Braze unveiled new product innovations on September 21, 2025, at its annual customer conference, Forge 2024, designed to enhance one-to-one personalized experiences for marketers. A key innovation is Project Catalyst, an AI agent planned for beta in H1FY26, which aims to autonomously create, test, and optimize experience variations at scale for individual consumers.
The company also introduced new assistant features, including the generally available BrazeAI Liquid Assistant and the Message Template Assistant, planned for early access in Q3FY25, extending generative AI capabilities beyond content creation. Enhancements to the Braze Data Platform include new Cloud Data Ingestion integrations for AWS S3 and Microsoft Azure, CDI Segments for zero-copy audience building, and automated Identity Resolution, all aimed at unifying and activating customer data.
Braze further expanded its cross-channel capabilities with planned general availability of LINE messaging in Q3FY25, early access for RCS Business Messaging later this year, and enhancements to WhatsApp. These innovations leverage Braze's integrated tech stack to provide relevant experiences across various digital touchpoints, strengthening its competitive moat.
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