• by Ray Schultz , June 27, 2023

Customer engagement platform Braze has upgraded its artificial intelligence (AI) capabilities and is now collectively calling them Sage AI by Braze.  

Sage AI by Braze consists of advanced AI and machine-learning (ML) capabilities including Winning Path, a tool that enables marketers to run experiments throughout a customer journey and use ML statistical models. 

“By automating complex tasks and providing powerful predictive capabilities, our advanced AI capabilities enable marketers to focus on the strategic aspects of their roles,” says Kevin Wang, chief product officer for Braze. 

According to Braze, the launch includes: 

- Intelligent insights to drive hyper-personalized experiences: Braze has launched a beta version of an AI Recommendation engine that matches items from Braze Catalogs with consumers likely to purchase them. 

- Automation generative AI features to increase efficiency and creativity: As part of this, Braze is introducing an AI Content QA tool that uses OpenAI’s GPT-4 technology to check messages for tone, structure, grammar, and appropriate language before sending. 

- Experimentation tools to optimize customer journeys: Braze is adding more optimization and automation directly into Canvas Flow, its no-code journey orchestration tool, with the Winning Path feature, and will add generative AI into its Query Builder and SQL.

Brands are now focusing more on AI and ML capabilities. “I felt like I always used the same words, the same expressions, the same concept,” says Raffaella Accogli, global CRM manager, activation at TheFork, who says the tool helps to "find a way to talk about the same concept using different words, adding that it provides "inspiration to develop new approaches.” 

IDC predicts that 45% of the Global 2000 companies will leverage AI/ML by 2026.

“AI, and specifically generative AI, is the competitive edge that is poised to transform the future day-to-day lives of marketers everywhere,” said Gerry Murray, Research Director at IDC.