US SaaS Giant Salesforce Announces $5.66 Billion Acquisition of AI Marketing Platform Braze; Shares Surge 51%

US-based enterprise SaaS company Salesforce announced on October 20, 2026, that it intends to acquire AI marketing and customer engagement platform Braze for an enterprise value of approximately $5.66 billion (about RMB 38 billion). Under the agreement, Braze Class A common stock shareholders will receive $47.50 in cash per share. The transaction is subject to shareholder approval and regulatory review, with completion expected in Salesforce's fiscal year 2028.

The acquisition aims to enhance Salesforce's capabilities in real-time customer interaction and personalized marketing. As enterprises increasingly deploy AI agents for marketing and customer service, Salesforce plans to combine Braze's cross-channel marketing and behavioral analysis with its own Customer Relationship Management (CRM) system and Agentforce platform. This integration seeks to help businesses adjust marketing content, channels, and timing based on real-time customer behavior.

Founded in 2011 as Appboy, Braze provides cross-channel customer engagement and marketing automation services. According to its fiscal year 2026 results, the company reported revenue of approximately $738 million, a 24.4% year-over-year increase, though it posted a GAAP operating loss of about $145 million. Braze currently serves around 2,770 customers, including Canva, Instacart, and Venmo.

Following the announcement, market reaction was significant. On October 20, Braze shares closed at $45.57, rising 51.7%, while Salesforce shares remained largely flat at $242.43. The offer price of $47.50 per share represents a roughly 58.1% premium over Braze's closing price on the previous trading day. Salesforce stated that the transaction will not change its fiscal year 2027 guidance and there are no adjustments to long-term targets.