Salesforce to Acquire AI Customer Engagement Platform Braze for $5.66 Billion
Salesforce has announced an agreement to acquire Braze, an AI-driven customer engagement platform, for approximately $5.66 billion in cash. Under the terms of the deal, Braze shareholders will receive $47.50 per share, which represents a 58.1% premium over the previous closing price. This major acquisition serves as Salesforce's latest strategic move to accelerate its AI transformation as legacy enterprise software companies race to address investor concerns over generative AI. By acquiring Braze, Salesforce gains a critical real-time customer engagement layer that strengthens its marketing and AI capabilities. Braze currently serves about 2,770 customers—including prominent brands like Canva, Instacart, and Venmo—by helping marketers optimize content, offers, and channels using artificial intelligence. The transaction is expected to be finalized in fiscal year 2028, with termination fees set at $300 million for Salesforce and $191.4 million for Braze.
## BACKGROUND
Salesforce is a leading global provider of customer relationship management (CRM) software that helps businesses manage interactions with current and potential customers. In recent years, the company has aggressively expanded its AI portfolio through large-scale acquisitions, including the purchase of AI agent platform Fin and data integration provider Informatica.