Salesforce has agreed to acquire customer engagement software provider Braze in an all-cash deal valued at about $5.66 billion. The offer of $47.50 per share would strengthen Salesforce’s real-time and mobile marketing capabilities as it competes with Adobe and expands its AI business. Braze shares surged after the announcement, while Salesforce stock edged lower.
Braze adds real-time engagement tools
Braze sells software that helps consumer brands manage, automate and personalize messages across digital channels. Its products focus on real-time customer engagement, including mobile interactions and other digital touchpoints.
Keith Bachman, an analyst at BMO Capital Markets, said the companies’ products overlap in some areas, but Braze would add stronger real-time engagement and mobile customer participation capabilities. The acquisition could expand Salesforce’s Marketing Cloud offering and sharpen its competition with Adobe for enterprise customers.
Braze has about 2,700 customers, compared with more than 150,000 for Salesforce. Bachman noted that Salesforce’s marketing and commerce cloud revenue has declined for three consecutive quarters. Executives said on the company’s most recent earnings call that they were seeing some signs of improvement in marketing. Whether the deal can reverse the revenue trend will depend on integration and the ability to convert customers.
Shares diverge after the announcement
In U.S. trading on Tuesday morning, Salesforce shares fell more than 1% to about $239. The stock was down roughly 8% in 2026. Braze rose about 51% to around $45.35, close to Salesforce’s $47.50-per-share cash offer. Adobe shares gained more than 3% to about $255.
Braze’s trading price remained below the offer, a gap that can reflect uncertainty over the timing of a deal, approvals and other closing conditions. Further details on those conditions were not disclosed in the information available. Investors are awaiting subsequent regulatory and company announcements.
Salesforce continues its acquisition push
Salesforce has used acquisitions in recent years to reshape its business, with artificial intelligence a central part of its strategy. Since May 2025, the company has completed or announced 15 acquisitions. Larger deals include Informatica, Fin and Regrello. Buying Braze would add to its focus on marketing, customer data and AI applications.
Salesforce executives have said they expect organic revenue growth to reaccelerate in the second half of the current fiscal year. However, core businesses including Tableau and MuleSoft remain affected by changes in enterprise technology spending priorities. Some analysts say their performance reflects continued shifts in corporate software purchasing.
AI pricing remains a key question
Salesforce is moving beyond the traditional software-as-a-service model toward usage-based pricing for AI agents. The company and other software providers are helping businesses organize and adapt proprietary data for AI applications, while developing autonomous agents that can carry out tasks online.
The shift could broaden how software is used, but it also changes revenue recognition, purchasing decisions and product pricing. How Salesforce prices its new AI products—and whether customers keep paying based on usage—remains an important factor in assessing its growth. The Braze deal’s value will ultimately be reflected in customer retention, Marketing Cloud revenue and cross-selling results.