Braze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, today unveiled three major additions to its AI portfolio, alongside new conversational AI capabilities across messaging channels. Together, they help marketers bring 1:1 decisioning to more customer journeys, automate critical campaign quality assurance, and work with Braze directly from the AI tools they already use, all while engaging customers with interactive messaging and product experiences.
Last year at Forge, Braze introduced BrazeAI Operator™, BrazeAI Agent Console™, and BrazeAI Decisioning Studio™. Today, Braze is building on those launches with BrazeAI Decisioning Studio™ Go, a self-service offering that brings AI decisioning to more customer journeys; Agentic Standards, which automates critical campaign quality assurance; and BrazeAI Operator™ Connect, providing near-universal support across the Braze product for headless workflows. Through Operator Connect, marketers and developers can bring Braze intelligence and capabilities directly into the AI tools where they already work. Braze is also introducing Conversational Agents to help brands engage customers through responsive, context-aware conversations across messaging channels.
These launches build on a year of BrazeAI™ releases and ongoing product improvements. All capabilities are available in beta and being actively tested by customers now, with Decisioning Studio Go and Agentic Standards expected to become generally available in October.
“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,” said Bill Magnuson, co-founder and CEO of Braze. “Decisioning Studio Go brings 1:1 decisioning to far more customer journeys, Agentic Standards tackles the operational risk that slows teams down, and Operator Connect puts the intelligence of Braze inside Claude, ChatGPT, Microsoft Copilot, and more. Our job is to put that power in their hands and close the gap between a great idea and the customers waiting to experience it. Marketers were made for this moment, and so was Braze.”
Bringing 1:1 AI decisioning to every customer journey
For years,1:1 personalization has been one of marketing’s biggest ambitions and one of its hardest promises to deliver. Marketers know that each customer should receive individualized experiences, but the legacy approach of manually testing combinations of messages, timing, and frequency neither performs nor scales across an entire customer base. A year ago, Braze announced BrazeAI Decisioning Studio™ Pro, providing fully customizable AI decisioning agents that make 1:1 decisions to maximize any business metric. Today, BrazeAI Decisioning Studio Go unleashes this frontier AI approach in a self-serve packaging with rapid time to value.
Decisioning Studio Go gives marketers access to self-service AI decisioning agents. Within guardrails set by marketers, these agents experiment to determine the message variant, time of day, day of the week, and frequency most likely to engage each recipient. A Decisioning Studio Go agent can test more than one billion combinations simultaneously, learning from and making personalized choices across massive consumer-scale audiences. Marketers can deploy an agent in minutes, replacing static rules and manual A/B testing with continuous 1:1 decisioning.
As a self-service offering, Decisioning Studio Go extends AI decisioning capabilities to more marketing teams, eliminating the need to engage technical teams or professional services to build and deploy personalized 1:1 journeys. The result is that teams can apply continuous 1:1 optimization across more customer journeys, improving relevance and engagement without multiplying tests, rules, or operational work.
Decisioning Studio Go:
- Puts 1:1 decisioning directly into marketers’ hands: Set up and deploy an AI decisioning agent in minutes without relying on technical teams or services.
- Moves beyond traditional A/B testing: Continuously experiment rather than manually testing a limited number of predefined options.
- Makes decisions at the individual level: Optimize message variants, including subject lines, creative, and calls to action, alongside timing, day, and frequency for each customer.
Decisioning Studio Go is currently in beta and is expected to become generally available on October 14, 2026.
Giving marketers the confidence to move faster
BrazeAI™ is dramatically speeding up how marketers design, build, and deploy marketing programs. To keep the entire process moving, quality assurance must move just as fast. A manual review at the final checkpoint can hold back a campaign built in minutes.
Braze has long focused on the speed and performance of message delivery. Now it is bringing that same focus to the marketer’s workflow. Agentic Standards introduces a new approach to quality assurance: An AI-powered review that can reason across campaign setup, copy, links, personalization logic, and compliance requirements before messages reach customers.
Agentic Standards gives marketers the confidence to move faster and build more sophisticated programs. The most comprehensive system on the market for checking campaigns against a brand’s requirements, it evaluates every campaign and Canvas for issues across setup, copy, links, personalization, compliance, brand guidelines, and more, using rules marketers set once in Braze.
