Salesforce to Acquire Braze for $5.66 Billion to Expand AI Marketing

Salesforce announced on October 20, 2026, that it will acquire customer engagement platform Braze in a deal valued at approximately $5.66 billion. Under the agreement, Braze Class A shareholders will receive $47.50 per share in cash. Salesforce shares fell 2.6% in premarket trading following the announcement, reflecting an initially cautious investor response.

The acquisition aims to strengthen Salesforce’s artificial intelligence and digital marketing capabilities. Braze specializes in real-time customer engagement, helping businesses deliver personalized experiences through mobile applications, websites, email, and messaging platforms. Its AI-powered technology analyzes customer behavior to optimize marketing campaigns and communication. Braze serves approximately 2,770 customers, including Canva, Instacart, and Venmo. Salesforce plans to integrate these capabilities with its Marketing Cloud, Data 360, and Agentforce platforms.

The transaction is expected to close during Salesforce’s fiscal year 2028, subject to regulatory clearance and Braze shareholder approval. Salesforce confirmed that the acquisition will not change its fiscal 2027 financial guidance. The proposed purchase represents a significant investment in AI-driven customer engagement as enterprise software companies compete to deliver more sophisticated automation and personalization tools.