Salesforce has agreed to acquire customer engagement platform Braze for approximately $5.66 billion in enterprise value, in a deal that doubles as a major bet on AI-driven marketing.
Under the agreement, Braze Class A shareholders will receive $47.50 per share in cash — a roughly 58% premium to Braze’s closing price before the announcement, which sent Braze shares up about 50% in premarket trading. The deal is expected to close during Salesforce’s fiscal 2028, pending shareholder and regulatory approvals.
Braze runs a cloud-native, event-streaming platform that turns live customer behavior into personalized messages across mobile apps, websites, email, SMS and WhatsApp, processing trillions of messages a year for around 2,770 customers including Canva, Instacart, Urban Outfitters and Venmo. Its BrazeAI tooling optimizes message content, offers, channels and timing.
Salesforce plans to fold Braze into Marketing Cloud, Data 360, Customer 360 and its Agentforce AI-agent platform. “Braze was built to turn live customer behavior into personalized engagement at scale,” said Patrick Stokes, Salesforce’s president of applications and marketing.
The acquisition extends a buying spree behind Agentforce: Salesforce closed its roughly $8 billion Informatica purchase in late 2025 and agreed to buy AI customer-service agent Fin for about $3.6 billion earlier this year. Salesforce said the Braze deal will not change its fiscal 2027 guidance.
As AI reshapes marketing, brands are pairing engagement platforms with creative AI tools such as Creatify, Gan.ai and Colossyan to personalize both the message and the media. See our Best AI Tools for Small Business in 2026 guide for more.
Source: Dealroom
