Salesforce to Acquire Braze for $5.66 Bn to Strengthen AI Customer Marketing
Salesforce has agreed to acquire customer engagement platform Braze for approximately $5.66 billion, with shareholders receiving $47.50 per share in cash and the deal expected to close in Salesforce's FY28. The acquisition will integrate Braze's event-streaming architecture and real-time messaging capabilities with Salesforce's CRM, Data 360, and Agentforce platforms. Braze enables coordination of customer interactions across mobile, web, email, SMS, and WhatsApp using AI to optimize content, offers, channels, and message timing based on live customer behavior.
Key points
- Salesforce acquires Braze for $5.66B in cash deal to strengthen AI-powered customer marketing.
- Integration combines real-time messaging and customer journey management with Salesforce's CRM and AI platforms.
- Braze platform processes live customer behavior data to personalize interactions across multiple channels.
- BrazeAI assists marketers in selecting content, offers, channels and optimal timing for customer engagement.
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