GoKawiilSalesforce to acquire AI marketing firm Braze for $5.66 billion
Salesforce announced plans to buy Braze, an AI-powered customer engagement and marketing software company, in a deal valued at $5.66 billion. News of the acquisition sent Braze's stock price up roughly 50% in early trading.
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The acquisition comes amid investor concern over a so-called SaaSpocalypse, a fear that AI tools could disrupt traditional software subscription business models. Salesforce's move suggests it may be seeking to bolster its AI and customer engagement capabilities by acquiring, rather than building, that technology, though the company's specific strategic rationale has not been detailed.
- Salesforce is acquiring Braze for $5.66 billion.
- Braze shares jumped about 50% on the announcement.
- The deal arrives as investors worry about AI's disruptive effect on SaaS companies.
Source: fastcompany.com, 2026-10-20
Published there as: “Salesforce is planning to buy AI marketing company Braze, sending BRZE shares surging 50%”
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