Braze , the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, delivered a new set of AI capabilities that transform how marketers build and deliver engaging and relevant experiences for their customers. From reaching new audiences to driving conversion and long-term loyalty, these capabilities join together in an integrated platform that gives marketers a unified way to manage the full customer lifecycle.

BrazeAI Operator™ and BrazeAI Agent Console™, now generally available

BrazeAI Operator™ and BrazeAI Agent Console™ bring decisioning, content generation, and execution directly into the marketer’s workflow. By embedding AI into the core platform, teams can act on data in real time and turn strategy into live customer experiences faster.

• Speed up campaign execution with AI-powered content generation
• Reduce dependency on technical teams to get campaigns out the door
• Drive more relevant engagement by acting on customer data in real-time

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A unified approach to creative production and activation in Braze

The Braze Creative Studio connects creative production with campaign execution, giving teams a single place to manage assets and launch experiences. With direct integrations to Figma and Canva, it removes friction between design and delivery.

• Move creative assets seamlessly from design tools into live campaigns
• Maintain brand consistency across channels with centralized asset management
• Connect creative to real-time customer context for more relevant experiences

Flexible, regional infrastructure for AI-driven decisioning

BrazeAI Decisioning Studio™ can now be hosted in Europe on Google Cloud, giving brands more control over how and where their data is managed. This expansion supports decisioning while also meeting regional data requirements.

• Keep customer data closer to home with EU-based hosting
• Apply decisioning without compromising on data governance or compliance
• Scale AI-driven engagement globally with greater flexibility and control

“The world’s largest and most sophisticated brands are choosing Braze to drive their AI transformation during this period of rapidly evolving disruption and opportunity. But for AI to matter, it has to be more than a promise. It has to work, at scale, and be enterprise-ready,” said Bill Magnuson, Cofounder and CEO of Braze. “Braze is putting powerful, production-ready AI and creative tools directly into the hands of marketers to amplify their impact and define their competitive edge. Our new tools are live, the technology is proven, and the brands that seize this moment will build the businesses that customers remember.”

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These updates are being unveiled today at City x City London, Braze’s flagship EMEA event focused on the craft of customer engagement, at Olympia in London. The event brings together Europe’s leading marketers, product leaders, and customer experience teams to explore how brands are applying AI, real-time data, and creativity to drive more effective engagement. Through a combination of product showcases, customer-led sessions, and practical use cases, City x City London is designed to give attendees a clear view into how the most successful brands are putting AI to work, swapping ideas, and turning inspiration into action.

Enabling real-time, individualized engagement

BrazeAI Operator™ is a new in-dashboard AI assistant that helps marketers create campaigns, build custom agents, generate content, and troubleshoot workflows, reducing the time and technical expertise required to execute complex strategies.

Cleo, a global family care platform, used BrazeAI Operator™ to rebuild its welcome experience around individual member needs. This resulted in an 81% reduction in unsubscribes, a 97% drop in opt-outs on the first email, a 284% increase in app opens, and a 124% lift in push notification engagement.

The American Diabetes Association applied BrazeAI Operator™ to redesign its eCommerce journey, moving from a single-message approach to a more dynamic, multi-step experience that supports deeper engagement and follow-up interactions.

“I felt like I was talking to someone who worked for Braze. It’s my thought partner. I’m kind of addicted to it. I’m doing things that would have been completely impossible without the Operator.”
— Elaine Armbruster, Director of Digital Experience, American Diabetes Association

“The Operator literally thought of ways of using customer data I hadn’t even considered and incorporated it into advanced Liquid code. It prevented issues I wouldn’t have caught until QA, and I wouldn’t have known where to start troubleshooting.”
— Holly Jacobson, Sr Lifecycle Marketing Manager, Cleo