Salesforce agrees to acquire AI-powered marketing platform Braze for nearly $5.7B in enterprise value, paying $47.50 per share, set to close from February 2027

If you use Salesforce's marketing tools, the platform's AI-driven personalization and real-time engagement capabilities will be significantly enhanced.

Salesforce has signed a definitive agreement to acquire Braze, a customer engagement platform, for approximately $5.66 billion in enterprise value. The deal, expected to close in Salesforce's fiscal year 2028, will see Braze shareholders receive $47.50 in cash per share. Braze specializes in real-time, personalized customer engagement across multiple channels, utilizing AI to optimize interactions. The acquisition aims to enhance Salesforce's Marketing Cloud by integrating Braze's capabilities, particularly its AI-powered decisioning and event-streaming architecture, into Salesforce's Data 360 and Customer 360 layers. Braze, which serves around 2,770 customers including Canva and Instacart, will bring expertise in mobile experiences and customer engagement to Salesforce. The transaction is subject to customary closing conditions, including shareholder and regulatory approvals.

This acquisition signals Salesforce's aggressive push to integrate advanced AI and real-time customer interaction capabilities into its core CRM offering. By absorbing Braze, Salesforce directly competes with other platforms offering sophisticated B2C engagement solutions, aiming to provide a more unified and intelligent customer data platform. The move is indicative of a broader market trend where customer engagement demands increasingly sophisticated, AI-driven personalization at scale, especially for high-volume B2C interactions.

The integration is expected to bolster Salesforce's Marketing Cloud, enabling deeper cross-channel personalization and real-time optimization of customer journeys. For marketers, this acquisition promises more potent tools to understand and respond to customer behavior instantly, moving beyond static campaigns to dynamic, AI-informed interactions. The addition of Braze's expertise in mobile and event-streaming architecture suggests a future where seamless, hyper-personalized experiences across all touchpoints become the standard for B2C brands.