Braze has used its annual Forge conference in Las Vegas to launch a major expansion of its AI offering, alongside a new strategic collaboration with Amazon Web Services (AWS) designed to help brands put generative AI deeper into their customer engagement programs.
The tools have been launched to tackle automated decisioning, campaign quality assurance and conversational engagement.
Alongside the AWS deal, Braze has announced four additions to its AI portfolio: Decisioning Studio Go, Agentic Standards, Operator Connect and Conversational Agents.
The company said the products are designed to move more of the experimentation, checking and execution involved in customer engagement into AI-powered workflows.
Decisioning Studio Go is perhaps the clearest example for marketers. The self-service offering uses AI decisioning agents to determine the message variant, timing, day and frequency most likely to engage each individual customer.
The agents can test more than one billion combinations simultaneously, according to Braze, with marketers setting the guardrails and deploying an agent without relying on technical teams or professional services.
The product is currently in beta and is expected to become generally available on 14 October.
Agentic Standards, meanwhile, targets a less glamorous but increasingly important part of AI-powered marketing: quality assurance.
The AI-powered system reviews campaigns and Canvases for issues spanning setup, copy, links, personalisation, compliance and brand guidelines. It can flag issues using pass, warning or fail reporting, while working alongside BrazeAI Operator to implement fixes where required.
Josh Jones, senior manager, CRM AI Enablement at Sportsbet, said the tool had already helped the company identify issues including missing unsubscribe links and eligibility segments.
“In a highly regulated industry like ours, QA is one of the most important things we do,” Jones said. “Agentic Standards has already closed some of our biggest gaps, like catching missing unsubscribe links or eligibility segments, and it’s given us real confidence around consistency and compliance at scale.”
Braze is also taking its AI capabilities outside the platform through Operator Connect, which integrates Braze with AI tools including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot.
That means marketers and developers can use those tools to analyse performance, develop campaigns, generate content and take actions in Braze without repeatedly switching platforms. Actions remain authenticated against the individual user’s Braze permissions.
Stitch head of solution delivery Jon Acosta said the company had seen the integration increase speed-to-market by up to 90 percent for its customers.
Braze is also introducing Conversational Agents, allowing brands to have context-aware conversations with customers across WhatsApp, SMS, RCS and web. The agents can answer questions, interpret customer intent and recommend next steps using brand-specific guidelines, knowledge sources and live customer context.
All four AI capabilities are currently in beta.
Braze co-founder and CEO Bill Magnuson said the broader goal was to allow marketers to spend less time on the operational work surrounding customer engagement.
“With today’s launches, BrazeAI handles the experimentation, verification, and execution, so the world’s most sophisticated marketers can focus on creativity, ambition, and judgment,” Magnuson said.
The company’s AWS partnership adds another layer to that strategy, giving brands access to Amazon Bedrock through Braze while expanding Braze’s availability through AWS infrastructure and Marketplace.
The collaboration will see Braze integrate Amazon Bedrock into its BrazeAI Agent Console, giving brands greater flexibility in how they build and scale AI-powered customer engagement experiences.
“Customer engagement is becoming increasingly connected to the technology decisions being made across the entire business, and marketers need those investments to translate into better experiences and stronger results,” said Ed McDonnell, chief revenue officer at Braze.
“By deepening our collaboration with AWS, we bring together Braze’s customer engagement expertise with the AI capabilities on AWS in ways that make innovation easier to put into practice. Ultimately, this agreement is about helping our customers move faster from possibility to measurable value.”
Braze said its platform processed 25.8 trillion data points and 10.2 trillion API calls during calendar 2025, while supporting more than 7.8 billion monthly active users.
