Salesforce has entered into a definitive agreement to acquire customer engagement and marketing platform Braze in an all-cash transaction valued at approximately $5.7 billion. The strategic acquisition is designed to integrate Braze’s real-time data streaming and cross-channel messaging tools directly into Salesforce’s Marketing Cloud, bolstering its ability to deliver hyper-personalized customer interactions. Industry analysts note the deal reflects Salesforce’s broader push to embed advanced artificial intelligence and automated marketing workflows across its enterprise ecosystem. Subject to regulatory approvals and customary closing conditions, the transaction is expected to finalize in the coming months, marking one of the largest enterprise software acquisitions of 2026.

Full report : The enterprise software giant moves to strengthen its marketing cloud and AI-driven personalization capabilities with a major multi-billion-dollar acquisition.