{"id":953977,"date":"2026-04-23T04:03:06","date_gmt":"2026-04-23T08:03:06","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/braze-unveils-new-research-showing-how-ai-data-and-decisioning-are-redefining-customer-engagement\/"},"modified":"2026-04-23T04:03:06","modified_gmt":"2026-04-23T08:03:06","slug":"braze-unveils-new-research-showing-how-ai-data-and-decisioning-are-redefining-customer-engagement","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/braze-unveils-new-research-showing-how-ai-data-and-decisioning-are-redefining-customer-engagement\/","title":{"rendered":"Braze Unveils New Research Showing How AI, Data, and Decisioning Are Redefining Customer Engagement"},"content":{"rendered":"

<\/p>\n

Braze Unveils New Research Showing How AI, Data, and Decisioning Are Redefining Customer Engagement<\/b><\/p>\n

New TEI study and Cowry report reveal a widening gap between brands that drive measurable outcomes and those falling behind in the AI era<\/i><\/p>\n

LONDON–(BUSINESS WIRE<\/a>)–
\nBraze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging\u2122, today released two new research studies from Forrester Consulting and Cowry that highlight fundamental shifts in how brands must approach customer engagement in the age of AI.<\/p>\n

\nTogether, the findings show that while AI adoption is nearly universal, most organizations are still struggling to translate that investment into meaningful business impact. The research points to a growing divide between brands that are operationalizing AI to drive outcomes and those still producing disconnected, low-impact experiences at scale.<\/p>\n

\nThe reports are being released at Braze\u2019s City x City London event, where global brands and marketing leaders will gather to explore how AI, real-time data, and creativity are reshaping customer engagement.<\/p>\n

AI adoption is high. Impact is not.<\/b><\/p>\n

\nThe April 2026 Forrester <\/a>Total Economic Impact<\/a>\u2122 <\/a>study<\/a>* found that organizations using the Braze platform achieved a 457% return on investment over three years<\/b>, with a net present value of $23.5 million<\/b> and payback in less than six months<\/b>. The study examined the combined business impact of the Braze platform and BrazeAI Decisioning Studio\u2122 on a composite organization representative of interviewed customers.<\/p>\n

\nAt the same time, broader industry data shows a stark contrast. While the vast majority of brands are investing in AI, only a small percentage are realizing measurable returns. This gap underscores a core challenge facing marketing leaders today: moving from experimentation to execution.<\/p>\n

Context is the competitive advantage in modern engagement<\/b><\/p>\n

\nThe joint report with Cowry<\/a> highlights the scale of the challenge. Consumers are now exposed to as many as 10,000 commercial messages per day<\/b>, creating an environment where volume alone no longer drives engagement.<\/p>\n

\nInstead, effectiveness depends on relevance, timing, and the ability to respond to real-time customer signals.<\/p>\n

\nThis shift requires a move away from static campaigns toward systems that can interpret data, make decisions, and deliver experiences that adapt in the moment.<\/p>\n

A new operating model for customer engagement<\/b><\/p>\n

\nAccording to Astha Malik<\/b>, Chief Business Officer of Braze, the role of marketing technology is evolving rapidly.<\/p>\n

\n\u201cWhile AI-generated content is potentially infinite, customer attention is finite and loyalty is fragile. Every piece of ‘AI slop’ that reaches a customer simply trains them to tune out,\u201d said Malik. \u201cThe research we\u2019re releasing today highlights a widening gap between brands using AI just to increase output and those focused on driving outcomes like conversion, retention, and revenue. At Braze, we are shifting the conversation from productivity to performance. Our community of ambitious marketers chooses a premium platform not just to build faster, but to deliver outsized business impact.\u201d<\/p>\n

What separates high-performing brands<\/b><\/p>\n

\nAcross both studies, several consistent themes emerge among organizations that are successfully driving results:<\/p>\n