Salesforce is planning to buy AI marketing company Braze, sending BRZE shares surging 50%

Salesforce announced plans on Tuesday to acquire digital marketing firm Braze for approximately $5.66 billion, including debt. Under the agreement, Salesforce will pay Braze Class A common stockholders $47.50 in cash per share. This acquisition aims to integrate Braze's AI-powered multichannel marketing solutions into Salesforce's core enterprise offerings. Following the announcement, BRZE shares surged 50%. Braze, founded in 2011, had previously been a competitor to the Salesforce Marketing Cloud product used by various businesses.