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<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width, initial-scale=1"/><link rel="stylesheet" href="/_next/static/css/75d4492750c0abc6.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/3cb5a60c8c319cd4.css" data-precedence="next"/><link rel="stylesheet" href="/_next/static/css/f67a7f71dd7b9162.css" data-precedence="next"/><link rel="preload" as="script" fetchPriority="low" href="/_next/static/chunks/webpack-d4e3ff08c46f856e.js"/><script src="/_next/static/chunks/09425d86-4f0eabad629eacef.js" async=""></script><script src="/_next/static/chunks/4260-e1e38354af079f60.js" async=""></script><script src="/_next/static/chunks/main-app-ca20d357ab8c1b03.js" async=""></script><script src="/_next/static/chunks/8947-c909428801b90e4d.js" async=""></script><script src="/_next/static/chunks/6431-3cf01a5dbf9d2a62.js" async=""></script><script src="/_next/static/chunks/6056-de36a60ddf186523.js" async=""></script><script src="/_next/static/chunks/app/layout-8fe8244052039db5.js" async=""></script><script src="/_next/static/chunks/aafbaf63-935c2684664f3020.js" async=""></script><script src="/_next/static/chunks/fe56b05f-44c24bd27596b507.js" async=""></script><script src="/_next/static/chunks/8855-917d8e35d6ca82ad.js" async=""></script><script src="/_next/static/chunks/4997-24d0eaa2ecbd2f76.js" async=""></script><script src="/_next/static/chunks/4742-a910654a143eedf7.js" async=""></script><script src="/_next/static/chunks/7722-817ee2f9b614ce31.js" async=""></script><script src="/_next/static/chunks/app/%5Blocale%5D/resources/articles/%5Bslug%5D/page-57260a7ea142e620.js" async=""></script><link rel="preload" href="https://cdn.cookielaw.org/scripttemplates/otSDKStub.js" as="script"/><link rel="preload" href="https://client-registry.mutinycdn.com/personalize/client/fc83559d1f01927c.js" as="script"/><link rel="preload" href="https://www.googletagmanager.com/gtm.js?id=GTM-W3ZW3HBZ" as="script"/><title>Work Smarter With Sage AI by Braze</title><meta name="description" content="Today, in expanding on our robust existing AI capabilities, we are announcing Sage AI by Braze to power our comprehensive AI functionality. 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grow basis-0"><img alt="Work Smarter With Sage AI by Braze" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="h-auto max-h-[352px] w-full rounded-xl object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78f973be08163d0dec5e3e134087051ff61bd2e8-1500x1500.png&w=640&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78f973be08163d0dec5e3e134087051ff61bd2e8-1500x1500.png&w=1200&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F78f973be08163d0dec5e3e134087051ff61bd2e8-1500x1500.png&w=1200&q=75"/></div></div></div></div><div class="container py-[50px] md:py-24"><div class="flex flex-col gap-8 md:flex-row"><div class="w-full shrink-0 grow-0 basis-full md:w-[72px] md:basis-[72px]"><div class="flex gap-4 text-gray-500 md:sticky md:top-20 md:flex-col"><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="twitter-new"><use href="/icons/sprites.svg#twitter-new"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="linkedin"><use href="/icons/sprites.svg#linkedin"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="mailbox"><use href="/icons/sprites.svg#mailbox"></use></svg></div><div class="w-fit cursor-pointer text-gray-500 hover:text-primary-500"><svg width="24" height="24" role="img" aria-label="link-03"><use href="/icons/sprites.svg#link-03"></use></svg></div></div></div><div class="flex shrink-0 grow basis-0 flex-col gap-12"><div class="flex flex-col gap-6 rounded-xl border border-gray-100 bg-gray-50 p-8"><span class="text-sm font-semibold text-gray-600">AUTHOR</span><div class="flex items-center gap-4"><span class="block size-10 shrink-0 grow-0 basis-10 overflow-hidden rounded-full bg-gray-100"><img alt="" loading="lazy" width="160" height="160" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F61c84d4d4023c37e22ec12225b6336e9de039ab1-800x800.jpg&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F61c84d4d4023c37e22ec12225b6336e9de039ab1-800x800.jpg&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F61c84d4d4023c37e22ec12225b6336e9de039ab1-800x800.jpg&w=384&q=75"/></span><div class="flex flex-col items-start justify-center gap-4 sm:flex-row md:items-center"><h6 class="text-md font-semibold text-gray-900 sm:text-lg">Jojo Zieff</h6><div class="hidden min-h-[30px] border-r-2 border-gray-300 bg-gray-300 sm:block "></div><span class="text-md text-gray-900">Product Marketing Manager, Braze</span></div></div></div><div class="flex flex-col gap-6"><p><em>Update: Sage AI by Braze is now BrazeAI™. <a class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="https://www.braze.com/product/brazeai">Learn more about BrazeAI™ here</a>.</em></p><p></p><p>AI is on everyone's mind right now, as recent advances in technology have unlocked seemingly endless possibilities and massive potential for new applications. With these advancements, there are a plethora of new opportunities for marketers to save time, be more creative, try new things, and reach their goals faster.</p><p>Braze has prioritized using AI to help marketers save time and get better results for the better part of a decade. We first integrated OpenAI’s GPT model for our Copywriting Assistant in May of 2022, and have been incorporating statistical and machine learning algorithms into our platform since our launch of the <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/how-braze-stays-ahead-of-the-curve-on-ai">Intelligence Suite in 2014</a>. Our generative and other AI-based tools have a proven track record of helping our customers to save time and get the best results from their campaigns.</p><p></p><p>Today, in expanding on our robust existing AI capabilities, we are announcing <strong>Sage AI by Braze</strong> to power our comprehensive AI functionality. A Sage is a profoundly wise person or trusted advisor assisting with decision-making and alleviating uncertainty. With Sage AI by Braze capabilities, marketers can have a trusted advisor to help guide their creativity, make better decisions and optimize the experience for their customers.</p><p>We’re launching new features, including:</p><ul><li class="mb-2 ml-10 list-disc">Features, enabling faster cross-channel campaign creation, while reducing internal creative bottlenecks.</li><li class="mb-2 ml-10 list-disc">AI-driven personalization that provides tailored content to reduce churn, increase loyalty, and drive revenue.</li><li class="mb-2 ml-10 list-disc">Easily accessible and rapid experimentation with automated decision-making that helps give marketers better results in just a few clicks.