Salesforce to acquire Braze in $5.66B deal to expand AI marketing capabilities

By Mucahithan Avcioglu

ISTANBUL (AA) - US cloud software company Salesforce announced Tuesday that it agreed to acquire customer engagement platform Braze for $5.66 billion in enterprise value, expanding its artificial intelligence-powered marketing capabilities.

Under the definitive agreement, holders of Braze Class A common stock will receive $47.50 in cash per share, Salesforce said in a statement.

Braze helps businesses respond to customer behavior in real time and deliver personalized communications in mobile applications, websites, email, SMS and WhatsApp.

Its BrazeAI tools help marketers optimize content, offers, communication channels and timing to make customer interactions more relevant.

Salesforce said combining the capabilities with its Marketing Cloud, customer relationship management software and Data 360 platform would help businesses respond more quickly to customers and improve personalization.

The acquisition is expected to connect marketing more closely with companies' commerce, sales and customer service operations.

Braze serves 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.

The company, led by co-founders Bill Magnuson and Jon Hyman, would bring expertise in mobile experiences, data engineering and customer engagement to Salesforce's marketing business.

The transaction is expected to close in Salesforce's fiscal year 2028, subject to customary conditions, including approval from Braze shareholders and the required regulatory clearances.

Salesforce said the agreement is not expected to change its fiscal 2027 guidance. The company has not issued guidance for fiscal 2028 and did not provide an update to its long-term targets.

JP Morgan Securities is acting as Salesforce's exclusive financial adviser, while Qatalyst Partners is advising Braze.

Mücahithan Avcıoğlu