Salesforce says marketers now need agentic AI that can understand customers, decide and act in real time. To get there, on 20 October 2026 it agreed to buy Braze, a customer-engagement platform serving about 2,770 brands with AI-driven messaging, paying about $5.66 billion to buy Braze
Salesforce announced on October 20, 2026, that it entered a definitive agreement to acquire Braze for approximately $5.66 billion in enterprise value. Braze is a customer engagement platform that helps marketers build customer relationships by responding to customer behavior in real time and coordinating personalized experiences across various channels. Braze serves approximately 2,770 customers.
Verified 2026-10-21
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Salesforce is buying live customer data and AI decisioning to feed its Agentforce agents, a sign software giants will pay up to make AI agents useful.
More on Adoption
- Stanford's 2026 AI Index, citing McKinsey's 2025 survey, breaks down AI-agent deployment by business function. Even in IT, the function with the most agent activity, the share of organisations reporting no AI-agent use at all in 2025 was still 69% of organizations report zero AI-agent use in IT, the business function with the heaviest agent activity
- Stanford's 2026 AI Index reports that organizations' use of generative AI specifically, not just AI overall, grew sharply in 2025: the share of organizations that regularly use generative AI in at least one business function reached 79%, up from 71% in 2024
- Stanford's 2026 AI Index compared generative AI's adoption curve after its mass-market debut to that of earlier transformative technologies, and found generative AI reached 53% population adoption within three years, faster than the PC or the internet
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