TLDR: Braze has launched a new suite of AI-powered products, including BrazeAI Decisioning Studio, BrazeAI Operator, and BrazeAI Agent Console, at its annual Forge 2025 conference. These tools aim to transform customer engagement for enterprise clients by enabling personalized, high-impact experiences through autonomous AI agents, intelligent decisioning models, and seamless content generation, leveraging partnerships with Google Gemini and Snowflake Cortex AI.
LAS VEGAS – Braze (Nasdaq: BRZE), a leading customer engagement platform, announced today at its annual conference, Forge 2025, the release of its breakthrough BrazeAI™ products, designed to redefine customer engagement for enterprise clients. The new suite, comprising BrazeAI Decisioning Studio™, BrazeAI Operator™, and BrazeAI Agent Console™, is set to empower marketers with intelligent models, agents, and operators for smarter, faster, and more relevant engagement at scale.
The company’s vision is to evolve marketers from traditional campaign tacticians to strategic conductors, leveraging autonomous agents and decisioning systems to anticipate, optimize, and deliver compelling customer experiences across every touchpoint. This move comes as generative AI and reinforcement learning continue to reshape marketing workflows and customer interactions.
Bill Magnuson, CEO and Cofounder of Braze, emphasized the company’s long-standing commitment to transforming customer engagement. “For more than a decade, we’ve built a secure and scalable foundation through the Braze platform… Now, we’re entering the next era with a powerful, modular toolset of agents, operators, and models designed to plug directly into engagement strategies and optimize every interaction between brands and their customers,” Magnuson stated. He added that this wave of composable intelligence amplifies human connection and redefines possibilities for customer engagement by uniting human imagination with AI intelligence.
Key Components of the BrazeAI Suite:
BrazeAI Decisioning Studio™: This studio offers flexible and configurable AI agents that make individualized decisions aligned with company goals. It personalizes every aspect of customer communication—including channel, message, creative, offer, and frequency—by utilizing first-party data. The studio integrates OfferFit’s AI Decisioning Engine, acquired earlier this year, allowing autonomous agents to continuously learn from customer interactions.
BrazeAI Agent Console™: This console enables brands to create custom agents that bring generative and agentic AI directly into Braze Canvas and Catalogs. These agents support content generation, data enrichment, and intelligent orchestration for superior customer experiences. Marketers can choose between Braze-provided LLMs powered by Google’s Gemini models or bring their own LLM from providers like Anthropic, Amazon Bedrock, OpenAI, or Google’s Gemini. Jim Fairweather, Head of AI GTM at Google, highlighted the transformative role of AI agents in driving business innovation, enhancing productivity, and enabling creative breakthroughs.
BrazeAI Operator™: Designed to cut through operational barriers, the Operator provides a unified experience for accessing AI to run analysis or take action within Braze. It uses intelligent agents to build campaigns, generate content, surface real-time insights, automate workflows, and answer questions, thereby dramatically simplifying execution and freeing marketers to focus on strategy and creativity.
Strategic Integrations and Enhancements:
A new integration with Snowflake Cortex AI allows marketers to interact with their data and analytics using natural-language queries within the BrazeAI Operator™. Dennis Buchheim, Global Head of Media, Entertainment, and Adtech/Martech at Snowflake, noted that this integration empowers marketers to “talk to their data,” instantly receiving insights and recommendations to act on quickly.
Braze also introduced the BrazeAI™ Model Context Protocol (MCP) Server last month, facilitating effortless connection of Braze data to preferred AI clients like Claude Desktop or Cursor for conversational access to campaign insights. Additionally, the company unveiled the Content Optimizer Agent, developed from Project Catalyst, which provides embedded decisioning agents in Braze Canvas for generating, testing, and optimizing content.
Availability:
BrazeAI Agent Console™: Private Beta access – Now
BrazeAI Decisioning Studio™: General availability – Now
BrazeAI Operator™: Limited Feature Beta access – October 2025; Full Feature Beta access – January 2026
BrazeAI Content Optimizer Agent™: Beta access – Now
BrazeAI MCP Server™: Beta access – Now
Snowflake Cortex AI integration: Beta access – December 2025
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Braze, recently recognized as a Leader in the Gartner Magic Quadrant for Multichannel Marketing Hubs for the third consecutive year, continues to build on its foundation of composable intelligence, enabling marketers to combine and activate AI agents, models, and features across its platform for smarter, more meaningful customer engagement.
