Braze Unveils AI Innovations at Forge Event

Braze, a customer engagement platform provider, at its Forge user conference in Las Vegas unveiled its updated artificial intelligence portfolio, alongside new conversational AI capabilities across messaging channels to help marketers bring 1:1 decisioning to more customer journeys, automate critical campaign quality assurance, and work with Braze directly from the AI tools they already use.

Among the product releases is BrazeAI Decisioning Studio Go, a self-service offering that brings AI decisioning to more customer journeys; Agentic Standards, which automates critical campaign quality assurance; and BrazeAI Operator Connect, providing near-universal support across the Braze product for headless workflows.

Through Operator Connect, marketers and developers can bring Braze intelligence and capabilities directly into the AI tools where they already work. Braze is also introducing Conversational Agents to help companies engage customers through responsive, context-aware conversations across messaging channels.

"With today's launches, BrazeAI handles the experimentation, verification, and execution, so the world's most sophisticated marketers can focus on creativity, ambition, and judgment," said Bill Magnuson, co-founder and CEO of Braze, in a statement. "Decisioning Studio Go brings 1:1 decisioning to far more customer journeys, Agentic Standards tackles the operational risk that slows teams down, and Operator Connect puts the intelligence of Braze inside Claude, ChatGPT, Microsoft Copilot, and more. Our job is to put that power in their hands and close the gap between a great idea and the customers waiting to experience it. Marketers were made for this moment, and so was Braze."

Decisioning Studio Go gives marketers access to self-service AI decisioning agents. Within guardrails set by marketers, these agents experiment to determine the message variant, time of day, day of the week, and frequency most likely to engage each recipient. A Decisioning Studio Go agent can test more than 1 billion combinations simultaneously, learning from and making personalized choices across massive consumer-scale audiences.

Agentic Standards introduces a new approach to quality assurance: An AI-powered review that can reason across campaign setup, copy, links, personalization logic, and compliance requirements before messages reach customers. It flags issues with pass, warning, or fail reporting, and can identify naming, tagging, copy, personalization, and compliance issues without relying solely on line-by-line manual review. Working with BrazeAI Operator, it can implement the fixes, with human sign-off. Each check and fix is logged for audits.

Operator Connect makes Braze headless, delivering its intelligence and capabilities directly into AI tools like Claude, ChatGPT, Snowflake Cortex Code, and Microsoft Copilot, and other MCP-compatible tools. Marketers can develop campaigns, generate content, troubleshoot issues, and build AI agents that take action in Braze without switching platforms.

Operator Connect enables the following:

• Braze intelligence wherever work happens: Access workspace-aware Braze answers and actions from agentic tools and existing workflows.
• Programmatic control of Braze: Allows developers and technical marketers to connect their own agents and internal platforms to Braze.
• Continuity between thinking and execution: Move from an idea, analysis, or brief inside an AI environment toward action in Braze without repeatedly switching tools.
• Permission-aware agentic work: Authenticate actions as the individual user so existing Braze permissions continue to govern what an agent can access and do.

Conversational Agents enable companies to have responsive, context-aware conversations with customers across WhatsApp, SMS, RCS, and web. By answering questions, clarifying intent, and recommending relevant products, agents guide customers from discovery to conversion.

Conversational Agents empower marketers to do the following:

• Have on-brand conversations at scale: Equip agents with brand-specific guidelines, guardrails, and knowledge sources like product catalogs and FAQs so every response is accurate and on-brand.
• Turn customer intent into action: Go beyond pre-scripted messaging by interpreting natural language alongside live customer context to recommend the exact right next step.
• Provide always-on, multi-channel engagement: Respond 24/7 across WhatsApp, SMS, RCS, and web, ensuring customer messages are answered in the moment.

Braze also signed a collaboration agreement with Amazon Web Services (AWS) to help customers bring emerging technology into everyday marketing workflows and adopt and scale their customer engagement technology. Through the partnership, Braze integrates Amazon Bedrock into BrazeAI Agent Console, its AI agent orchestration offering, helping companies build and scale AI-powered customer engagement experiences using AWS generative AI services.

"Customer engagement is becoming increasingly connected to the technology decisions being made across the entire business, and marketers need those investments to translate into better experiences and stronger results," said Ed McDonnell, chief revenue officer of Braze, in a statement. "By deepening our collaboration with AWS, we bring together Braze's customer engagement expertise with the AI capabilities on AWS in ways that make innovation easier to put into practice. Ultimately, this agreement is about helping our customers move faster from possibility to measurable value."

"We're excited to deepen our collaboration with Braze as they help organizations bring technology and marketing teams closer together around the customer," said Sean Cataldo, director of North American partner sales at AWS, in a statement. "By expanding the ways Braze can use AWS generative AI services and building on our work together through AWS Marketplace, we can help customers innovate faster and turn new capabilities into meaningful business outcomes."