Braze has unveiled three new additions to its AI portfolio, alongside new conversational AI capabilities, as the customer engagement platform looks to bring more personalised decision-making and automated quality checks to marketing campaigns.

The launches were announced at Forge 2026, Braze’s annual customer engagement event, and build on the BrazeAI Operator, Agent Console and Decisioning Studio tools it introduced a year earlier.

Self-service AI decisioning at scale

BrazeAI Decisioning Studio Go gives marketers a self-service option for AI-driven decisioning, using agents that can test more than a billion combinations of message variant, timing and frequency simultaneously to optimise engagement for individual customers, replacing static rules and manual A/B testing. It is currently in beta and expected to become generally available on 14 October.

Agentic Standards, also expected to reach general availability in October, automates quality assurance across campaign setup, copy, links, personalisation and compliance, flagging issues and, working with BrazeAI Operator, implementing fixes with human sign-off where required.

“In a highly regulated industry like ours, QA is one of the most important things we do. Agentic Standards has already closed some of our biggest gaps, like catching missing unsubscribe links or eligibility segments, and it’s given us real confidence around consistency and compliance at scale,” said Josh Jones, senior manager for CRM AI enablement at Sportsbet.

Bringing Braze into everyday AI tools

BrazeAI Operator Connect, available in beta now, extends Braze’s AI assistant into tools including Claude, ChatGPT, Snowflake Cortex Code and Microsoft Copilot, letting marketers develop campaigns, analyse performance and take action without switching platforms. Actions are authenticated under the individual user’s identity and governed by their existing Braze permissions.

“Leveraging Operator Connect using Braze MCP has already proven to be an exciting development for our customers,” said Jon Acosta, head of solution delivery at Stitch. “By accelerating workflows, we see it increasing speed-to-market by up to 90 per cent, enabling even more experimentation and innovation.”

Braze has also introduced Conversational Agents, enabling context-aware customer conversations across WhatsApp, SMS, RCS and web, designed to answer questions and guide customers from discovery to conversion. The feature is available in beta today.

“With today’s launches, BrazeAI handles the experimentation, verification, and execution, so the world’s most sophisticated marketers can focus on creativity, ambition, and judgment,” said Bill Magnuson, co-founder and chief executive of Braze.