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“As AI reshapes the landscape of customer engagement, the rise of agentic commerce can feel like a moment where marketers’ direct customer relationships are slipping away. But this shift likely represents the most significant opportunity for marketers in a generation,” said Astha Malik, Chief Business Officer at Braze. “To succeed in this new frontier, we must stop viewing AI as a standalone tool and start approaching it as a complete ecosystem where predictive analytics, reinforcement learning, and agents work together to deliver experiences that resonate. In times of disruption, the competitive advantage belongs to those who use new technology to connect more deeply with consumers. By centering the human need for value, convenience, and connection while taking a composable approach to data and intelligence, marketers can build loyalty and lay a sustainable foundation for engagement—no matter what the future holds.”
The Rise of AI Agents
A fundamental shift is occurring in how people interact with businesses. The report predicts a near-term future of "bot-to-bot" engagement, where consumers increasingly rely on personal AI agents and large language models (LLMs) to manage their digital lives.
What this looks like for industries
The Data Standoff and Consumer Skepticism
The consumer survey findings reveal deep-seated skepticism toward brands’ current AI practices, highlighting the high stakes for data handling:
What Brands Can Do Moving Forward
While the trust gap presents real challenges, the 2026 Customer Engagement Review shows that the financial rewards for brands that prioritize human-centric context are significant. Top-performing brands have moved beyond using AI for simple automation, instead leveraging it to create meaningful exchanges that resonate with consumers. When companies use data to accurately predict and meet customer needs, the result is more than just a transaction; consumers are 30% more likely to stay loyal and 26% more likely to recommend the brand. To succeed today, brands must earn the trust of consumers by proving they understand their unique wants and needs, offering personalized experiences and products that genuinely resonate, rather than adding to the digital noise.
To uncover more insights, download the full 2026 Global Customer Engagement Review report here.
Report Methodology
The report methodology for the 2026 Braze CER consists of two primary survey components conducted to provide a comprehensive look at the industry's landscape:
The 2026 CER also includes anonymized and aggregated behavioral data from 779 Braze customers across its Americas, APAC, and EU clusters to analyze app activity, message engagement, and purchasing trends by industry. These statistics span January 1, 2025, to December 31, 2025 and include data from 6 billion user profiles and 24 sub-industries.
About Braze
Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to AI-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. The company has repeatedly been recognized as a Leader in marketing technology by industry analysts, and was voted a G2 “Best of Marketing and Digital Advertising Software Product” in 2025. Braze was also named a 2025 Best Companies To Work For by U.S. News & World Report, a 2025 America’s Greatest Companies by Newsweek, and a 2025 Fortune Best Workplace in Technology™ by Great Place To Work®. The company is headquartered in New York with 15 offices across the Americas, EMEA, and APAC. Learn more at braze.com.
Braze Data
All Braze data included in this press release or the 2026 CER is approximate and is based on various assumptions. This data is tracked with internal systems and tools that are not independently verified by any third party, and is accordingly subject to adjustment. The methodology underlying the Braze data included in the 2026 CER may vary from prior years and prior year results may not be directly comparable to current results.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260224711754/en/
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