Braze consolidates in Brazil and offers new features for customer engagement

Braze, a customer engagement platform, ended the year with great news.As part of its global expansion, the company focused efforts in Latin America and in 2024 opened its first office in the city of Sao Paulo. During the year, Braze moved quickly to establish a strong presence in Brazil, hiring key executives, participating and organizing relevant events, delivering continuous innovations in its products and reinforcing its commitment to the local market. These initiatives demonstrate the company's commitment to meet the specific demands of the region and consolidate its position as a leader in customer engagement.

Hiring at full steam

In addition to announcing the hiring of two prominent executives, such as Rene Lima, Vice President of Sales and former Salesforce, and Raquel Braga, Marketing Director, former Zendesk, the company continues to pursue talent while maintaining its growth in the areas of Engineering, Technical Support, Marketing, Sales, Customer Success, People and Professional Services.

In 2024, the brand was also present at the main events in the market: Web Summit Rio, which was attended by President Myles Kleeger, MAMA Sao Paulo, eCommerce Forum Brazil, Digitalks and CMO Summit.

City X City Sao Paulo

In October, Braze brought to Brazil one of its main events, City X City. “ Holding a proprietary event in Brazil for the first time was a significant milestone for Braze, demonstrating its commitment to the local market and its recognition of the strategic importance of the region. This initiative offered a unique opportunity to connect directly with customers, partners and local stakeholders, promoting a closer and relevant dialogue. We count on the coming of Braze founder Bill Magnuson, as well as other renowned professionals, generating valuable insights on the marketing market and trends in Brazil”, explains Raquel Braga, responsible for curating the first edition.

What's to come

With over 10 years of continuous innovation in Artificial Intelligence, Braze offers a range of features of its BrazeAI SOLUTION TO help marketers experiment and create experiences for customers more quickly and effectively. The company's newest innovation, titled Project Catalyst (Beta planned for the first half of fiscal year 2026), is an agent that brings together investments across the BrazeAI spectrum to help marketers create and discover the best experience for each individual consumer.

How Project Catalyst works: marketers provide high-level guidelines for journeys, content, items and incentives, and specify a target audience and a goal. The agent then generates hundreds of variants for each component of that experiencethe subject, the tone of the message, the various offers available, the mix of channels, the best timing and more. It combines the best of each component to create an individual and unique experience for each consumer.

Marketers using Project Catalyst benefit from Braze's integrated technology, combining its rich data integrations, real-time flow processor, and multi-channel architecture to create relevant experiences across a variety of digital touchpoints.Moreover, marketers can combine capabilities between Project Catalyst and Braze Canvas, a code-free journey orchestration solution, to bring together hand-made experiences with machine-generated scale.