Salesforce has agreed to acquire customer engagement platform Braze in a deal valued at approximately $5.66 billion, strengthening its efforts to expand AI-powered marketing capabilities and customer engagement solutions.
Under the agreement announced on Tuesday, shareholders holding Braze Class A common stock will receive $47.50 per share in cash. Braze shares had closed at $30.04 on Monday before rising more than 51% on Tuesday to finish at $45.57 following the announcement. Trading was briefly halted before the market opened after the news emerged.
The transaction is expected to close in Salesforce’s fiscal 2028, subject to shareholder and regulatory approvals.
Braze develops customer engagement tools that use artificial intelligence to help businesses manage customer data, personalise communications and coordinate messaging across different channels. Its technology is designed to help marketers build stronger relationships with customers through more relevant and timely interactions.
Braze CEO Bill Magnuson said the company would continue investing in its customers and partners following the acquisition.
“Salesforce shares our commitment to marketers, and we’ll continue building as Braze and investing in the Braze community of customers and partners who built this company with us,” Magnuson said.
He added that Salesforce’s platform would help accelerate innovation and support marketers in building deeper, longer-lasting customer relationships.
The acquisition follows Salesforce’s recent moves to expand its enterprise AI portfolio. In June, the company announced plans to acquire AI customer service platform Fin for approximately $3.6 billion, aiming to strengthen its agentic AI capabilities for businesses.
In August, Salesforce and Anthropic also expanded their partnership, introducing a plugin called “Claudeforce”. The offering includes pre-built sales capabilities designed to help professionals draft emails, update records and perform other tasks using Anthropic’s AI models.
The proposed Braze acquisition further highlights Salesforce’s focus on bringing AI, customer data and marketing automation together within its enterprise software ecosystem. If completed, the deal would expand its capabilities in customer engagement as businesses increasingly adopt AI-driven tools to personalise interactions and improve marketing efficiency.
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