Salesforce has agreed to acquire customer-engagement software company Braze for approximately $5.66 billion, extending the enterprise-software giant’s acquisition campaign as it restructures its product portfolio around artificial intelligence.
Braze Class A shareholders will receive $47.50 per share in cash under the agreement.
That represents a premium of approximately 58% to Braze’s previous closing price, and Braze shares surged following the announcement.
Braze operates a customer-engagement platform that allows companies to react to customer behavior in real time across mobile applications, websites, email, SMS and messaging services.
Its BrazeAI products use artificial intelligence to optimize content, offers, communication channels and timing.
Salesforce plans to combine those capabilities with Marketing Cloud, Customer 360, Data 360 and Agentforce.
Braze serves approximately 2,770 customers, including companies such as Canva, Instacart, Urban Outfitters and Venmo.
The acquisition is part of a broader Salesforce effort to strengthen its position as artificial intelligence changes the economics of traditional enterprise software.
Salesforce has already pursued several major transactions designed to strengthen its AI and data capabilities.
The Braze transaction is expected to close during Salesforce’s fiscal 2028, subject to Braze shareholder approval, regulatory clearance and other customary conditions.
Salesforce said the transaction is not expected to change its fiscal 2027 guidance.
The strategic question is whether Salesforce can use acquisitions to accelerate growth as AI changes how companies purchase and use business software.
Braze gives Salesforce another high-volume source of real-time customer data and engagement technology that can be connected to its broader AI-agent strategy.
Investors will now watch regulatory approval, integration plans and whether Braze can strengthen growth inside Salesforce’s marketing business without significantly diluting margins.