</li></ul><p>Sage AI by Braze capabilities leverage comprehensive, first-party data inputs in real-time to make faster, smarter decisions and to personalize experiences on any Braze channel for each and every customer. At the same time, easily accessible and flexible experimentation open up more opportunities for optimization and personalization at every step of the customer journey</p><img alt="rich image block" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8fb972a64bb52240680344e548dcea7378832a65-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8fb972a64bb52240680344e548dcea7378832a65-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F8fb972a64bb52240680344e548dcea7378832a65-2400x1210.png&w=1920&q=75"/><h2 class="my-4 text-gray-900 lg:text-display-lg" id="rapidly-generate-cross-channel-campaign-content-with-sage-ai-by-braze"><strong>Rapidly Generate Cross-Channel Campaign Content with Sage AI by Braze</strong></h2><p>As marketers face pressure to drive results with less time and resources, Sage AI by Braze powers capabilities that can help inspire marketing creativity while automating routine tasks. With features that help automate experimentation, content creation, report building, and user targeting, Sage AI by Braze can help empower swift campaign creation across channels while allowing for faster experimentation with rapid generation of new campaign variants.</p><ul><li class="mb-2 ml-10 list-disc">One year ago we introduced our <strong><a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/braze-ai-copywriting-assistant">AI Copywriting Assistant</a>, </strong>which has found rapid adoption. This feature has helped our customers use plain text prompts to quickly generate multi-language copy across channels. We've made it even easier to use the AI Copywriting Assistant by embedding it directly into the drag-and-drop editor interface for in-app messages.</li><li class="mb-2 ml-10 list-disc">We are launching our<strong> AI Content QA </strong>tool, which will unlock OpenAI’s ChatGPT-4 technology to check messages for spelling and grammatical errors, tone, and offensive or insensitive language, cutting down the time marketers will spend on tedious content quality checks of their message copy.</li><li class="mb-2 ml-10 list-disc">Our<a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/braze-ai-image-generator"><strong>DALL-E Image Generator</strong></a>, launched last December, helps reduce pressure on resource-strapped creative teams and allows customers to generate custom images based on natural language prompts directly in the Braze Media Library. Teams have already been able to move AI-generated images directly into production for rapid message and campaign creation.</li><li class="mb-2 ml-10 list-disc">We are developing features such as our<strong> AI Query Builder </strong>to help empower marketers of any technical skill level to easily create sophisticated custom reports directly from natural language prompts and descriptions.</li></ul><img alt="rich image block" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F288ec73c3a036f34fb21b5c6ab71afa3220efcc9-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F288ec73c3a036f34fb21b5c6ab71afa3220efcc9-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F288ec73c3a036f34fb21b5c6ab71afa3220efcc9-2400x1210.png&w=1920&q=75"/><h2 class="my-4 text-gray-900 lg:text-display-lg" id="instantly-personalize-experiences-at-scale-with-sage-ai-by-braze"><strong>Instantly Personalize Experiences at Scale with Sage AI by Braze</strong></h2><p>While personalization at scale can be difficult for marketers, it is an important strategy to acquire and retain valuable customers. Sage AI by Braze can make hyper-personalization easily accessible and unlock new opportunities for marketers to tailor content, recommendations, and journeys to each customer's unique preferences, attributes, and behaviors.</p><ul><li class="mb-2 ml-10 list-disc">With the <strong>Predictive Suite</strong>, marketers can more accurately predict the likelihood of customers performing any custom event such as making a purchase, streaming a show, or renewing a subscription. They can then easily segment and target these customers to increase loyalty, reduce churn, and increase conversion. Customers like <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/customers/8fit-case-study-predictive">8fit</a> were able to use predictive targeting to message their customers most likely to buy their products, and improved conversions by 3.75x when compared to campaigns sent without predictive targeting.</li><li class="mb-2 ml-10 list-disc">With <strong>Intelligent Selection</strong>, <strong>Intelligent Timing,</strong> and <strong>Intelligent Channel,</strong> marketers can send their customers the content that’s most likely to resonate with them, at the time they are most likely to engage, and on the channels they prefer. Brands like <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/customers/nzme-oneroof-case-study">OneRoof</a> were able to boost their click-to-open rate by 23% by optimizing message sends.</li><li class="mb-2 ml-10 list-disc">In order to supercharge personalization at scale, we’re developing <strong>AI Recommendations</strong>*. This feature is intended to enable brands to easily share recommendations of products, items, services, and more—which are personalized based on each individual customer’s likelihood to buy them.</li><li class="mb-2 ml-10 list-disc">Marketers can take personalization a step further with the<strong> Conversion Correlation Table</strong>, an automated statistical analysis tool that provides crucial insight into the attributes or behaviors that are most correlated to conversion. Use these insights to understand which attributes correlate to customers’ likelihood to convert, which can help inform a strategy that better targets customers.</li></ul><img alt="rich image block" loading="lazy" width="800" height="600" decoding="async" data-nimg="1" class="size-auto max-w-full self-start overflow-hidden rounded-xl" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6ce64567ecdbe21e9d07f5ee4a2a813c3bfad7c9-2400x1210.png&w=828&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6ce64567ecdbe21e9d07f5ee4a2a813c3bfad7c9-2400x1210.png&w=1920&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F6ce64567ecdbe21e9d07f5ee4a2a813c3bfad7c9-2400x1210.png&w=1920&q=75"/><h2 class="my-4 text-gray-900 lg:text-display-lg" id="get-better-results-with-sage-ai-by-braze"><strong>Get Better Results With Sage AI by Braze</strong></h2><p>When launching a campaign or journey, marketers can get overwhelmed in a sea of possibilities and default to the version they hope will perform best. With Braze, customers can go beyond simple A/B testing with the flexibility to test different copy, creative, timing, channels, campaigns, customer journeys, and more. Sage AI by Braze powers features that automate decisioning and take the guesswork (and wasted effort) out of testing to automatically send all customers down the most effective paths. Powered by advanced statistical models, we are expanding the ways brands can optimize campaigns—in just a few clicks.</p><ul><li class="mb-2 ml-10 list-disc">Last year we introduced <strong>Winning Variant</strong>, a feature that uses statistical modeling to help optimize conversions. Winning Variant tests two or more different campaign variants and automatically sends users down the one that is performing better. With Sage AI by Braze, we are expanding our offerings by introducing <strong>Winning Path </strong>in <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/braze-canvas-flow-spotlight"><strong>Braze Canvas Flow</strong></a>. With Winning Path, marketers can test any part of a customer's journey and automatically optimize each step for the best-performing version. Whether customers are responding better to SMS, prefer to have that follow-up message delayed 12 hours, or are really feeling that new circular logo, Winning Path can optimize experiences for customers every step of the way.