It flags issues with pass, warning, or fail reporting, and working with BrazeAI Operator™, it can implement the fixes, with human sign-off wherever a brand wants it. Each check and fix is logged for audit. For brands managing high-volume campaigns, multiple markets, or complex governance, it’s a new way of working, with review and correction built into how every campaign gets made.
Agentic Standards will help brands:
- Automate campaign and Canvas QA: Identify naming, tagging, copy, personalization, and compliance issues without relying solely on line-by-line manual review.
- Create consistency at scale: Apply the same organizational standards across all campaigns and reviewers.
- Resolve issues faster: Surface potential problems and provide direct correction suggestions before launch.
- Protect customer trust: Give marketers another layer of confidence as the speed and volume of customer engagement increase.
Agentic Standards is currently in beta and is expected to become generally available in October.
“In a highly regulated industry like ours, QA is one of the most important things we do,” said Josh Jones, Senior Manager, CRM AI Enablement at Sportsbet. “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.”
Bringing Braze to wherever marketers work
Braze has long focused on making customer engagement faster. Now it is bringing that same performance mindset to the tools marketers and developers use to get work done. Operator Connect makes Braze headless, delivering its intelligence and capabilities directly into AI tools so teams can move from idea to execution without breaking the flow of work.
Operator Connect extends BrazeAI Operator into the agentic tools marketers already use, including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot, and other MCP-compatible tools. Marketers can develop campaigns, generate content, troubleshoot issues, and build AI agents that take action in Braze without switching platforms.
For example, marketers can ask Operator from within an LLM-based tool to analyze recent email performance and develop the next campaign plan using context from their Braze workspace. Braze partners can also build Operator-powered capabilities into their own products.
Importantly, the actions are authenticated under the individual user’s identity and governed by that user’s Braze permissions.
Operator Connect is designed to enable:
- Braze intelligence wherever work happens: Access workspace-aware Braze answers and actions from agentic tools and existing workflows.
- Programmatic control of Braze: Allows developers and technical marketers to connect their own agents and internal platforms to Braze.
- Continuity between thinking and execution: Move from an idea, analysis, or brief inside an AI environment toward action in Braze without repeatedly switching tools.
- Permission-aware agentic work: Authenticate actions as the individual user so existing Braze permissions continue to govern what an agent can access and do.
BrazeAI Operator Connect is available in beta today.
“Leveraging Operator Connect using Braze MCP has already proven to be an exciting development for our customers,” said Jon Acosta, Head of Solution Delivery at Stitch. “By accelerating workflows, we see it increasing speed-to-market by up to 90%, enabling even more experimentation and innovation.”
Empowering marketers to respond with conversational AI
As customer expectations shift toward immediate, interactive experiences, modern engagement requires more than static broadcast messaging. Introduced today, Conversational Agents enable brands to have responsive, context-aware conversations with customers across WhatsApp, SMS, RCS, and web. By answering questions, clarifying intent, and recommending relevant products, agents guide customers from discovery to conversion.
Conversational Agents empower marketers to:
- Have on-brand conversations at scale: Equip agents with brand-specific guidelines, guardrails, and knowledge sources like product catalogs and FAQs so every response is accurate and on-brand.
- Turn customer intent into action: Go beyond pre-scripted messaging by interpreting natural language alongside live customer context to recommend the exact right next step.
- Provide always-on, multi-channel engagement: Respond 24/7 across WhatsApp, SMS, RCS, and web, ensuring
Conversational Agents are available in beta today.
Together, these capabilities build on the BrazeAI products introduced last year at Forge — BrazeAI Operator,, BrazeAI Agent Console, and BrazeAI Decisioning Studio — and continue the momentum with greater intelligence, automation, and flexibility in the Braze Customer Engagement Platform. Braze helps brands create personalized experiences across email, mobile, web, messaging, and other channels, while its composable architecture connects existing data and technology investments with customer engagement workflows. This helps teams respond to customer behavior in real time, without replacing the systems they already rely on.
