Salesforce to Acquire Customer Engagement Platform Braze for $5.66B to Bolster AI Offerings

Salesforce announced that it has agreed to acquire customer engagement platform Braze in a deal valued at approximately $5.66 billion. Braze shareholders will receive $47.50 per share in cash, representing a premium of about 58.1% over the stock's previous closing price.

The acquisition is intended to strengthen Salesforce's artificial intelligence offerings as the rapid adoption of AI raises concerns about demand for traditional software. Salesforce has been expanding its AI portfolio, having acquired AI agent platform Fin for $3.6 billion earlier in 2026 and completed an $8 billion deal for Informatica in 2025.

Braze serves about 2,770 customers, including Canva, Instacart and Venmo. Its AI tools help marketers optimize content, offers and campaign channels, allowing brands to send personalized messages and respond to customer behavior in real time. Shay Boloor, chief market strategist at Futurum Equities, said Salesforce is essentially acquiring the real-time engagement layer that marketing operations have lacked.

Shares of Braze rose more than 50% on Tuesday after the deal was announced. Salesforce expects the transaction to close in fiscal 2028 and said it will not change its fiscal 2027 guidance. Salesforce would pay a $300 million termination fee if it walks away, while Braze would owe $191.4 million. J.P. Morgan Securities served as Salesforce's exclusive financial adviser, and Qatalyst Partners advised Braze.