Salesforce to buy Braze for $5.66 billion in AI marketing push

Salesforce announced plans to acquire Braze, an AI marketing firm, for about $5.66 billion, offering $47.50 per share in cash to Braze Class A common stockholders, according to Fast Company. Braze’s AI-powered multichannel marketing tools will be integrated into Salesforce’s core products, which the company says will enhance its enterprise solutions amid concerns over the future of traditional SaaS models.

For senior marketing and digital leaders, this signals a push towards more advanced, real-time AI engagement tools in regulated sectors. The integration could affect how brands design and automate customer interactions, raising questions about data use and compliance as AI takes a larger role in marketing.