Braze launches AI tools & deepens AWS collaboration

Braze has added new artificial intelligence tools to its customer engagement platform and signed a strategic collaboration agreement with Amazon Web Services, extending its push into marketing automation and AI-driven workflow tools.

The additions include BrazeAI Decisioning Studio Go, Agentic Standards and BrazeAI Operator Connect, along with conversational AI tools for messaging channels. The new products are designed to help marketers manage personalisation, quality checks and workflow integration with less reliance on technical teams.

Decisioning Studio Go is a self-service version of Braze's AI decisioning software. It lets marketers deploy decisioning agents directly, with the system selecting message variants, timing and frequency for individual recipients within user-defined rules.

The tool replaces static rules and manual A/B testing with continuous testing across combinations of content and timing. Braze says a Decisioning Studio Go agent can test more than one billion combinations simultaneously across large audiences.

Agentic Standards is focused on campaign review. The software automates checks across campaign setup, copy, links, personalisation logic and compliance requirements, while recording checks and fixes for audit purposes.

It is aimed at organisations running high volumes of campaigns, operating across multiple markets or working under stricter governance processes. The system flags issues using pass, warning or fail reports and can work with BrazeAI Operator to suggest or apply corrections, with human approval where required.

Sports betting group Sportsbet has been testing the system in a regulated environment.

"In a highly regulated industry like ours, QA is one of the most important things we do," said Josh Jones, Senior Manager, CRM AI Enablement at Sportsbet. "Agentic Standards has already closed some of our biggest gaps, like catching missing unsubscribe links or eligibility segments, and it's given us real confidence around consistency and compliance at scale."

Workflow shift

Operator Connect extends BrazeAI Operator into external AI tools including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot, as well as other MCP-compatible products. That allows marketers and developers to analyse campaign results, generate content, troubleshoot issues and trigger actions in Braze without switching systems.

Actions are authenticated under each user's identity and governed by that user's permissions in Braze. Partners can also build Operator-powered functions into their own products.

"Leveraging Operator Connect using Braze MCP has already proven to be an exciting development for our customers," said Jon Acosta, Head of Solution Delivery at Stitch. "By accelerating workflows, we see it increasing speed-to-market by up to 90%, enabling even more experimentation and innovation."

Braze also introduced Conversational Agents for WhatsApp, SMS, RCS and web channels. The agents are intended to handle responsive conversations with customers, answer questions and recommend products using live context and brand-specific guidance.

Bill Magnuson, Co-Founder and Chief Executive Officer of Braze, said the changes are intended to make more of its AI software directly usable by marketing teams.

"With today's launches, BrazeAI handles the experimentation, verification, and execution, so the world's most sophisticated marketers can focus on creativity, ambition, and judgment," said Bill Magnuson, Co-Founder and Chief Executive Officer of Braze. "Decisioning Studio Go brings 1:1 decisioning to far more customer journeys, Agentic Standards tackles the operational risk that slows teams down, and Operator Connect puts the intelligence of Braze inside Claude, ChatGPT, Microsoft Copilot, and more. Our job is to put that power in their hands and close the gap between a great idea and the customers waiting to experience it. Marketers were made for this moment, and so was Braze."

AWS tie-up

Alongside the product launches, Braze has signed a strategic collaboration agreement with Amazon Web Services. The deal covers work on generative AI and industry-specific tools, and builds on Braze's existing use of AWS infrastructure and AWS Marketplace.

As part of the arrangement, Braze is integrating Amazon Bedrock into BrazeAI Agent Console. This will give brands more flexibility in how they build AI-based customer engagement systems using AWS services.

Braze said the agreement also reflects rising use of AWS Marketplace as a procurement route. Customer procurement of Braze through AWS Marketplace grew by more than 80% year on year in fiscal 2026, and the first half of the current fiscal year exceeded the total AWS Marketplace business transacted in fiscal 2025.

Braze also pointed to the scale of its wider platform on AWS. During calendar year 2025, it processed 25.8 trillion data points and 10.2 trillion API calls, averaging about 19 million API calls a minute, while supporting more than 7.8 billion monthly active users and maintaining more than 99.99% uptime.

For customers, the partnership is intended to link infrastructure choices more closely with marketing operations.

"Customer engagement is becoming increasingly connected to the technology decisions being made across the entire business, and marketers need those investments to translate into better experiences and stronger results," said Ed McDonnell, Chief Revenue Officer at Braze. "By deepening our collaboration with AWS, we bring together Braze's customer engagement expertise with the AI capabilities on AWS in ways that make innovation easier to put into practice. Ultimately, this agreement is about helping our customers move faster from possibility to measurable value."

AWS said the arrangement is intended to bring marketing and technology functions closer together around customer-facing systems.

"We're excited to deepen our collaboration with Braze as they help organisations bring technology and marketing teams closer together around the customer," said Sean Cataldo, Director, NAMER Partner Sales at AWS. "By expanding the ways Braze can use AWS generative AI services and building on our work together through AWS Marketplace, we can help customers innovate faster and turn new capabilities into meaningful business outcomes."