Anthropic, or Amazon Bedrock.

• BrazeAI Operator™ – A marketer-friendly console for running analysis, automating workflows, and generating campaign assets with minimal fuss. Integration with Snowflake Cortex AI even allows teams to “talk to their data,” querying campaign performance in plain English.

Why It Matters

AI-driven marketing isn’t exactly new—Adobe, Salesforce, and HubSpot are all chasing the same playbook—but Braze is leaning hard into agentic AI, the idea that autonomous agents can run continuous, adaptive engagement at scale. That’s a step beyond basic generative AI copywriting or predictive analytics.

For marketers, the promise is clear: fewer repetitive tasks, more time spent on strategy and creative direction. Or, as Braze CEO Bill Magnuson framed it, “uniting human imagination with AI intelligence.”

Agents That Learn (and Earn)

One standout is the Content Optimizer Agent, spun out of Braze’s “Project Catalyst.” It can automatically test, tweak, and optimize creative within Braze’s campaign builder, potentially cutting down weeks of A/B testing into hours.

Another highlight: integration with the BrazeAI Model Context Protocol (MCP) Server, which connects Braze data to external AI tools like Claude Desktop. That makes it easier for teams to pull insights into the platforms where they already work.

The Bigger Picture

The move comes as enterprise marketing stacks brace for the AI wave. With generative AI and reinforcement learning reshaping customer engagement, platforms are racing to embed deeper intelligence without overwhelming marketers with complexity.

Braze’s bet is that composable AI agents—not monolithic AI “assistants”—will win out. That flexibility could prove a differentiator as brands demand tools tailored to their own data and customer journeys.

The company also brings credibility to the table, having recently been named a Leader in Gartner’s Magic Quadrant for Multichannel Marketing Hubs for the third straight year.

The Bottom Line

If mobile and cloud defined the last two decades of marketing tech, Braze wants to make the case that AI agents are the next great shift. For brands struggling to personalize at scale, it’s a tempting pitch: let the machines sweat the small stuff, while marketers focus on ideas that actually move the needle.

Whether Braze’s agent-driven approach sets the industry standard—or just adds more complexity to already overloaded stacks—remains to be seen. But one thing’s clear: customer engagement is entering a very different era.

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