Braze launches AI tools for marketers with Europe hosting

Braze has released new artificial intelligence tools for marketers, including BrazeAI Operator, BrazeAI Agent Console and Braze Creative Studio. BrazeAI Decisioning Studio can also now be hosted in Europe on Google Cloud.

The additions expand Braze’s customer engagement software with tools for campaign creation, content generation, asset management and automated decisioning. BrazeAI Operator and BrazeAI Agent Console are now generally available, while Creative Studio is being introduced as a new workflow for design and campaign execution.

BrazeAI Operator is an in-dashboard assistant for marketers that helps teams create campaigns, build custom agents, generate content and troubleshoot workflows inside the platform.

BrazeAI Agent Console is a central workspace for building and managing AI agents that generate content, interpret data and adjust campaigns in real time. The European hosting option for Decisioning Studio is intended for brands that want data to remain in the region while using automated decisioning tools.

Customer results

Braze tied the launch to customer case studies including Dayuse, Cleo and the American Diabetes Association, showing how the products are being used for customer messaging and campaign redesign.

Dayuse, a platform for booking daytime hotel rooms, used BrazeAI Agent Console to generate messages at send time using customer context such as booking history, preferences and language. The company reported a 90% increase in booking conversion rate, doubled incremental revenue for a key campaign and a 23% uplift in repeat engagement after adopting the tool.

According to Braze, Dayuse also uses data such as abandoned hotel bookings, previously booked property type, booking history and location to tailor campaign content.

“Personalization at this level across marketers used to require significant manual workload. With BrazeAI Agent Console, we were able to scale individualized messaging across languages and regions in a way that feels relevant to each customer. That shift has had a clear impact on how customers engage and return to our platform,” said Martin Juglair, CRM Manager at Dayuse.

Cleo, a family care platform, used BrazeAI Operator to rebuild its welcome experience around individual member needs. Braze said this led to an 81% reduction in unsubscribes, a 97% drop in opt-outs on the first email, a 284% increase in app opens and a 124% lift in push notification engagement.

“The Operator literally thought of ways of using customer data I hadn’t even considered and incorporated it into advanced Liquid code. It prevented issues I wouldn’t have caught until QA, and I wouldn’t have known where to start troubleshooting,” said Holly Jacobson, Sr Lifecycle Marketing Manager at Cleo.

The American Diabetes Association used the same product to redesign its eCommerce journey from a single-message approach into a multi-step sequence, according to Braze.

“I felt like I was talking to someone who worked for Braze. It’s my thought partner. I’m kind of addicted to it. I’m doing things that would have been completely impossible without the Operator,” said Elaine Armbruster, Director of Digital Experience at the American Diabetes Association.

Creative workflow

The new Creative Studio brings design assets and campaign execution into one part of the Braze platform. It includes integrations with Figma and Canva, a central media library, templates and brand guidelines.

The move reflects a broader effort by software suppliers to reduce the number of separate tools marketing teams use for design, approval and deployment. By connecting asset creation more closely to messaging systems, vendors aim to make it easier for marketers to update campaigns across multiple channels without switching between products.

Canva and Figma users quoted by Braze described the integrations as a way to simplify daily work. One example came from Mercari US, where a CRM manager said the Figma plugin reduced the friction of moving images into campaigns.

“The new Figma plugin is a great workflow hack for marketers like me building asset-heavy campaigns or landing pages on tight deadlines. We all know the headache of juggling multiple tabs just to get one task done, and this tool eliminates that friction by uploading images in a single click. It’s simple, but I rely on it daily to save several minutes on each project,” said Ashley Auger, CRM Technical Manager, Growth, at Mercari US.

Canva also linked the integration to the use of AI-generated visuals in marketing workflows.

“The most exciting thing about agentic AI isn’t what any single tool can do on its own, it’s what opens up when the right tools work together. Canva AI gives agents the ability to generate and iterate on visuals at scale, and Braze gets that creative in front of the right audience at the right moment. Closing the loop from visual creation to customer activation is what marketing teams need to keep up, and this integration enables users to seamlessly publish their on-brand Canva assets to Braze while maintaining design integrity,” said Anwar Haneef, Head of Ecosystem at Canva.

Bill Magnuson, Cofounder and Chief Executive Officer of Braze, said the company is seeing demand from large brands that want AI tools embedded directly in marketing systems rather than offered as stand-alone features.

“The world’s largest and most sophisticated brands are choosing Braze to drive their AI transformation during this period of rapidly evolving disruption and opportunity. But for AI to matter, it has to be more than a promise. It has to work, at scale, and be enterprise-ready,” said Magnuson.