Market signals

Salesforce signed a definitive agreement to acquire Cresta, a voice-agent provider for customer calls, for embedding into its customer service platform alongside Service Cloud; the deal is expected to close in Q1 of fiscal year 2028 subject to regulatory approval.

Salesforce signed a definitive agreement to acquire Braze for about $5.66 billion in enterprise value, $47.50 per share in cash; close expected in Salesforce's fiscal 2028, pending approvals.

Braze integrates with Bidease, a mobile demand-side platform, letting brands use Braze segments as synced audiences in Bidease retargeting and acquisition campaigns.

Meta now charges per message for WhatsApp service and utility messages sent within the Customer Service Window (previously free); Salesforce updates its own pricing to reflect this, effective November 1, 2026, while Meta's charges take effect October 1, 2026.

Salesforce signed a definitive agreement to acquire Loops, an AI analytics platform that explains changes in business metrics, to be brought into Tableau.

Hightouch acquired Strata, an agent-driven platform that generates and maintains no-code custom API integrations from a description of the data to move; Strata's CEO joins Hightouch.

New Canadian customers can see pricing, sign, pay and be invoiced in CAD.

Salesforce signed a definitive agreement to acquire Listen Labs, an AI customer research and simulation platform using digital twins to simulate customer responses; close expected in Salesforce's fiscal Q4 2027.

Braze partners with Globalization Partners International (GPI) to connect Braze content with human and AI-powered translation across 200+ languages via the Translation API.

Braze partners with GrowSurf so referral and affiliate program data flows into Braze as custom attributes for segmentation and Liquid personalization.

Bloomreach renames the Engagement product to Marketing across the product UI; functionality and contracts are unchanged.

HubSpot and OpenAI launched an AI Growth Bundle offering discounted HubSpot Starter credits and ChatGPT Business seats together, plus matched ChatGPT ad-spend credit through September 30, 2026.

HubSpot deepened its partnership with OpenAI, becoming the first CRM to integrate ChatGPT Ads and expanding the ChatGPT connector's capabilities.

The HubSpot connector for ChatGPT is now featured in OpenAI's new small business collection, increasing its discoverability for small business teams.

In supported countries other than the US, RCS messages that Marketing Cloud Next exchanges with a customer within 24 hours are billed as one conversation.

Salesforce and Anthropic launched Claudeforce, a Claude plugin with 37 prebuilt sales skills spanning Headless 360, Data 360, Tableau and Slack, set up via a single central admin connection.

Braze partners with Amazon Bedrock, AWS's managed foundation-model service, as an AI model provider for building generative AI applications.

Braze partners with Bynder, a digital asset management platform, so marketers can search and insert Bynder assets into campaigns and Canvases via a Chrome extension.

Braze partners with Multiplied Media, a creative automation studio, to send CRM-personalized images, GIFs, and video through email, push, in-app, Content Cards, and WhatsApp.

Marketo AI was renamed Coworker for Marketo Engage, with the same agent skills made available to all users.

Braze partners with Refiner, an in-app survey platform, to enable targeted in-app NPS, CSAT, CES, and product feedback surveys.

Braze partners with Stayfilm, a REST API for automated personalized video production, to generate customized video content for campaigns.

Braze partners with Validity so Everest seed lists sync to Braze, auto-seeding campaigns and Canvases and pulling engagement metrics back into Validity Inbox.

Braze partners with Convercus, a SaaS loyalty and coupon platform, to support omnichannel loyalty programs and personalized coupon campaigns.

Braze partners with Copy Pastd, a drag-and-drop email builder, to push Liquid-powered Content Blocks and templates directly into Braze workspaces.

Braze partners with Databricks Mosaic, Databricks' platform for building and deploying AI/ML models, as an AI model provider integration.

Braze partners with DinMo, a composable CDP, to enable reverse-ETL syncing of warehouse audiences, attributes, events, and subscription status into Braze.

eCommerce recommended events (product viewed, cart updated, checkout started, order placed/cancelled/refunded) no longer count toward billable data points.

