Salesforce Signs Definitive Agreement to Acquire Braze
Salesforce acquires Braze for $5.66 billion to accelerate agentic AI marketing
“AI is raising the bar for marketers, who now need agentic solutions that can understand customers, make decisions, and act in real time.”— Salesforce
Salesforce announced a $5.66 billion definitive agreement to acquire Braze, a real-time customer engagement platform, positioning the deal as a strategic move to lead the shift toward agentic AI in marketing. Braze's event-streaming architecture and BrazeAI capabilities are expected to integrate across Salesforce's Data 360, Customer 360, Agentforce, and SIForce layers. The acquisition signals that enterprise AI strategy is increasingly centering on real-time decisioning and agentic automation at scale in B2C marketing.