Braze launches new AI marketing & Customer engagement tools. Published on: 30th September 2026 at 10:02 AM Braze has used its annual Forge conference in Las Vegas to launch a major expansion of its AI offering, alongside a new strategic collaboration with Amazon Web Services (AWS) designed to help brands put generative AI deeper into their customer engagement programs. The tools have been launched to tackle automated decisioning, campaign quality assurance and conversational engagement. ADVERTISING Alongside the AWS deal, Braze has announced four additions to its AI portfolio: Decisioning Studio Go, Agentic Standards, Operator Connect and Conversational Agents. The company said the products are designed to move more of the experimentation, checking and execution involved in customer engagement into AI-powered workflows. Decisioning Studio Go is perhaps the clearest example for marketers. The self-service offering uses AI decisioning agents to determine the message variant, timing, day and frequency most likely to engage each individual customer. The agents can test more than one billion combinations simultaneously, according to Braze, with marketers setting the guardrails and deploying an agent without relying on technical teams or professional services. The product is currently in beta and is expected to become generally available on 14 October. Agentic Standards, meanwhile, targets a less glamorous but increasingly important part of AI-powered marketing: quality assurance. The AI-powered system reviews campaigns and Canvases for issues spanning setup, copy, links, personalisation, compliance and brand guidelines. It can flag issues using pass, warning or fail reporting, while working alongside BrazeAI Operator to implement fixes where required. Josh Jones, senior manager, CRM AI Enablement at Sportsbet, said the tool had already helped the company identify issues including missing unsubscribe links and eligibility segments. "In a highly regulated industry like ours, QA is one of the most important things we do," Jones said. "Agentic Standards has already closed some of our biggest gaps, like catching missing unsubscribe links or eligibility segments, and it's given us real confidence around consistency and compliance at scale." Braze is also taking its AI capabilities outside the platform through Operator Connect, which integrates Braze with AI tools including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot. That means marketers and developers can use those tools to analyse performance, develop campaigns, generate content and take actions in Braze without repeatedly switching platforms. Actions remain authenticated against the individual user's Braze permissions. Stitch head of solution delivery Jon Acosta said the company had seen the integration increase speed-to-market by up to 90 percent for its customers. Braze is also introducing Conversational Agents, allowing brands to have context-aware conversations with customers across WhatsApp, SMS, RCS and web. The agents can answer questions, interpret customer intent and recommend next steps using brand-specific guidelines, knowledge sources and live customer context. All four AI capabilities are currently in beta. Braze co-founder and CEO Bill Magnuson said the broader goal was to allow marketers to spend less time on the operational work surrounding customer engagement. "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," Magnuson said. The company's AWS partnership adds another layer to that strategy, giving brands access to Amazon Bedrock through Braze while expanding Braze's availability through AWS infrastructure and Marketplace. The collaboration will see Braze integrate Amazon Bedrock into its BrazeAI Agent Console, giving brands greater flexibility in how they build and scale AI-powered customer engagement experiences. "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 at Braze. "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." Braze said its platform processed 25.8 trillion data points and 10.2 trillion API calls during calendar 2025, while supporting more than 7.8 billion monthly active users. Join more than 30,000 advertising industry experts Get all the latest advertising and media news direct to your inbox from B&T.

