Salesforce bets 5.66 billion on Braze for its AI agents

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  "company": {
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    "domain": "salesforce.com"
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    "url": "https://www.informatiquenews.fr/salesforce-acquiert-braze-aiguiser-marketing-cloud-251108",
    "title": "Salesforce bets 5.66 billion on Braze for its AI agents - InformatiqueNews",
    "excerpt": "A customer orders a product, contacts customer service to report an issue, and then receives a promotion to buy the exact same item. Yet the customer service agent knew about their problem. The marketing system, however, knew nothing about it. It is precisely this kind of disconnect between data, decisions, and interactions that Salesforce wants to eliminate. On October 20, the American software publisher announced its intention to acquire Braze for an enterprise value of 5.66 billion dollars, or 47.50 dollars per share in cash. The transaction, subject to regulatory approvals and the approval of Braze's shareholders, is expected to close during Salesforce's fiscal year 2028, which begins in February 2027. In a LinkedIn post, Bruno-Benjamin Katz, Deputy Managing Director of Salesforce France, prefers to look elsewhere than at the price. He lists the group's recent acquisitions and describes a chain: \"Trusted data, a decision, an action, a customer relationship.\" This interpretation sheds light on Marc Benioff's strategy. But it also reveals what Salesforce does not yet completely control. Salesforce already has Marketing Cloud and is developing Marketing Cloud Next, a new generation of tools combining customer data, automation, and AI agents. Therefore, it is not discovering real-time marketing with Braze. The value of the buyout lies elsewhere: Braze has an architecture...",
    "product": "Marketing Cloud Next",
    "summary": "Salesforce is developing Marketing Cloud Next, a new generation of marketing tools combining customer data, automation, and AI agents.",
    "planning": true,
    "image_url": "https://www.informatiquenews.fr/wp-content/uploads/2026/10/MEA_Salesforce_Braze.png",
    "confidence": 0.9,
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    "article_sentence": "Salesforce already has Marketing Cloud and is developing Marketing Cloud Next, a new generation of tools combining customer data, automation, and AI agents."
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