Salesforce has announced an agreement to acquire customer engagement firm Braze for $5.6 billion. The deal aims to integrate Braze’s real-time engagement and AI decision-making tools into the Salesforce ecosystem, specifically enhancing the Marketing Cloud, CRM, and Data 360 platforms.
Following the acquisition, Braze’s technology will be incorporated into the broader Salesforce architecture, including Data 360, Customer 360, Agentforce, and SIForce. Braze AI Decisioning Studio previously processed over 17 billion personalized decisions in a single year, utilizing real-time customer behavior data across mobile apps, websites, email, and WhatsApp.
This transaction follows a series of recent strategic moves by Salesforce. In June, the company announced the acquisition of AI customer service platform Fin for $3.6 billion. Additionally, Salesforce recently finalized the purchase of m3ter, a platform focused on consumption-based monetization, and has reportedly held discussions to acquire Listen Labs for approximately $2 billion.
