Salesforce Agrees $5.66 Billion Braze Deal to Expand AI Marketing

Salesforce announced on 20 October that it has signed an agreement to acquire customer-engagement platform Braze at an enterprise value of about $5.66 billion, adding another acquisition to its push into AI-powered business software.

Braze Class A shareholders would receive $47.50 per share in cash. That represents a premium of about 58.1% to the previous closing price, Reuters reported.

Braze's technology helps brands respond to customer behaviour in real time across apps, websites, email and messaging services. Its AI tools help marketers choose content, offers, channels and timing. The company serves roughly 2,770 customers, including Canva, Instacart and Venmo.

Salesforce said Braze's capabilities are expected to strengthen Marketing Cloud's personalised engagement and complement its broader data and AI platforms. Those are planned benefits, not results already delivered by the combination.

The acquisition remains subject to Braze shareholder approval, regulatory clearance and other closing conditions. Salesforce expects completion in its fiscal year 2028 and said the agreement does not change its fiscal 2027 guidance.

Sources: Reuters report, 20 October 2026; Salesforce official announcement, 20 October 2026.

Archival photo: Salesforce Tower and the San Francisco skyline, 2022. Sharon Hahn Darlin / Wikimedia Commons, CC BY 2.0. Cropped to 16:9 by Morval Universal.