Salesforce Bets $5.7 Billion on AI Marketing With Braze Acquisition

Key takeaways

• Salesforce’s $5.66 billion purchase of Braze strengthens its AI marketing capabilities and expands its customer base, but the deal is unlikely to shift short‑term financial guidance.
• $5.66 billion enterprise value
• $47.50 cash per share
• $8.3 billion cash balance

What happened

Salesforce Inc. (NYSE: CRM) announced it will buy Braze Inc. (NASDAQ: BRZE) for about $5.66 billion in enterprise value, paying $47.50 in cash per Braze Class A share. The deal is expected to close in Salesforce’s fiscal 2028 and is not projected to change its fiscal 2027 guidance. Braze’s technology lets businesses send personalized messages across apps, websites, email, SMS and WhatsApp, and its BrazeAI platform uses artificial intelligence to optimize content, offers, channels and timing.

Why it matters

The acquisition expands Salesforce’s AI‑powered marketing suite, adding real‑time engagement and mobile messaging to its existing Marketing Cloud, Data 360 and Agentforce platforms. Braze’s 2,770 customers, including Canva, Dairy Queen and Instacart, bring a large, diverse user base that can accelerate adoption of…

Short-term and longer-term

Short-term. In the next few days, watch for any regulatory or shareholder approvals that could delay the closing.

Longer-term. Over the next year, the acquisition could broaden Salesforce’s revenue streams by adding Braze’s 2,770 customers to its ecosystem, potentially driving higher cross‑sell opportunities.