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Salesforce has agreed to acquire customer engagement platform Braze for approximately $5.66 billion, as the company looks to expand its marketing capabilities with real-time customer data and AI-powered personalisation. Under the terms of the agreement, Braze Class A shareholders will receive $47.50 per share in cash. The transaction is expected to close in Salesforce’s FY28. The acquisition will bring Braze’s customer engagement platform into Salesforce’s Marketing Cloud, combining its capabilities in real-time messaging and customer journey management with Salesforce’s CRM, Data 360, and Agentforce platforms. “Most of that wow comes from knowing your customer, and responding at just the right moment. Braze was built to turn live customer behaviour into personalised engagement at scale,” Patrick Stokes, President of Applications and Marketing at Salesforce, said in a statement. Salesforce said Braze’s technology is expected to complement four layers of its architecture: Data 360, Customer 360, Agentforce, and SIForce. Braze enables marketers to coordinate customer interactions across mobile applications, websites, email, SMS, and WhatsApp. Its platform uses event-streaming architecture to process customer activity and update profiles in real time, allowing businesses to adapt messaging and customer journeys based on user behaviour. The company’s BrazeAI platform uses AI to help marketers select content, offers, communication channels, and the timing of customer interactions. Salesforce plans to combine these capabilities with customer data and Agentforce to connect marketing activities with sales, commerce, and customer service. The deal comes as Salesforce expands its use of AI agents across its enterprise software portfolio. “Braze was built on the conviction that marketers and their creativity are a brand’s ultimate competitive advantage,” said Bill Magnuson, CEO and Co-founder of Braze. Braze serves approximately 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters, and Venmo. The company was co-founded by Magnuson and Jon Hyman. Salesforce said the acquisition would support its efforts to expand Customer 360 by combining customer data with real-time engagement across multiple channels.
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