Enterprise AI
Salesforce has agreed to acquire customer engagement platform Braze for approximately $5.66 billion, strengthening its marketing capabilities with real-time customer data and AI-powered personalisation.
Under the agreement, Braze Class A shareholders will receive $47.50 per share in cash. The transaction is expected to close in Salesforce’s fiscal year 2028, subject to customary closing conditions.
Following the acquisition, Braze will join Salesforce Marketing Cloud, bringing its real-time messaging and customer journey management capabilities together with Salesforce’s CRM, Data 360 and Agentforce platforms. The integration aims to help businesses deliver more personalised customer experiences by connecting live customer behaviour with AI-driven engagement.
Braze serves approximately 2,770 customers, including Canva, Instacart, Urban Outfitters and Venmo, supporting brands in building meaningful customer relationships across digital channels.
Patrick Stokes of Salesforce said Braze’s ability to translate real-time customer behaviour into personalised engagement at scale complements Salesforce’s broader vision for marketing. Braze CEO and Co-founder Bill Magnuson emphasised the role of marketers and creativity in building brand differentiation.
