Braze, the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, today unveiled three major additions to its AI portfolio, alongside new conversational AI capabilities across messaging channels. Together, they 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, all while engaging customers with interactive messaging and product experiences.
Last year at Forge, Braze introduced BrazeAI Operator™, BrazeAI Agent Console™, and BrazeAI Decisioning Studio™. Today, Braze is building on those launches with BrazeAI Decisioning Studio™ Go, Agentic Standards, Operator Connect and Conversational Agents. All capabilities are available in beta and being actively tested by customers now, with Decisioning Studio Go and Agentic Standards expected to become generally available in October.
For years, 1:1 personalization has been one of marketing’s biggest ambitions and one of its hardest promises to deliver. A year ago, Braze announced BrazeAI Decisioning Studio™ Pro, providing fully customizable AI decisioning agents. Today, BrazeAI Decisioning Studio Go unleashes this frontier AI approach in a self-serve packaging with rapid time to value.
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 one billion combinations simultaneously, learning from and making personalized choices across massive consumer-scale audiences. Marketers can deploy an agent in minutes, replacing static rules and manual A/B testing with continuous 1:1 decisioning.
“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. “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.”
BrazeAI™ is dramatically speeding up how marketers design, build, and deploy marketing programs. To keep the entire process moving, quality assurance must move just as fast. 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.
Agentic Standards gives marketers the confidence to move faster and build more sophisticated programs. It evaluates every campaign and Canvas for issues across setup, copy, links, personalization, compliance, brand guidelines, and more, using rules marketers set once in Braze. It flags issues with pass, warning, or fail reporting, and working with BrazeAI Operator™, it can implement the fixes, with human sign-off wherever a brand wants it.
“In a highly regulated industry like ours, QA is one of the most important things we do,” said Josh Jones, Senior Manager, CRM AI Enablement at Sportsbet. “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 has long focused on making customer engagement faster. Operator Connect makes Braze headless, delivering its intelligence and capabilities directly into AI tools so teams can move from idea to execution without breaking the flow of work. Operator Connect extends BrazeAI Operator into agentic tools marketers already use, including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot, and other MCP-compatible tools. Actions are authenticated under the individual user’s identity and governed by that user’s Braze permissions.
"Leveraging Operator Connect using Braze MCP has already proven to be an exciting development for our customers,” said Jon Acosta, Head of Solution Delivery at Stitch. “By accelerating workflows, we see it increasing speed-to-market by up to 90%, enabling even more experimentation and innovation.”
Introduced today, Conversational Agents enable brands 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 with brand-specific guidelines, guardrails, and knowledge sources like product catalogs and FAQs.
Together, these capabilities build on the BrazeAI products introduced last year at Forge and continue momentum with greater intelligence, automation, and flexibility in the Braze Customer Engagement Platform.
About Braze
Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to AI-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. The company has been consistently recognized as a Leader in marketing technology by industry analysts and was named a G2 “Best of Marketing and Digital Advertising Software Product” in 2026. Braze was also named one of Built In’s 2026 Best Places to Work, one of America’s Greenest Companies for 2025 by Newsweek, and a 2025 Fortune Best Workplace in Technology™ by Great Place To Work®. The company is headquartered in New York with 15 offices across the Americas, EMEA, and APAC.
