Salesforce has agreed to acquire marketing technology company Braze for approximately US$5.66 billion (approximately A$8.1 billion) (enterprise value), in a move aimed at strengthening its AI capabilities and expanding its customer engagement offering.

Announced 20 October 2026, the deal will see Salesforce pay US$47.50 in cash for each Braze share, a premium of about 58% over the company’s closing share price on the previous trading day. The transaction is expected to close in Salesforce’s 2028 financial year.

New York-based Braze provides a customer engagement platform that enables businesses to collect and respond to customer behaviour in real time. Its technology uses AI to help brands deliver personalised communications across mobile apps, websites, email, text messages and other digital channels.

The company serves approximately 2,770 customers, including Australian-founded design platform Canva, as well as Equinox, Instacart, Dairy Queen and Venmo.

Salesforce plans to use Braze’s technology to boost its Marketing Cloud offering and integrate its capabilities across the company’s broader platform, including Agentforce, which is its suite of AI agents for businesses.

The acquisition is expected to improve Salesforce’s ability to help companies personalise their customer interactions at scale. It uses real-time behavioural data to determine what messages to deliver, through which channels and at what time.

Salesforce President of Applications and Marketing, Patrick Stokes, said Braze’s technology would complement the company’s existing customer relationship management and data platforms, enabling for more personalised customer interactions.

After several quarters of flat or declining growth, the deal comes as Salesforce seeks to reinvigorate its marketing software business. Braze’s expertise in mobile engagement and real-time personalisation is expected to help.

The latest deal marks another major acquisition for Salesforce as it expands its AI capabilities amid growing competition across the sector.

The company has recently made several deals, including its US$3.6 billion acquisition of AI platform Fin and an US$8 billion deal for data management company Informatica. It has also agreed to acquire content platform Contentful. 

Salesforce said the Braze transaction is not expected to change its fiscal 2027 financial guidance. Chief Operating and Financial Officer Robin Washington also indicated that the company does not expect to require debt financing for the purchase. 

For Braze, the acquisition means access to Salesforce’s customer base and tech ecosystem, while for Salesforce, it represents an opportunity to strengthen its marketing platform. Businesses are increasingly looking to AI for customer communication automation and other digital experiences. 

The transaction remains subject to the usual closing conditions, including regulatory clearances and approval from Braze shareholders.