</li><li class="mb-2 ml-10 list-disc">In some cases, the “best” version of a campaign is different for everyone. With <strong><a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/personalized-variant-product-spotlight">Personalized Variant</a>,</strong> campaign tests are automatically optimized to ensure individual customers receive the variant they’re most likely to engage with based on their personal actions, attributes, and preferences.</li><li class="mb-2 ml-10 list-disc">Soon, we plan to introduce <strong>Personalized Path</strong>*. With Personalized Path, Braze intends to provide marketers access to AI-driven personalization that can be applied to every step of a customer’s journey in order to determine the entire experience that each individual prefers. The aim of Personalized Path is to enable marketers to leverage every user’s behaviors and preferences to customize the full experience for each individual and help maximize a brand's ROI.</li><li class="mb-2 ml-10 list-disc">We’re also working on plans to help brands simulate and <strong>predict A/B test winners</strong>*. The objective of this tool is to enable marketers to get messages out faster by helping select the best message variants without needing to run a test at all.</li><li class="mb-2 ml-10 list-disc">For email senders, the introduction of <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/articles/apple-mail-privacy-protection-how-to-prepare">Mail Privacy Protection</a> by Apple in 2021 created a situation where marketers couldn’t meaningfully rely on email open rates because Apple Mail artificially inflated this metric. We are testing statistical models for <strong>Estimated Real Open Rate</strong>*, which intends to provide a more accurate estimate of real email open rates to inform the success of email campaigns and drive optimization strategy.</li></ul><p></p><p><strong>Final Thoughts</strong></p><p>Sage AI by Braze powers a collection of accessible, easy-to-use tools that lower the barriers to entry for creativity, personalization and optimization in your engagement strategy. These tools can help marketers to work smarter, build better cross-channel experiences for their customers, and make sure brands get the best results every time.<em>Want to learn more about how AI can transform your customer engagement strategy? Register to join the <a rel="noreferrer noopener" class="font-bold underline decoration-primary-700 decoration-2 underline-offset-1 hover:decoration-black" href="/resources/webinars-and-events/ai-in-action">AI in Action: Improve Every Step in the Campaign Lifecycle</a> webinar.</em></p><p></p><p><em>*Any product marked with an asterisk herein is currently in the Beta stage of development or earlier. Information included herein about these products reflect Braze’s current product plan; however, Braze may discontinue the development of any of these products at any time in its sole discretion and/or may never make the product generally available. If any of these products become generally available, the functionality may differ from as described herein.</em></p><p><em><strong>Forward-Looking Statements </strong>This post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding anticipated product performance. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in Braze’s Annual Report on Form 10-K for the fiscal year ended January 31, 2023, filed with the U.S. Securities and Exchange Commission on March 31, 2023, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this post represent the views of Braze only as of the date of this presentation, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.</em></p></div></div><div class="flex w-full shrink-0 grow-0 basis-full flex-col gap-8 md:w-[280px] md:basis-[280px]"><div class="flex flex-col gap-5"><h6 class="text-sm uppercase text-gray-600">Related Tags</h6><div class="flex flex-wrap gap-3 text-sm"><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search Product Release tag" href="/search?resource=Article&undefined=Product Release">Product Release</a><a class="block rounded-2xl border border-gray-300 px-3 font-bold py-1 text-gray-700 hover:text-primary-700" aria-label="Search AI and Machine Learning tag" href="/search?resource=Article&undefined=AI and Machine Learning">AI and Machine Learning</a></div></div><div 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text-gray-500">November 27, 2024</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[&:nth-child(2n)]:-translate-y-10 md:[&:nth-child(2n)]:translate-y-0 lg:[&:nth-child(3n)]:-translate-y-20 lg:[&:nth-child(3n+2)]:-translate-y-10" href="/resources/articles/braze-kubernetes-dynamic-scaling"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Scaling New Heights: How Braze Uses Kubernetes to More Efficiently Handle Dynamic Workloads" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F7de5b63c9a6ef3572c227b4f78cd9b3ea4aae72c-1920x1080.png&w=640&q=75 1x, 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overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="heading-join-the-movement-to-journey-orchestration" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold">Join the movement to journey orchestration.</h2><div class="whitespace-break-spaces text-xl text-white">The move to highly-intelligent, always-on journey orchestration is happening. And much of it is happening on our platform. 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Information included herein about these products reflect Braze’s current product plan; however, Braze may discontinue the development of any of these products at any time in its sole discretion and/or may never make the product generally available. 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This shift is not just a trend; it's a strategic move that can significantly enhance customer engagement and satisfaction. By leveraging AI-driven insights and personalized experiences, brands can connect with their customers on a deeper level, ultimately driving loyalty and fostering long-term relationships. As companies embrace this technology, they can not only improve their operational efficiencies but also unlock new avenues for growth in an increasingly competitive marketplace.\"}]},{\"markDefs\":[],\"children\":[{\"_key\":\"f7692ad226da0\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, we often say ‘There’s never been a better time to be a better marketer.’ But what an ideal time for marketers to collaborate with cross-functional teams, such as engineering and data science, to leverage new AI advancements. 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With tools like Braze and partners such as AWS and Accenture, marketers can effectively use AI with trust and confidence to create personalized experiences that better resonate with customers.