AI in Action: What Braze’s Latest Moves Mean for Marketing Leaders

The 2025 Braze Forge conference made one thing abundantly clear: AI isn’t just the future of marketing, it’s the foundation. From keynotes to hands-on labs, AI shaped nearly every session, conversation, and product announcement.

This year Forge wasn’t about hype – it was about proof of impact.

The Big Move: Braze AI Decisioning Studio

Until now, industry analysts had questioned Braze’s depth in AI. That changed at Forge. With the acquisition of OfferFit, now rebranded as Braze AI Decisioning Studio, Braze introduced a clear, compelling path toward true 1:1 personalization.

At its core, Decisioning Studio brings reinforcement learning into the Braze ecosystem. That means the system continuously adapts and optimizes campaign decisions in real time as customer behaviors shift.

Instead of:

• Static “next best action” logic

• Over-reliance on segments that expire overnight

You get:

• Dynamic, always-learning engagement tailored to each customer’s real-time context

For marketers, this unlocks a new level of agility where the system learns and adjusts faster than your teams can run another A/B test.

Two New AI Now Tools in Beta

But Braze didn’t stop there. They also introduced two additional AI offerings that are now already in beta:

• AI Agent Console

• AI Operator

These tools are designed to help teams work smarter, not harder.

AI Agent Console

Marketers can now build or customize AI agents to manage tasks, automate workflows, or generate campaign assets unique to their organization. Even better, prebuilt templates are on the way – for teams that want value without the technical lift.

AI Operator

This tool connects Braze directly to the AI model of your choice – whether that’s ChatGPT, Claude, or others. Think of it as giving your marketing platform a real-time brain trust, where data science, campaign strategy, and creative execution converge.

For marketing teams balancing speed and scale, this is more than useful – it’s transformative. AI becomes an operational partner, not just an analytical tool.

Making AI Practical: The Masterclass and Certification

One of the standout moments from Forge was Braze’s exclusive AI Masterclass. It broke down the complex AI concepts into frameworks marketers can actually apply.

The session walked through the four primary AI types, and explained how each fit into a holistic marketing strategy:

• Predictive

• Pattern Detection

• Generative

• Decisioning

Of those, Decisioning stood out. Unlike traditional predictive models that rely on historical data, Decisioning AI adapts in real-time. It’s the backbone of “always-on” personalization – something that every modern marketing team should be building toward.

Braze also launched a new AI Fundamentals certification, giving marketers a structured way to deepen their AI knowledge and readiness.

Proof in the Results

Customer stories brought these innovations to life. The consensus? Marketing by pre-determined, static segmentation is so “Basic” (i.e., 2015).

Take Taco Bell, for example. They leveraged Braze’s Decisioning Studio to help them move beyond broad segments and tapped 150+ behavioral signals to drive 200 million personalized interactions.

The result? A 2.6x increase in transactions per customer. That’s not a minor efficiency gain…that’s marketing transformed by machine learning.

The Covalent Take

From our perspective, Forge 2025 marked a turning point for Braze, transitioning from a campaign platform to an adaptive intelligence system. With the integration of OfferFit and the debut of AI Agent and AI Operator, Braze isn’t just keeping up in AI, it’s setting the pace.

For marketing leaders, the message is clear:

• Personalization will no longer be built manually, it will be orchestrated by AI

• Agility and speed of learning will define competitive advantage

• Data strategy and AI readiness will separate innovators from laggards

At Covalent, we’ve long believed that data and adaptability drive modern marketing. Forge 2025 confirmed that belief – and gave marketers new tools to make it real.

Now that the conference is over, the real work begins!