Braze and AWS Deepen AI Collaboration to Boost Customer Engagement…

Event summary

Braze and AWS signed a strategic collaboration agreement (SCA) on September 29, 2026, to advance AI-powered customer engagement.
Braze integrates Amazon Bedrock into its BrazeAI Agent Console™ for scalable AI-powered customer experiences.
Braze processed 25.8 trillion data points and 10.2 trillion API calls in 2025, supporting 7.8 billion monthly active users.
AWS Marketplace procurement of Braze grew over 80% year-over-year in fiscal 2026.

The big picture

The collaboration between Braze and AWS underscores the growing importance of AI in customer engagement, as well as the strategic value of cloud infrastructure in scaling marketing technologies. This partnership aligns with broader industry trends where AI and cloud computing are converging to drive personalized, data-driven customer experiences. The agreement also highlights the increasing preference for streamlined procurement through platforms like AWS Marketplace, reflecting a shift in how enterprises adopt and scale technology solutions.

What we're watching

AI Integration: How the integration of Amazon Bedrock into BrazeAI Agent Console will impact the scalability and effectiveness of AI-powered customer engagement.
Marketplace Growth: Whether Braze can sustain the over 80% year-over-year growth in AWS Marketplace procurement.
Vertical Expansion: The pace at which Braze and AWS will expand their collaboration into additional verticals like consumer packaged goods and financial services.