The transaction absorbs a competitor that had been poaching clients from Salesforce's own Marketing Cloud. The integration allows the company's Agentforce AI to act on live customer behavior and introduces a usage-based revenue model as the rise of AI agents challenges traditional per-seat software pricing.
Tuesday, October 20, 2026
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Salesforce Acquires Braze for $5.66B to Scale Agentforce AI
Business12 hours ago
A cash payout of $47.50 per share of Class A common stock will be delivered to Braze shareholders under a new definitive acquisition agreement with Salesforce. The deal values the customer engagement platform at approximately $5.66 billion in enterprise value, bringing real-time engagement technology into the sales and marketing cloud provider's ecosystem.
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