Braze redefines customer engagement rules with new BrazeAI™ products

Braze (Nasdaq: BRZE), the customer engagement platform that empowers brands to be Be Absolutely Engaging, is redefining customer engagement with the launch of the innovative BrazeAI PRODUCTS, announced today at its annual conference, BrazeAI, Forge 2025. brazeai equips marketers with intelligent models, agents and operators that empower them to deliver smarter, faster and more relevant engagements at scale. By enabling customers to bring their own AI agents to their customer data and journeys, and assign AI decision models to their most valuable use cases, BrazeAI Operator and BrazeAI Agent Console give marketers the flexibility to orchestrate personalized, high-impact experiences through composable intelligence.The new Braze AI way including BrazeAI Decisioning Studio, BrazeAI Operator and BrazeAI Agent Console put agents to work by enabling them to drive new levels of intelligent business interaction and build continuous results.

“Forge 2025 announcements reinforce how Braze is at the forefront of transforming customer engagement. By integrating generative AI, autonomous agents and real-time data, we offer brands in Brazil an unprecedented ability to personalize journeys, accelerate conversions and build lasting relationships.More than technology, we deliver context and applied intelligence, allowing every interaction to translate into business growth and genuine customer loyalty”, said Braze LATAM Vice President of Sales.

Just as mobile and cloud have transformed the last two decades of business, the rise of generative AI and reinforcement learning is now reshaping how marketers work and how customers engage. Braze envisions marketers evolving from campaign tactics to strategic conductors, driving autonomous agents and decision systems that anticipate, optimize and deliver compelling experiences at every touchpoint for maximum business impact. Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs for the third year in a row, Braze is embracing this new era of AI agentic marketing, empowering marketers to turn data into action, imagination into reality, and every interaction into deeper customer loyalty.

“From the beginning, our vision has been to transform customer engagement in close partnership with the most creative and ambitious marketers in the world of”, said Bill Magnuson, CEO and co-founder of Braze.“For more than a decade, we have built a secure and scalable foundation through the Braze platform, enabling global brands to establish meaningful connections with their customers.Now, we are entering the next era with a powerful modular set of agents, operators and models designed to connect directly to engagement strategies and optimize every interaction between brands and their customers.This wave of composable intelligence not only automates tasks; it empowers the future marketing professionals to orchestrate and orchestrate the human edge.”

Configurable AI Agents to Drive Brand Loyalty and Accelerate Growth

Marketers are not just implementing AI, they are training it to understand what matters most to their customers and the business, providing context for it to make autonomous decisions at scale. BrazeAI Decisioning Studio offers flexible, configurable AI agents that make individualized decisions aligned with company objectives. These agents can customize every aspect of customer communication 1 channel, message, creation, offer, frequency and more & & & & & more using all available primary data to create relevant, bespoke experiences that can only be achieved through the power of AI.

With BrazeAI Decisioning Studio, marketers can innovate with confidence as autonomous agents continuously learn from every customer interaction.BrazeAI Decisioning Studio represents the integration of OfferFit's AI decision engine into the Braze platform after its acquisition earlier this year.

Autonomous Agents.Human Impact.

The Braze real-time streaming platform continuously ingests primary contexts from multiple channels and systems, making them available in real-time to BrazeAI. With the announced expansion of BrazeAI, marketers can now define and manage their own autonomous agents that execute, learn and optimize on customer engagement workflows.

The BrazeAI Agent Console it allows brands to create custom agents that bring the power of generative and agentic AI directly to Braze Canvas and Catalogs. BrazeAI agents support everything from content generation, data enrichment and intelligent orchestration, to delivering a superior customer experience. For example, an e-commerce brand can connect Braze Surveys to its Canvas with Agents, so that a product review is intelligently interpreted as to sentiment and can instantly trigger a personalized and proactive email or email, with each customer subsequently being directed to the proper SMS journey based on their experience.

Braze gives marketers greater flexibility in building custom AI agents, with LLMs provided by Braze itself and based on Google's Gemini models, plus the option to bring their own LLM from industry-leading companies such as Anthropic, Amazon Bedrock, OpenAI or Google's Gemini models.

“Our partnership with Braze will bring the power and performance of Gemini models to more” marketers, said Jim Fairweather, Head of AI GTM at Google.“AI agents play a vital and transformative role in driving business innovation.They have the potential to increase productivity, enable creative breakthroughs and revolutionize workflows”

In addition to custom agents, Braze is launching the Content Optimizer Agent ''developed from the previously announced Project Catalyst & iD, which offers easy-to-use decision agents integrated directly into Braze Canvas and configurable into the Agent Console.The Content Optimizer Agent presents powerful new opportunities to generate, test and optimize content at every step of the customer journey, helping marketers deliver more value to their customers and ultimately their brands.

Smarter campaigns. Deeper connections. More room for creativity.

For many marketers, daily work can feel less about strategy and creativity and more about dealing with technical barriers. BrazeAI Opera eliminates operational obstacles by providing a simple, unified experience to access AI and perform analysis or take action at Braze immediately. By using intelligent agents to create campaigns and content, reveal real-time insights, automate workflows and answer questions, BrazeAI Operator radically simplifies execution.The result is more than efficiency: it is strategic leverage. Marketers are free of operational tasks that consume time and become empowered to focus on setting bold goals, shaping strategy and amplifying the creativity that can only inspire the critical connection that can lead to critical and deliver on the business.

A new integration of Braze with Snowflake Cortex AI enables marketers to interact with their data and analytics through natural language queries within BrazeAI Opera TEM. With this integration, marketers can leverage the power and security of Snowflake AI Data Cloud to quickly understand the effectiveness of their campaigns, identify key trends, and compare industry benchmarks, democratizing data analytics and enabling faster decision making.

And with the introduction of the BrazeAI Model Context Protocol (MCP) Server, announced last month, marketers can easily connect Braze data to their preferred AI customers like Claude Desktop or Cursor and gain conversational access to insights into their campaigns, canvas, segments and custom attributes, while technical teams can more easily integrate Braze data into their preferred AI tools and workflows.

Braze also revealed improvements for self-serve data activation, new features for interactive messaging, and powerful new deliverability features that you can read more about in detail here. for marketers who want to intelligently optimize customer experiences with AI, explore the latest Braze solutions here.

Learn about the latest Braze features and updates presented at Forge 2025:

• Follow the event here.
  ^learn more about the new features of BrazeAI here.
  ''Outside Braze's customers here.
  Explore the latest Forge product announcements here.

Availability: below are the planned dates for resource availability as indicated
''' BrazeAI Agent Console: private Beta access & Available
''' BrazeAI Decisioning Studio: general availability & Available
''' BrazeAI Opera: limited-resource Beta Access 2025 October; full-resource Beta Access 2026 January 2026
BrazeAI Content Optimizer Agent: beta access & Available
''' BrazeAI MCP Server beta Access is Available
''' Integration with Snowflake Cortex AI: beta Access December 2025