Braze Unveils New Features for Personalised, Cross-Channel Marketing
Braze also announced the BrazeAI release, which includes generative and agentic capabilities that empower marketers to effectively apply intelligence and deliver more relevant and meaningful experiences at scale.
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Braze, the customer engagement platform, has unveiled a series of new platform enhancements at Forge 2025, its annual customer conference, to help marketers create personalised and interactive experiences quickly, autonomously, and at scale.
From Zero-copy Canvas Triggers to WhatsApp Commerce, Flows and Carousels to enhancements to RCS for Business, these new features empower marketers to launch dynamic, cross-channel campaigns with less friction, greater scale, and higher impact.
The industry is at a crossroads. While consumers increasingly expect personalised, real-time experiences, many marketers are still held back by fragmented tools and siloed data.
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These latest enhancements are designed to directly address this gap, giving brands the power to activate zero-copy data, personalise messages with advanced eCommerce attributes, and create richer interactive experiences in channels like the WhatsApp Business Platform—all from a single solution.
These enhancements are central components of the broader vision from Braze to empower marketers with a single, AI-powered platform to become a companion to customers’ journeys.
“Marketers shouldn’t need a computer science degree to build great campaigns or lasting customer relationships,” said Kevin Wang, Chief Product Officer at Braze.
“Marketing in the age of AI has evolved from a creative discipline into a sophisticated technical challenge that demands precision at scale. With this new set of features, we’ve taken care of the complexity, removing barriers that have held marketers back for years and putting their creativity and connection back at the centre.”
Braze also announced the BrazeAI release, which includes generative and agentic capabilities that empower marketers to effectively apply intelligence, deliver more relevant and meaningful experiences at scale, and automate time-consuming tasks.
ALSO READ: Braze Launches Shopify Partnership and Ecommerce Features
From Data Silos to Dynamic Journeys
Braze is making it easier than ever for marketers to act on the data they already have, without the technical overhead.
With the Braze Data Platform already simplifying how brands collect and unify their first-party data, these new capabilities combine real-time customer segmentation with calculated attributes—like purchase frequency—to unlock more dynamic personalisation, no code or data ticket required.
- Zero-copy Canvas Triggers: Marketers can seamlessly activate their proprietary data for segmentation and personalisation, directly from their cloud data warehouse, such as initiating a personalised welcome series the moment a customer completes their first purchase.
- eCommerce Attributes: Easily generate key customer metrics in real-time, such as average order value and purchase frequency, for smarter segments and advanced personalisation at scale.
ALSO READ: Braze Launches Sage AI
Engage with Interactive and Intuitive Cross-Channel Experiences
In a crowded marketplace, reaching customers with relevant content at the right time has never been more critical. The native Braze cross-channel platform already supports messaging across channels like email, in-product, and web, but customers are now demanding more dynamic experiences across their preferred channels.
With this in mind, the new enhancements enable brands to stand out and create more dynamic interactions with customers around the world and across a variety of messaging channels.
- RCS Rich Cards: Deliver visually engaging messages with rich media, text, and tappable actions, all packaged in a clean card format, to help customers browse without leaving the conversation.
- WhatsApp Commerce: Showcase products and services from the Meta Catalogue directly in WhatsApp, making it easier for customers to discover and explore offerings in the moment.
- WhatsApp Flows: Build interactive forms, like sign-ups or bookings, that live inside WhatsApp conversations.
- WhatsApp Carousels: Optimise content for a single message with a swipeable carousel that supports multiple images and calls to action.
- Drag & Drop Form Blocks: Collect valuable customer insights through no-code surveys directly in apps, websites, or landing pages.
- Drag & Drop Email Product Blocks: Add relevant products to emails in seconds using no-code blocks linked within the Braze Catalog.
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“Our partnership with Braze is built on a shared commitment to push the boundaries of mobile messaging. We’re excited to see Braze continue to innovate and empower brands to create more compelling, responsive customer experiences with RCS for Business,” said Alex Allemand, RCS for Business Partnerships Lead NA at Google.
“By deepening our collaboration, we’re making it even easier for marketers to harness the power of next-generation brand messaging and build lasting relationships with their customers.”
Building a healthy audience list is only the beginning for marketers. They also need assurance that messages make it to their destination and that programs can scale smoothly without risking deliverability.
This release introduces smarter automation for scaling email programs, so marketers can send with confidence and maintain quality.
- Automated IP warming: Build a strong sender reputation without the manual work or risk of deliverability issues by automatically ramping up email sending with smart volume and audience controls.
Whether building interactive WhatsApp Flows or personalising with business-critical metrics, marketers can launch more relevant, timely campaigns with greater ease. With the heavy lifting out of the way, they can focus on creativity, strategy, and what’s next.
ALSO READ: WPP Partners With Customer Engagement Platform Braze
