Salesforce to Acquire Marketing Platform Braze for $5.7B to Fold Real-Time Engagement Into Agentforce

Salesforce announced on October 20 a definitive agreement to acquire customer-engagement platform Braze for approximately $5.66 billion in enterprise value, paying $47.50 per share in cash. Braze's real-time cross-channel messaging and AI decisioning will slot into Data 360, Customer 360, Agentforce and SIForce. The deal is targeted to close in Salesforce's fiscal 2028, which starts in early February.