Salesforce is once again spending billions on a customer engagement company. Braze, founded in 2011, is being acquired for $5.66 billion. Braze’s real-time AI technology will be integrated into Salesforce Marketing Cloud. The deal is expected to close next year.
The definitive agreement states an expected closing in fiscal year 2028, which for Salesforce runs from February 2027 to January 2028.
Braze focuses on real-time customer communication for B2C brands. The platform coordinates personalized messages across multiple channels, including apps, websites, email, text messages, and WhatsApp. To do so, it runs on a cloud-native architecture based on event streaming. This technology continuously updates customer profiles.
Annually, this involves trillions of messages and what it describes as “journey actions” for the customer. BrazeAI also optimizes content, offers, channels, and timing, again, largely based on AI. The company provides the software to 2,770 organizations, with Canva, Instacart, and Venmo among its client base.
From competitor to partner
Braze and Salesforce have so far been rivals in capturing and coordinating the customer experience through software. Agentforce Marketing (the new name for Salesforce Marketing Cloud) offers functionality similar to Braze’s. Braze, however, is more strongly focused on mobile-first engagement. Salesforce is, of course, more than just a customer relationship management platform; it integrates these marketing tools into a broader suite that includes CRM, service, and commerce. This involves data that tools like Braze can only access through integrations or API usage, resulting in added complexity.
According to Salesforce, Braze complements all four layers of its architecture: Data 360, Customer 360, Agentforce, and SIForce (formerly AIForce). Marketing Cloud is expected to benefit from stronger cross-channel personalization as a result. “Braze is built to turn real-time customer behavior into personalized engagement at scale,” says Patrick Stokes, President of Applications and Marketing at Salesforce.
Braze will continue to operate as a separate brand, according to CEO and co-founder Bill Magnuson. “The Salesforce platform helps us innovate faster,” he says.
Series of acquisitions
Salesforce previously acquired Own Company for $1.9 billion, which at the time was its largest acquisition since Slack. More recently, it acquired Cimulate, intended to make Agentforce Commerce smarter. The company is already leveraging Agentforce applications within its marketing operations as well.