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Salesforce to acquire Braze for $5.66 billion to expand AI-powered marketing

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Salesforce to acquire Braze for $5.66 billion to expand AI-powered marketing

Salesforce plans to acquire Braze for $5.66 billion, making an artificial intelligence (AI) play for technology to help brands respond to shopper behavior in real time.

Under the definitive agreement announced Oct. 20, Braze shareholders would receive $47.50 per share in cash. That represents a roughly 58% premium over the stock’s Oct. 19 closing price.

Salesforce expects the acquisition to strengthen its Marketing Cloud business and broader AI offerings.

“Braze was built to turn live customer behavior into personalized engagement at scale,” said Patrick Stokes, president of applications and marketing at Salesforce, in the acquisition announcement. “Bringing that capability together with Salesforce Marketing Cloud, CRM and Data 360 will deliver that wow moment in every customer interaction.”

The transaction is expected to close during Salesforce’s fiscal 2028, which runs from Feb. 1, 2027, through Jan. 31, 2028. The deal remains subject to shareholder and regulatory approvals. Salesforce said it does not expect the acquisition to affect its fiscal 2027 financial guidance.

In North America, 78 of the Top 2000 online retailers use Salesforce as their ecommerce platform, according to Digital Commerce 360 data. Together, those retailers generated more than $192.60 billion in web sales in 2025. The Top 2000 is Digital Commerce 360’s database ranking North America’s largest online retailers by annual ecommerce sales.

New York-based Braze specializes in personalized marketing across mobile apps, websites, email and other digital channels. Using real-time customer data and AI, its platform helps brands optimize the message, timing and channel for customer interactions.


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