Braze unveils AI enhancements for personalised marketing experiences

Braze has unveiled several new product innovations aimed at enhancing one-to-one personalised marketing experiences. These updates are designed to leverage AI and data to streamline the work of marketers.

Among the new offerings is Project Catalyst, a BrazeAI agent that aids marketers in creating, testing, and optimising thousands of experience variations swiftly. This agent allows marketers to set high-level guidelines for customer journeys, content, offers, and target audiences. Project Catalyst then generates numerous variants, crafting unique experiences for each consumer by combining the best elements from each component.

Jon Hyman, Cofounder and CTO of Braze, stated, "Consumers have more brand choices than ever before. They demand highly memorable and relevant experiences that are personalised to them, and the brands that meet that challenge by being absolutely engaging will win consumer attention, advocacy, and dollars." He added, "Our latest innovations further improve marketers' abilities to use first-party data and an ever-evolving set of channels to create more valuable customer experiences. As a result of building up years of maturity in our data science and AI models, Braze powers experimentation at a true one-to-one scale, which drives measurable value for both the consumer and the brand."

Additionally, Braze introduced two new assistant features: BrazeAI Liquid Assistant and Message Template Assistant. These tools extend generative AI capabilities beyond mere copy and image creation, helping marketers develop advanced logic for personalisation and sophisticated message templates through simple text prompts.

Braze Canvas, the company's no-code journey orchestration solution, also received new templates to help marketers quickly get started on a range of use cases, from onboarding to feature adoption. Nicole Ruffner, Campaign Automation Manager at Overstock, remarked, "Braze Canvas Templates have truly transformed the way we work at Overstock. Their straightforward setup and editing capabilities have simplified and significantly streamlined our processes. By eliminating the need to start each email from scratch, our team can now dedicate more time to other projects. These templates have been a game-changer, boosting our team's efficiency and accuracy."

Further enhancements have been made to the Braze Data Platform, including new Cloud Data Ingestion integrations with AWS S3 and Microsoft Azure. These integrations aim to simplify the process of unifying and activating customer data. Automated identity resolution capabilities and zero-copy data features have also been introduced, aiding marketers in maintaining accurate customer profiles and building audience segments with warehouse data.

Moreover, Braze has expanded its channel offerings to include LINE and RCS Business messaging, along with new features for WhatsApp such as dynamic images, click tracking, and commerce support. These updates are intended to keep brands at the forefront of digital touchpoint innovations, particularly in regions where these messaging apps are prevalent.

Braze is optimistic that these product innovations will enable brands to create more engaging and personalised customer experiences with greater ease and efficiency. The integrated tech stack underpinning these features allows for real-time data processing and cross-channel architecture, which are essential for delivering relevant experiences across various digital platforms.