\",\"_key\":\"3ed759002d830\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3fd66f86508f\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"165a9214c66f\",\"markDefs\":[{\"_key\":\"7d108bb1e35b\",\"_type\":\"link\",\"href\":\"https://brazeevents.braze.com/aws-reinvent-2024?utm_campaign=fy25-q4-amer-owned-field-aws-reinvent\u0026utm_medium=social\u0026utm_source=braze\u0026utm_content=blog-landing-page\"}],\"children\":[{\"text\":\"To learn more, \",\"_key\":\"b29c1d0396ba0\",\"_type\":\"span\",\"marks\":[]},{\"_type\":\"span\",\"marks\":[\"7d108bb1e35b\"],\"text\":\"come meet us\",\"_key\":\"b29c1d0396ba1\"},{\"text\":\" at AWS re:Invent or contact us to chat about our solutions.\",\"_key\":\"b29c1d0396ba2\",\"_type\":\"span\",\"marks\":[]}]},{\"style\":\"normal\",\"_key\":\"f53886ed26cb\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"\",\"_key\":\"a636b22d1d490\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"890ec01ae137\",\"markDefs\":[],\"children\":[{\"_key\":\"978c2895521f0\",\"_type\":\"span\",\"marks\":[\"strong\",\"em\"],\"text\":\"Forward Looking Statements\"}]},{\"style\":\"normal\",\"_key\":\"aaa085544c34\",\"markDefs\":[],\"children\":[{\"text\":\"$197\",\"_key\":\"28dd3406415d0\",\"_type\":\"span\",\"marks\":[\"em\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\"\\n\",\"_key\":\"8eb19067972c\"}],\"_type\":\"block\"}],\"publicationDates\":{\"updatedAt\":\"2024-11-27T16:11:30.092Z\",\"publishedAt\":\"2024-11-27T16:12:19.941Z\"},\"author\":[{\"lastName\":\"Bar\",\"headshot\":\"https://cdn.sanity.io/images/b7pblshe/marketing-prod/9bb5d1b0607174c8ccbd67f46ad2e030f68a3536-1552x1430.png\",\"_id\":\"imported-craft-author-from-event-Ido-Bar\",\"firstName\":\"Ido\"}],\"className\":\"w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3 sm:[\u0026:nth-child(2n)]:-translate-y-10 md:[\u0026:nth-child(2n)]:translate-y-0 lg:[\u0026:nth-child(3n)]:-translate-y-20 lg:[\u0026:nth-child(3n+2)]:-translate-y-10\",\"pageLink\":\"/resources/articles\"}],[\"$\",\"$L196\",\"852711b3-5b2e-4c32-ab33-9aa7c9ea8757\",{\"category\":\"blogPost\",\"_type\":\"blogPost\",\"_id\":\"852711b3-5b2e-4c32-ab33-9aa7c9ea8757\",\"slug\":\"braze-kubernetes-dynamic-scaling\",\"publicationDates\":{\"publishedAt\":\"2024-11-27T15:22:26.326Z\",\"updatedAt\":\"2024-11-27T15:22:30.533Z\"},\"body\":[{\"_key\":\"23c1a0bbc434\",\"markDefs\":[{\"_key\":\"b20f85859c53\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/powering-marketing-sophistication-at-a-massive-scale\"},{\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\",\"_key\":\"ac273509dd21\"}],\"children\":[{\"marks\":[],\"text\":\"One defining characteristic of the Braze platform is that it operates efficiently at an \",\"_key\":\"8bbadb358e840\",\"_type\":\"span\"},{\"marks\":[\"b20f85859c53\"],\"text\":\"enormous scale\",\"_key\":\"8bbadb358e841\",\"_type\":\"span\"},{\"marks\":[],\"text\":\". During the calendar year 2023, for instance, brands used Braze to send more than 2.6 trillion messages and other \",\"_key\":\"8bbadb358e842\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[\"ac273509dd21\"],\"text\":\"Canvas\",\"_key\":\"8bbadb358e843\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" actions and to make over 7.5 trillion API calls. However, this usage can shift significantly not just from week to week, but from minute to minute, depending on what our customers are looking to achieve.\",\"_key\":\"8bbadb358e844\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"To give our system the flexibility it needs to operate successfully even under intense workloads, Braze takes advantage of \",\"_key\":\"d9211f7926960\"},{\"_type\":\"span\",\"marks\":[\"6344a0ded3fd\"],\"text\":\"autoscaling\",\"_key\":\"d9211f7926961\"},{\"_type\":\"span\",\"marks\":[],\"text\":\"—that is, the ability to automatically scale capacity up or down based on current or anticipated needs. To continue upleveling our autoscale capabilities, Braze began experimenting with using the open-source Kubernetes (K8s) platform back in 2016. Now, eight years later, K8s has become a core part of the Braze platform's software infrastructure, supporting our customers' ability to understand, reach, engage, and build relationships at a massive scale.\",\"_key\":\"d9211f7926962\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"531384766506\",\"markDefs\":[{\"_key\":\"6344a0ded3fd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-aws-auto-scaling\"}]},{\"_key\":\"c21231cb7f10\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"In this piece, we’ll explore the factors that influenced Braze to leverage K8s to handle dynamic workloads, as well as some specifics around how we’re taking advantage of this technology to make our system more flexible, performant, and scalable.\",\"_key\":\"ed23a386232f0\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why Braze decided to transition to Kubernetes\",\"_key\":\"4de43d1fe7de0\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"d1be15af41a6\"},{\"style\":\"normal\",\"_key\":\"17f65eef1d66\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Prior to our move to Kubernetes, the Braze platform ran on Amazon Web Services (AWS) Elastic Compute Cloud (EC2) Auto Scaling Groups, a collection of virtual servers that provided the foundation of our product’s demand-scaling capabilities.\",\"_key\":\"43b1fc0862d70\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0960b4a8d944\",\"markDefs\":[{\"_key\":\"8937661a0a93\",\"_type\":\"link\",\"href\":\"https://www.chef.io/\"},{\"_key\":\"aee58ef0ef61\",\"_type\":\"link\",\"href\":\"https://docs.chef.io/terraform/\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"To allow Braze to dynamically adjust the amount of data processing and messaging sending that our system is carrying out, tens of thousands of these servers were autoscaled using thousands of autoscale groups (ASGs) based on real-time demand. This approach also took advantage of automation powered by \",\"_key\":\"6d55000590440\"},{\"_key\":\"6d55000590441\",\"_type\":\"span\",\"marks\":[\"8937661a0a93\"],\"text\":\"Chef\"},{\"_type\":\"span\",\"marks\":[],\"text\":\", an open-source DevOps configuration tool, and \",\"_key\":\"6d55000590442\"},{\"_key\":\"6d55000590443\",\"_type\":\"span\",\"marks\":[\"aee58ef0ef61\"],\"text\":\"Terraform\"},{\"marks\":[],\"text\":\", an open-source infrastructure-as-code provisioning software, at a global scale across multiple regions.\",\"_key\":\"6d55000590444\",\"_type\":\"span\"}]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"abd821408bfb\",\"markDefs\":[],\"children\":[{\"text\":\"But as the dynamic nature of Braze workloads grew to the point where our systems were consistently handling tens of billions of requests and jobs on a daily basis, it became clear that we needed to investigate a more robust and efficient solution for handling our auto scale needs. In particular, we knew that we needed a solution that could support multiple cloud providers and enable rapid deployments and releases.