Salesforce deepens AI push with $5.66 billion Braze deal

Anabelle Colaco
22 Oct 2026, 21:38 GMT+10

Salesforce has agreed to acquire Braze for about US$5.66 billion, adding the company's AI-driven personalization tools as it steps up its push into artificial intelligence
Braze Class A shareholders will receive $47.50 per share, a premium of about 58.1 percent over the stock's last closing price
The acquisition is Salesforce's latest effort to accelerate its AI transition as investors worry that rapid adoption of the technology could weaken demand for traditional software

SAN FRANCISCO, California: Salesforce has agreed to acquire Braze for about US$5.66 billion, adding the company's AI-driven personalization tools as it steps up its push into artificial intelligence.

Braze Class A shareholders will receive $47.50 per share, a premium of about 58.1 percent over the stock's last closing price.

Braze shares jumped more than 50 percent in early trading after the announcement, while Salesforce shares declined.

The acquisition is Salesforce's latest effort to accelerate its AI transition as investors worry that rapid adoption of the technology could weaken demand for traditional software.

Braze's AI tools allow marketers to optimize content, offers, channels, and timing. The technology also lets brands send personalized messages and respond to customer behavior in real time.

The New York-based company serves about 2,770 customers, including Canva, Dairy Queen, Equinox, Instacart, Urban Outfitters and Venmo.

The transaction is expected to close during Salesforce's fiscal year 2028, subject to required approvals. Salesforce said it does not expect the acquisition to change its fiscal 2027 forecast.

The Braze acquisition follows a series of investments as Salesforce expands its AI offerings.

The company signed a $3.6 billion deal for AI agent platform Fin earlier this year and an $8 billion deal for Informatica last year.

Under the terms of the Braze agreement, Salesforce would pay a $300 million termination fee, while Braze would pay $191.4 million if it abandons the transaction.

J.P. Morgan Securities is serving as Salesforce's exclusive financial adviser, while Qatalyst Partners is advising Braze.