Braze partners with EmailShepherd, an agentic email creation platform, to publish approved on-brand emails directly into Braze workspaces.

Braze partners with Talkable so marketing email opt-ins captured in Talkable referral campaigns flow into Braze in real time.

MoEngage acquired Aampe, whose per-customer autonomous agents choose content, timing, frequency and channel; founders will lead Agentic Decisioning. Terms undisclosed.

Iterable named a Databricks Validated Partner and launch partner for the new CustomerLake offering, alongside its existing Snowflake Elite Partner tier status.

Hightouch offered Publicis $800M–$1.2B for LiveRamp's identity assets, RampID and LiveRamp Connect.

Salesforce signed a definitive agreement to acquire Fin (formerly Intercom), a customer-service AI agent company, for approximately $3.6 billion.

Salesforce signed a definitive agreement to acquire Contentful, alongside new agents including Piper AI SDR, Hunter prospecting, and Agentforce Content and Marketing Goals agents.

Partnership with Better Email brings a collaborative, block-based email design system for brand-consistent email production.

Partnership with Chord streams eCommerce purchase, behavioral and identity events from its customer data platform into Braze.

Partnership with DailyPlay adds gamified, branded games and reward mechanics to deepen engagement.

Klaviyo became available for procurement on AWS Marketplace via AWS EDP committed spend.

Marketing Performance was renamed Marketing Performance Intelligence, unifying cross-channel performance, attribution and goals into one analytics experience.

Partnership with GRAVTY (Loyalty Juggernaut) brings an enterprise loyalty platform for retail, travel and financial services into Braze.

HubSpot and TikTok announced a partnership to bring TikTok ad campaigns, organic content publishing and engagement management natively into HubSpot.

Partnership with CataBoom brings gamified, interactive experiences like spin-to-win games into Braze campaigns.

Partnership with Denada lets marketers generate on-brand email creative through natural-language conversation.

Partnership with Poq enables rapid launch of native iOS and Android commerce apps alongside Braze messaging.

Partnership syncs Braze first-party audiences into The Trade Desk for ad retargeting, lookalike modeling and suppression.

HubSpot now meters the conversational records (calls, meetings, emails, chats) analyzed each month for AI features on all paid hubs; accounts above the included limits can buy an add-on for more capacity.

Partnership with Algolia brings API-first search and discovery, with AI-driven ranking, into Braze-powered experiences.

Partnership adds Anthropic's Claude as an available AI model provider within Braze.

Partnership syncs Canva images directly into the Braze Media Library to streamline creative workflows.

Partnership lets customers send images and visual assets from Figma directly into the Braze Media Library.

Partnership with Flybuy (Radius Networks) adds AI-powered pickup, delivery and dine-in location data for moment-based messaging.

Partnership adds Google Gemini as an available AI model provider within Braze.

Partnership with Limbik adds synthetic-audience testing to predict how messages will resonate before sending.

Partnership with Linkrunner brings mobile attribution and user-acquisition analytics into the Braze ecosystem.

Partnership adds OpenAI's models as an available AI model provider within Braze.

Partnership with Shopgate connects its mobile commerce and in-store clienteling platform to Braze.

Partnership with Splio adds audience-building and CRM campaign analytics across online and offline channels.

Partnership with DOTS.ECO lets brands reward users with trackable digital certificates for real-world environmental impact.

Partnership with Fullstory brings its behavioral analytics data into Braze for dynamic content personalization.

Partnership lets Braze Audience Sync push user data to LinkedIn customer lists for behavior-triggered advertising.

Partnership with Mailizio lets customers export content blocks and email templates to auto-generate in-app messages.

Partnership with Open Loyalty syncs loyalty points, tier and expiry data into Braze in real time to trigger messages.

Partnership with Oracle CrowdTwist connects its cloud loyalty platform with Braze for personalized customer experiences.

Klaviyo stopped charging for failed WhatsApp messages, utility templates sent within open service windows and messages triggered by Click to WhatsApp Ads.

Partnership with LILT brings AI-driven enterprise translation and localized content workflows to Braze customers.