\",\"_key\":\"8f3ec70b32bd0\",\"_type\":\"span\",\"marks\":[]}]},{\"markDefs\":[],\"children\":[{\"text\":\"Our research into what technologies would best meet our need for more advanced features led us to Kubernetes. We decided to migrate to K8s because of its robust self-healing capabilities, improved resource utilization, and streamlined configuration management. This transition made it possible for us to handle our dynamic workloads more efficiently, a major consideration given the scale that Braze operates at, and simplified our deployment and operational processes by deprecating Chef in favor of cloud-native toolsets.\",\"_key\":\"25cddeaf1dbc0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a6b4e1443203\"},{\"children\":[{\"_key\":\"5c687b7d44860\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Kubernetes supports handling of dynamic workloads\"}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"04eb71749d8d\",\"markDefs\":[]},{\"_key\":\"4aafd6c9423b\",\"markDefs\":[],\"children\":[{\"text\":\"While we were bullish on Kubernetes’ ability to help us improve the efficiency of our systems, it was important to us that we verify K8s positive impact on the quality of the services we offered. To do that, we defined a particular set of service-level objectives (SLOs) and indicators regarding both application performance (e.g. latency, processing rate, job duration) and infrastructure costs. To account for the growth in requests while the migration project was in progress, we defined a cost variable that measured infrastructure spending based on the number of completed processes (e.g. API requests handled, messages sent) and requests.\",\"_key\":\"fb6c259455220\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"e0001133fade\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-how-braze-leverages-ruby-at-scale\",\"_key\":\"246d1f369509\"}],\"children\":[{\"text\":\"When we talk about the Braze core platform, we’re referring to a \",\"_key\":\"d13270edaf830\",\"_type\":\"span\",\"marks\":[]},{\"_key\":\"d13270edaf831\",\"_type\":\"span\",\"marks\":[\"246d1f369509\"],\"text\":\"Ruby monolithic application\"},{\"text\":\" that handles three distinct types of workloads: Work associated with the Braze dashboard, Braze APIs, and Braze workers. In particular, the latter two have the highest rate of requests and can provide the clearest picture of the gains that come with migrating to Kubernetes.\",\"_key\":\"d13270edaf832\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"5726e261a80b\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Braze workers: Efficiently processing asynchronous tasks\",\"_key\":\"d9f143c3b2490\",\"_type\":\"span\"}]},{\"style\":\"normal\",\"_key\":\"81a2c99e9a08\",\"markDefs\":[],\"children\":[{\"_key\":\"a832b8b674b70\",\"_type\":\"span\",\"marks\":[],\"text\":\"The Braze platform manages asynchronous workloads through Sidekiq, which is a background processor for Ruby. These workloads, which sit across various queues powered by Redis, an in-memory data store, demand a scaling solution that’s capable of adapting to satisfy various metrics, including latency, job processing rates, and queue size trends.\"}],\"_type\":\"block\"},{\"markDefs\":[{\"href\":\"https://go.dev/\",\"_key\":\"5a019f6bd84e\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"eb396f8bf1080\",\"_type\":\"span\",\"marks\":[],\"text\":\"To tackle this, we used \"},{\"_type\":\"span\",\"marks\":[\"5a019f6bd84e\"],\"text\":\"Golang\",\"_key\":\"eb396f8bf1081\"},{\"_key\":\"eb396f8bf1082\",\"_type\":\"span\",\"marks\":[],\"text\":\" and the Kubernetes Operator SDK to develop a custom application named Arbiter. With Arbiter, we can autoscale deployments for the platform worker in Braze, adjusting resources on a per-tenant and per-Redis shard basis. This approach resulted in an application that’s capable of efficiently managing and processing approximately 30 billion Sidekiq jobs per day, tailored to fit the specific needs of each tenant and to minimize the demands placed on our infrastructure.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"96f8d516a658\"},{\"style\":\"normal\",\"_key\":\"7bdcfe5d08b1\",\"markDefs\":[],\"children\":[{\"text\":\"To give a better sense of how this all works, this chart illustrates the number of autoscaled replicas dedicated to one tenant that are processing tasks from one particular shard during a 30-minute window:\",\"_key\":\"f8ea72c7445b0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_key\":\"7a6ef4bdd2f2\",\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-4f36a68d5f6ce8e14c522f3fbb9380359691447a-2400x1210-png\"},\"_type\":\"richImage\",\"alt\":\"a graph with the word auto scaling on it\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"cefcbad16383\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Arbiter leverages a decision engine that’s capable of outlining actions to take (e.g. scaling up, scaling down, or no operation) in response to trends associated with queue size, processing rate, and latency relative to our system’s latency toleration levels.\",\"_key\":\"091976926c6f\",\"_type\":\"span\"}]},{\"_type\":\"richImage\",\"alt\":\"a purple background with a bunch of graphs on it\",\"_key\":\"ec459bca2c74\",\"asset\":{\"_ref\":\"image-997bbff503d3852033440697c7359f68fe8d2d57-2400x1210-png\",\"_type\":\"reference\"}},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"These automations don’t happen in a vacuum. In instances where the decision engine recommends a change be made in the number of replicas, the calculation that determines the resulting replica counts will be impacted by a set of tenant-specific parameters.\",\"_key\":\"1aabfd55ed390\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"87fbe649c900\",\"markDefs\":[]},{\"children\":[{\"marks\":[],\"text\":\"In the example below, the tenant has defined the following configurations as a K8s custom resource definition (CRD), allowing them to be used to inform the automation that could occur:\",\"_key\":\"4f081817313d0\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b1bcda4ee591\",\"markDefs\":[]},{\"asset\":{\"_type\":\"reference\",\"_ref\":\"image-0455538a6da852fd74cdb8190c5aa9e1c0d5ba08-2400x1210-png\"},\"_type\":\"richImage\",\"alt\":\"a purple background with a white box that says unset\",\"_key\":\"bf6ab582053d\"},{\"_key\":\"cb968d245fdf\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"In this instance, Arbiter’s controller will periodically reconcile the tenant’s CRD with its deployment, then calculate the desired replica counts by following a formula:\",\"_key\":\"d1bf5eaa3747\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"asset\":{\"_ref\":\"image-5c46557fbe2d94d1d3fc89a9cd7b8bbdd38307ed-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\",\"alt\":\"delta = ( max - min ) increment ( latency 10 / toleration )\",\"_key\":\"c03f93e4a9bc\"},{\"_key\":\"340572bcb34e\",\"markDefs\":[],\"children\":[{\"_key\":\"1986cb56f33d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"By making these sorts of robust, nuanced automation possible, K8s has allowed us to more efficiently manage and deploy workers in connection with our infrastructure needs. That doesn’t just help save time and money—it also preserves resources and makes our systems more resilient in the face of growing processing and message sending demands from our customer base.