Braze Announced Three New AI Tools at Forge Conference
The platform unveiled automated marketing features that will reach general availability in October 2026.
Updated on Sept. 29, 2026 in Artificial Intelligence
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Braze has announced three new AI tools called Decisioning Studio Go, Agentic Standards, and Operator Connect during the company's Forge conference in Las Vegas. While currently in beta, these tools are designed to automate repetitive marketing tasks and improve campaign performance.
Why it matters
These tools aim to lower technical barriers for marketers by integrating individualized decision-making and cross-platform connectivity into the Braze ecosystem. The updates reflect a broader industry shift toward automating campaign optimization to reduce manual overhead.
Decisioning Studio Go uses reinforcement learning to calculate optimal content combinations from a set of variables, such as 25 subject lines and 10 call-to-action variants, for individual recipients. Operator Connect uses the Model Context Protocol to link internal platform data with external AI workspaces.
The players
Braze
A customer engagement platform that provides tools for marketing automation, data orchestration, and cross-channel messaging.
The details
Decisioning Studio Go automates campaign optimization by testing variables to identify the most effective combinations for each user, replacing manual A/B testing processes. Operator Connect leverages the Model Context Protocol—a standard that enables AI models to safely access and interact with external data environments—to allow Braze platform capabilities to function within external AI workspaces.
Timeline
September 2026: Braze announced three new AI tools at the Forge conference.
October 2026: General availability begins for Agentic Standards.
Oct. 14, 2026: Decisioning Studio Go moves to general availability.
The Tech Race
The integration of the Model Context Protocol signals a shift toward standardized interoperability in the competitive AI marketing space. By adopting this protocol, Braze is moving to ensure its platform remains the central hub for data as marketers increasingly rely on third-party AI agents.
Marketers using the Braze platform will gain access to these tools starting in October 2026, allowing them to automate repetitive tasks and optimize email click-through rates. The update will primarily benefit users who currently manage complex campaigns with dozens of creative variables.
The takeaway
These tools mark a significant step toward autonomous campaign management by allowing AI to handle variable testing at scale. Watch for the general availability release on Oct. 14, 2026, to determine how effectively the reinforcement learning models perform in real-world environments.
What happens next
Braze will launch Agentic Standards to general availability in October 2026, followed by the general release of Decisioning Studio Go on Oct. 14, 2026.
Further reading
Explore the broader shifts in Artificial Intelligence to see how industry-standard protocols are changing automated marketing platforms.
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