Salesforce has agreed to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value, marking a major move to strengthen its artificial intelligence (AI)-powered marketing capabilities. The deal is expected to combine Braze's real-time customer engagement technology with Salesforce's customer relationship management (CRM), Marketing Cloud and AI platforms.
Under the agreement, Braze shareholders will receive $47.50 per share in cash. The acquisition remains subject to customary closing conditions, including shareholder and regulatory approvals, and is expected to close in Salesforce's fiscal year 2028. Why Salesforce Is Acquiring Braze
Braze specialises in helping businesses coordinate personalised customer interactions across mobile applications, websites, email, SMS and WhatsApp. Its technology allows marketers to respond to customer behaviour in real time and adjust communication based on individual interactions.
By bringing these capabilities into its broader ecosystem, Salesforce aims to help businesses connect customer data with marketing execution more effectively.
The acquisition also supports Salesforce's wider strategy of expanding AI-driven services that can analyse customer signals, make decisions and deliver relevant experiences across digital channels.
AI Takes Centre Stage in Customer Engagement
Braze's AI capabilities help marketers optimise message content, promotional offers, communication channels and delivery timing. Rather than relying entirely on fixed marketing campaigns, businesses can use customer activity to adjust interactions as they happen.
For example, a retailer could respond to a customer's browsing behaviour with a relevant offer, while a mobile application could adapt its messaging based on how users engage with its features.
Integrating these capabilities with Salesforce's customer data and Agentforce platform could help businesses coordinate marketing with sales, commerce and customer service activities.
What the Deal Means for Salesforce Marketing Cloud
Salesforce expects Braze's technology to strengthen Marketing Cloud, particularly in cross-channel personalisation and high-volume business-to-consumer (B2C) engagement.
The combined capabilities could help companies build more connected customer journeys across digital touchpoints. Marketers may be able to use customer data more effectively, respond to behaviour faster and coordinate communications across channels.
Braze also brings an established customer base of approximately 2,770 businesses, including Canva, Instacart, Dairy Queen, Equinox and Venmo.
Growing Competition in the MarTech Market
The acquisition reflects the increasing importance of AI and real-time personalisation in marketing technology. Businesses are seeking platforms that can connect customer information with timely, relevant communication while reducing fragmented workflows.
For Salesforce, acquiring Braze provides an opportunity to strengthen its position in customer engagement, especially where mobile applications and fast-changing customer interactions are important.
However, the success of the deal will depend on how effectively the companies integrate their technologies, maintain customer confidence and deliver measurable value. Customers will also be watching for clarity on product roadmaps, platform integration and the future of existing tools.
Conclusion
Salesforce's proposed $5.66 billion acquisition of Braze underscores the growing role of AI in modern customer marketing. By combining real-time engagement technology with its CRM and AI ecosystem, Salesforce aims to help businesses deliver more personalised customer experiences at scale.
If completed as planned, the deal could reshape Salesforce Marketing Cloud's capabilities and intensify competition among marketing technology providers investing in AI-driven customer engagement.