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"h3\",\"_key\":\"865d58f7e00e\",\"markDefs\":[],\"children\":[{\"_key\":\"e475f62423c90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Braze APIs: Powering responsive and reliable service\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Workers aren’t the only place where the Braze platform needs to be able to operate efficiently at a massive scale. Our Braze APIs are designed to handle a staggering \",\"_key\":\"22010a7ccd4c0\"},{\"_key\":\"22010a7ccd4c1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"400,000\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" \",\"_key\":\"22010a7ccd4c2\"},{\"text\":\"requests per second\",\"_key\":\"22010a7ccd4c3\",\"_type\":\"span\",\"marks\":[\"strong\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\", reflecting the massive usage of our APIs by Braze customers and other systems. These requests come from two main sources:\",\"_key\":\"22010a7ccd4c4\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"978804317bbb\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"SDK calls from various client types\",\"_key\":\"eba78feb21150\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"1a05b1c4c61e\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Direct REST calls to our API endpoints\",\"_key\":\"0c79d1e75b4f0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"7497c8781a46\"},{\"_key\":\"fcb1fb1a6106\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Ensuring that this component of our platform can scale and remain flexible is an essential part of providing a responsive and reliable service to our users.\",\"_key\":\"3bfc5e348a660\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"266b2366b7b4\",\"markDefs\":[{\"_key\":\"ceec0f4894c2\",\"_type\":\"link\",\"href\":\"https://docs.aws.amazon.com/elasticloadbalancing/latest/network/introduction.html\"},{\"_type\":\"link\",\"href\":\"https://kubernetes.io/docs/tasks/run-application/horizontal-pod-autoscale/\",\"_key\":\"b23c99eef702\"}],\"children\":[{\"text\":\"In order to scale this component, we knew we needed to introduce a layered approach. Today, each one of our API fleets is segmented for specific request types and sits behind an autoscaled ingress controller and an AWS \",\"_key\":\"c8b317e9e6350\",\"_type\":\"span\",\"marks\":[]},{\"marks\":[\"ceec0f4894c2\"],\"text\":\"Network Load Balancer\",\"_key\":\"c8b317e9e6351\",\"_type\":\"span\"},{\"_key\":\"c8b317e9e6352\",\"_type\":\"span\",\"marks\":[],\"text\":\" (NLB). The autoscaling associated with our Platform API fleet is now meticulously managed by Kubernetes \"},{\"_key\":\"c8b317e9e6353\",\"_type\":\"span\",\"marks\":[\"b23c99eef702\"],\"text\":\"Horizontal Pod Autoscalers\"},{\"text\":\" (HPAs), allowing us to seamlessly monitor three vital metrics: Request counts, error rates, and P95 duration (RED metrics).\",\"_key\":\"c8b317e9e6354\",\"_type\":\"span\",\"marks\":[]}]},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://hackernoon.com/how-to-use-prometheus-adapter-to-autoscale-custom-metrics-deployments-p1p3tl0\",\"_key\":\"cecfb820f7e6\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Leveraging Kubernetes in this way supports each fleet’s ability to dynamically adapt to the demands placed on it, maintaining optimal performance and reliability. Metrics are collected by \",\"_key\":\"14f8910b7a570\"},{\"text\":\"Prometheus adapters\",\"_key\":\"14f8910b7a571\",\"_type\":\"span\",\"marks\":[\"cecfb820f7e6\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" and assessed in comparison to the targets set within each respective HPA to determine adequate replica count.\",\"_key\":\"14f8910b7a572\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bf0b46c02f30\"},{\"children\":[{\"text\":\"You can see that played out in the following graph. Here, the blue line indicates the number of requests per second captured at ingress, while the red line represents the autoscaled number of replicas associated with a specific application in one particular fleet and regional cluster.\",\"_key\":\"568cd5c3731b0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"ff2cddcad151\",\"markDefs\":[]},{\"alt\":\"a purple background with a graph showing the number of followers\",\"_key\":\"ea8c83fe5e7a\",\"asset\":{\"_ref\":\"image-92ef0f71a1509116a376107aa4c0b4c3628ca17e-2400x1210-png\",\"_type\":\"reference\"},\"_type\":\"richImage\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"One particular challenge with the Braze APIs? Finding effective ways to handle the spikes in traffic. While our infrastructure is sized to be able to handle regular spikes in traffic gracefully, we’ve observed situations where a specific burst in requests could increase our traffic volume by 4 to 6X in a matter of minutes. Because we have access to those RED metrics, we’re able to autoscale as needed, allowing us to handle those situations with grace.\",\"_key\":\"4fbaa5ea8b5d\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b7ebb5024e03\"},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"8dbdfe284971\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Final thoughts\",\"_key\":\"e89a2a7c1924\",\"_type\":\"span\"}]},{\"children\":[{\"marks\":[],\"text\":\"As Braze continues to scale, we believe the decision to migrate to K8s marks a major strategic advancement toward a more responsive, powerful, and efficient infrastructure. By leveraging Kubernetes’ dynamic scaling capabilities and cloud-native toolsets, Braze is able to comfortably handle billions of requests—both in real-time and asynchronously—on a daily basis.\",\"_key\":\"5fed085994400\",\"_type\":\"span\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"b6b0f8c1b49f\",\"markDefs\":[]},{\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/powering-marketing-sophistication-at-a-massive-scale\",\"_key\":\"30c0a6258bba\"}],\"children\":[{\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Interested in learning more about what this infrastructure is able to support? 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Now, eight years later, K8s has become a core part of the Braze platform's software infrastructure, supporting our customers' ability to understand, reach, engage, and build relationships at a massive scale. 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With a flexible but disciplined approach to product development, we’re intentionally crafting a coherent, feature-rich platform that stays true to our ultimate purpose—supporting our users as they strive to be better marketers.