Braze signs strategic collaboration agreement with AWS to advance ai-powered customer engagement. marketing collaboration Published on: Sep 30, 2026 SYDNEY, 30 September, 2026 - Braze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging(TM), today announced at Forge, its annual customer conference taking place September 28-30 at Fontainebleau Las Vegas, that it has signed a strategic collaboration agreement (SCA) with Amazon Web Services (AWS) to help brands accelerate innovation and deliver more relevant, personalised customer experiences at scale. Through the SCA, Braze is deepening its collaboration with AWS across generative AI and industry solutions. The companies will focus on helping customers bring emerging technology into everyday marketing workflows, with the flexibility of global infrastructure and AWS Marketplace making it easier for organisations to adopt and scale their customer engagement technology. "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, Braze. "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." Powering the Next Generation of Agentic Marketing As part of the SCA, Braze integrates Amazon Bedrock into BrazeAI Agent Console(TM), its AI agent orchestration offering. The integration gives brands greater flexibility in how they build and scale AI-powered customer engagement experiences using AWS generative AI services, helping marketing and technology teams turn advances in AI into revenue-driving customer experiences. Supporting global scale coupled with regional and vertical specialisation The agreement builds on Braze's continued global expansion using AWS infrastructure, including recent availability on AWS in the AWS Asia Pacific Regions (Japan and South Korea), which extends Braze's ability to support customers' regional data residency and performance requirements. That infrastructure supports customer engagement on a significant global scale. During calendar year 2025, the Braze platform processed 25.8 trillion data points and 10.2 trillion API calls, averaging approximately 19 million API calls per minute, while supporting more than 7.8 billion monthly active users and maintaining 99.99%+ uptime. This collaboration is also grounded in industry expertise, as Braze has achieved AWS Competency designations in Retail, Media & Entertainment, Advertising & Marketing Technology, and Travel & Hospitality - where Braze was recognised as a Competency Partner and named a Global Travel and Hospitality Technology Partner of the Year by AWS. Under the agreement, the companies will build on these proven credentials, working together on customer engagement use cases across these and additional verticals, including consumer packaged goods and financial services - helping brands adopt solutions shaped by the specific dynamics of their industry. Meeting customers at their preferred procurement channel Braze will also continue to expand in AWS Marketplace, giving eligible customers the ability to procure Braze using existing AWS commitments. Customer procurement of Braze in AWS Marketplace grew more than 80% year-over-year in fiscal 2026, and the momentum has accelerated: Braze just posted its largest AWS Marketplace quarter and largest first half on record, transacting more AWS Marketplace business in the first six months of this fiscal year than in the entirety of fiscal 2025. The agreement builds on this trajectory, reflecting growing customer preference for streamlined procurement on AWS. For Germany's Bundesliga, the expanded collaboration will create new opportunities to build on its existing technology investments while delivering more sophisticated customer experiences. By bringing customer engagement and AWS Cloud innovation closer together, the agreement helps the German Football League accelerate experimentation and turn customer insights into more relevant interactions. "Bundesliga fans expect every interaction with us to feel relevant and personal," said Uwe Vocks, Senior CRM Manager, Bundesliga Media GmbH. "Delivering that consistently requires the right technology working seamlessly behind the scenes. We see opportunity in AWS and Braze working more closely together. It can help our teams move faster, create better fan experiences and deliver more value to fans around the world." "We're excited to deepen our collaboration with Braze as they help organisations bring technology and marketing teams closer together around the customer," said Sean Cataldo, Director, NAMER Partner Sales, AWS. "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." Announced at Forge 2026 Braze announced the SCA at Forge 2026, its annual customer conference taking place September 28-30 at Fontainebleau Las Vegas. Forge brings together marketers, technology leaders and customer engagement practitioners to learn from peers, explore emerging technologies and put new ideas into practice. The agreement reflects the focus of this year's Forge theme, Made for this, which recognises that marketers have spent years adapting to new technologies and changing customer expectations and are uniquely equipped to take advantage of what comes next. Across more than 75 keynotes, breakout sessions, demos, masterclasses and other experiences, Forge attendees are hearing from leading brands, participating in hands-on learning and training, and exploring the technologies and strategies shaping the future of customer engagement.

Braze has signed a strategic collaboration agreement with Amazon Web Services to enhance AI-powered customer engagement capabilities. The partnership will integrate Amazon Bedrock into Braze's BrazeAI Agent Console, giving brands more flexibility in building AI-powered customer experiences using AWS generative AI services. The collaboration builds on Braze's AWS infrastructure expansion, including recent availability in AWS Asia Pacific regions covering Japan and South Korea. During 2025, the Braze platform processed 25.8 trillion data points and 10.2 trillion API calls, averaging approximately 19 million API calls per minute. The platform supported more than 7.8 billion monthly active users whilst maintaining 99.99% uptime. The agreement aims to help customers accelerate innovation and deliver personalised customer experiences at scale. Braze announced the partnership at Forge, its annual customer conference in Las Vegas.