Braze Introduces Agentic AI into Marketing Campaign Management Operations

Braze unveiled new tools at its "Forge 2026" event held in Las Vegas from September 28 to 30, moving agentic AI from content production to the heart of daily campaign management operations, as reported by CMSWire.

The "Decisioning Studio Go" tool enables marketers to test over a billion combinations of variant, send time, day of the week, and messaging frequency per recipient, starting with email, and will be commercially available in October, giving marketing teams finer control over messaging and timing for every segment.

The company also announced the "Agentic Standards" tool, which automates campaign quality reviews based on rules specified by the marketer and tracks every verification check. It is expected to reach general availability in October as well, reducing errors before sending the campaign to the audience and saving manual review time.

Braze also introduced "Operator Connect" to build campaigns using Model Context Protocol (MCP) tools, including Claude, ChatGPT, and Microsoft Copilot, alongside "Conversational Agents" working via WhatsApp, SMS, RCS, and web to expand customer touchpoints and manage dialogue in one place.

What do these terms mean?

**Agentic AI:** A system that takes actions and performs tasks automatically rather than merely suggesting responses or text to the user. **Quality Review Automation:** Automated checking of a campaign prior to sending to ensure compliance with pre-established marketer rules. **General Availability:** The moment a tool becomes accessible to all customers following the end of the limited testing phase.