\",\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-8978b9a138dc8d73c0bf014aa29e27ba690d79d6-1200x628-png\",\"_type\":\"reference\"}},\"noIndex\":false,\"slug\":{\"current\":\"steering-the-braze-product-roadmap\",\"_type\":\"slug\"},\"noFollow\":false},\"publicationDates\":{\"publishedAt\":\"2024-11-26T16:29:02.349Z\"},\"author\":[{\"lastName\":\"Sukhija\",\"_id\":\"imported-craft-author-918404\",\"firstName\":\"Gurbir\"}],\"categories\":{\"topics\":[{\"name\":[{\"_type\":\"internationalizedArrayStringValue\",\"_key\":\"en-us\",\"value\":\"Building Braze\"},{\"_key\":\"ja\",\"value\":\"Building Braze\",\"_type\":\"internationalizedArrayStringValue\"},{\"_key\":\"ko\",\"value\":\"Building Braze\",\"_type\":\"internationalizedArrayStringValue\"}],\"slug\":{\"current\":\"building-braze\"},\"_id\":\"imported-craft-1522\"}]},\"slug\":\"steering-the-braze-product-roadmap\",\"title\":\"Steering the Braze Product Roadmap\",\"body\":[{\"style\":\"normal\",\"_key\":\"fa337e0fc3e8\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"As one of the senior members of the Product team here at Braze, I hear a lot of questions from prospects, customers, and partners alike about our platform. One of the questions I get asked the most frequently is how Braze—and the Product team specifically—approaches product development. Often, that question comes from potential customers who are looking to better understand:\",\"_key\":\"071d9fe59d830\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"What the future evolution of the Braze product will look like\",\"_key\":\"f22dd6a15eb60\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"fb51cb1832f5\",\"listItem\":\"bullet\"},{\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"How my organization decides what features and functionality gets added to the product\",\"_key\":\"2e8400cc917a0\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"afe057e62bba\"},{\"style\":\"normal\",\"_key\":\"bf4cd3b7cb39\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Whether the requests they make—or plan to make—can be prioritized\",\"_key\":\"3945f69843e40\"}],\"level\":1,\"_type\":\"block\"},{\"_key\":\"8dd3a203c138\",\"markDefs\":[],\"children\":[{\"text\":\"Whether they think about it in these terms or not, what they’re really doing is asking about our product roadmap and how we manage it. So, today I wanted to take a minute to discuss how industry expertise and customer feedback shape the way we build Braze for the future.\",\"_key\":\"8440ef44d64d0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"text\":\"How does Braze approach product development?\",\"_key\":\"b17a082800660\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"5bc41f211825\"},{\"_key\":\"afd7704341c5\",\"markDefs\":[],\"children\":[{\"_key\":\"a3eebfaa07700\",\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, our overall product roadmap is informed by an internal vision that informs how we want our platform to develop and change over the next three to five years. That vision is set by Braze Chief Product Officer Kevin Wang, in consultation with other leaders and key stakeholders, and is informed by our internal technical expertise, industry-specific insights, and market research. We call it our Braze multi-year product vision and what it does is give our Product, Design, and Engineering teams a north star when it comes to the overall direction we want things to travel.\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"b748dd9bb248\",\"markDefs\":[],\"children\":[{\"text\":\"Then, alongside OUR vision, we take into account YOUR feedback. Braze has a framework for gathering, assessing, and prioritizing customer development requests, which allows us to further enhance the product based on real-life use cases, customer needs, and user experience feedback.\",\"_key\":\"b1c9acc71ea70\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"markDefs\":[{\"_key\":\"ffea7d42b733\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-journey-to-agile-software-development\"}],\"children\":[{\"_key\":\"4c72e6bf18d30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Beyond those two core factors, we also make a point of budgeting time to respond to emerging trends that might crop up over the course of a given quarter or year. The Braze Product, Design, and Engineering organization is an \"},{\"_key\":\"4c72e6bf18d31\",\"_type\":\"span\",\"marks\":[\"ffea7d42b733\"],\"text\":\"Agile\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" shop, so it’s important that we give ourselves room to adjust when priorities or areas of focus change unexpectedly.\",\"_key\":\"4c72e6bf18d32\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"a43f47b3a147\"},{\"markDefs\":[],\"children\":[{\"_key\":\"79b16b3390310\",\"_type\":\"span\",\"marks\":[],\"text\":\"This multi-pronged, disciplined approach to product development keeps our team focused on delivering the biggest benefits to the largest number of customers. Plus, it also reduces the risk of diluting the power of our core functionality by adding too many niche customizations.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"f2a1a4b80ddf\"},{\"_key\":\"059d0f122fcd\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Why is a product roadmap so important?\",\"_key\":\"510d786dd33b0\"}],\"_type\":\"block\",\"style\":\"h2\"},{\"style\":\"normal\",\"_key\":\"f895759ade26\",\"markDefs\":[],\"children\":[{\"text\":\"There’s a reason that basically any reputable technology company has a product roadmap: Because it helps everyone in the Product, Design, and Engineering organization focus on the big picture and make it easier for them to evolve their product in ways that are coherent and valuable.\",\"_key\":\"7bc4675b361f0\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"_key\":\"b314c0ba54c5\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"At Braze, our customers, partners, and developers are all key stakeholders in our platform’s future. And because of that, everyone has an opinion—or many opinions—about the best path forward and what our north star should be. It’s great that the Braze platform can inspire such passion and thought from so many different organizations and stakeholders; at the same time, if we tried to follow every idea and opportunity that was placed in front of us, we’d be pulled in a hundred different directions. Instead of implementing a core number of impactful enhancements over a given time period, we’d likely end up creating an incoherent functional footprint and a frustrating UX.\",\"_key\":\"99f06bfc22a80\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"children\":[{\"text\":\"That’s why we need a product roadmap. To align all those stakeholders when it comes to the direction we’re traveling in. To keep the product moving forward, toward bigger and better things. And to ensure that we’re adding meaningful value for our users and their end users. Without that organizing principle, we’d run the risk of just rewarding whatever voices happened to shout the loudest…and that just doesn’t work.\",\"_key\":\"9f640642ec450\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3e9a99299a48\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"220650ccd86d\",\"markDefs\":[],\"children\":[{\"marks\":[\"strong\"],\"text\":\"Reactive product development: A cautionary tale\",\"_key\":\"934b5f22daeb0\",\"_type\":\"span\"}]},{\"markDefs\":[],\"children\":[{\"_key\":\"0546b5d410e70\",\"_type\":\"span\",\"marks\":[],\"text\":\"In a previous life, I worked in exactly that kind of business—that is, at a company where the squeaky wheel always got the grease. We had hundreds of different clients, but around a dozen big-hitters in that group actually called the shots when it came to product development. The result? Instead of steering our own course and strategically developing a coherent product, we responded to their needs reactively, even when it didn’t serve the technology as a whole. After a while, adding niche request after niche request resulted in a Frankenstein’s monster of a product.\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"bae1d848278b\"},{\"_key\":\"78fdd5d402ab\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The outcome mostly satisfied those core customers. But the incoherent jumble of functionality that results left most of our other customers confused and frustrated. We kept a handful of major clients but—because we lost sight of what our product was actually supposed to do—we lost the rest.\",\"_key\":\"c5869f3c95020\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"2cb7c3228806\",\"markDefs\":[],\"children\":[{\"text\":\"That’s not how it works at Braze. Our product roadmap and the process we’ve developed for adjusting and refining it keeps us focused and aligned on the core use case for our platform, so we can be confident that we’re adding more value for more users over time.\",\"_key\":\"d248dcd1e8730\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"text\":\"Understanding the Braze product roadmap management process\",\"_key\":\"cea5dd3d818e0\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\",\"style\":\"h2\",\"_key\":\"e231195c16f1\"},{\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Now that we’ve walked through why it’s so important to have a product roadmap and how we approach our product roadmap here at Braze, the next thing we need to cover is what the process of managing it looks like. The core question there is: How do we incorporate different pieces of feedback and inputs to improve our product?\",\"_key\":\"3eb326c7a3850\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"214b1532d97b\"},{\"markDefs\":[],\"children\":[{\"_key\":\"963c7e7112200\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Combining top-down vision with bottom-up innovation\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"4bf7000a6072\"},{\"style\":\"normal\",\"_key\":\"df7236695bd7\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/how-braze-stays-ahead-of-the-curve-on-ai\",\"_key\":\"406726806e4e\"},{\"href\":\"https://www.braze.com/resources/articles/braze-announces-native-support-for-whatsapp\",\"_key\":\"0a39d2752427\",\"_type\":\"link\"}],\"children\":[{\"_key\":\"0b8be06d8a3e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"When Kevin, our chief product officer, is developing and updating his multi-year product vision, one thing he does is keep a watchful eye on the market and how it’s poised to develop—from marketing trends to tech advances—so that we can assess each potential opportunity and decide whether to incorporate them into our roadmap. In recent years, that led us to build out \"},{\"text\":\"advanced automation capabilities\",\"_key\":\"0b8be06d8a3e1\",\"_type\":\"span\",\"marks\":[\"406726806e4e\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\" well in advance of the current AI boom and to add in-platform support for \",\"_key\":\"0b8be06d8a3e2\"},{\"_key\":\"0b8be06d8a3e3\",\"_type\":\"span\",\"marks\":[\"0a39d2752427\"],\"text\":\"WhatsApp\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" as an engagement channel.\",\"_key\":\"0b8be06d8a3e4\"}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"014a577dc74c\",\"markDefs\":[{\"_key\":\"9724423e5589\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/building-braze-requirejs-deprecation-webpack\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"At the same time, Kevin’s top-down approach is only one part of the equation. We also see significant innovation coming from our very talented teams of developers. They’re at the cutting edge of what customer engagement technology can do, so it’s important that we listen to their eyes and make sure the best ones can make their way into the mix. The results can be significant—like when one of engineers came up with an outside of the box way to more easily \",\"_key\":\"c987fb9538e30\"},{\"marks\":[\"9724423e5589\"],\"text\":\"deprecate RequireJS\",\"_key\":\"c987fb9538e31\",\"_type\":\"span\"},{\"_type\":\"span\",\"marks\":[],\"text\":\" and modernize our front end stack.\",\"_key\":\"c987fb9538e32\"}],\"_type\":\"block\"},{\"children\":[{\"text\":\"Finally, our UX team members are constantly evaluating the dashboard and measuring it against established UX Heuristics. Based on any gaps observed and measured against customer support feedback, there is advocacy for addressing UX pain points.\",\"_key\":\"9d9838dc87d60\",\"_type\":\"span\",\"marks\":[]}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"3d059c56529b\",\"markDefs\":[]},{\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Incorporating customer requests and feedback\",\"_key\":\"99e9804721fe0\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"43c4ea6bb942\",\"markDefs\":[]},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"6f40639bbd3c\",\"markDefs\":[],\"children\":[{\"_key\":\"cbdd2725298b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Customer inputs are the other essential part of the process. And, understandably, it’s this aspect of how we manage our product roadmap that prospective and existing customers tend to be the most interested in. At the core, they tend to be wondering if their feedback can actually influence product development, and whether it’s worth speaking up. To that, I say a resounding YES.\"}]},{\"_key\":\"9de1ebfe561a\",\"markDefs\":[{\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/4-ways-to-use-research-as-an-organizational-bridge\",\"_key\":\"abf1e97a0e29\"}],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Most customer feedback on the Braze platform reaches my organization through our Customer Success and Global Technical Support teams. That can be everything from customization requests (i.e. your big ideas on what new features we should add to Braze) to complaints (i.e. the pain points that you really want us to address). We typically get about 4,000 customer inputs a year and we’ve got around 30 product managers who deal directly with this sort of customer feedback. To help us make sense out of all the data that’s coming our way, we take advantage of \",\"_key\":\"a4c685d950d90\"},{\"text\":\"a platform called ProductBoard\",\"_key\":\"a4c685d950d91\",\"_type\":\"span\",\"marks\":[\"abf1e97a0e29\"]},{\"_type\":\"span\",\"marks\":[],\"text\":\". (What else would you expect from a company that helps its customers listen to understand, and act on data to improve THEIR customers’ experiences?)\",\"_key\":\"a4c685d950d92\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"style\":\"normal\",\"_key\":\"b9ff134a1511\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"ProductBoard helps us spot trends in what our customers are asking for, so it’s easier to tell if a piece of feedback is a one-off request that really only adds value for a specific customer, or symptomatic of something that could have a much bigger impact for a lot of people. As you might expect, if a suggested change has the potential to have a significant impact on a range of customers, that’s a key thing we keep in mind.\",\"_key\":\"b77c23a804df0\"}],\"_type\":\"block\"},{\"_key\":\"d307a54d4e0a\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"How Braze prioritizes updates to our product roadmap\",\"_key\":\"0365d66e70c60\"}],\"_type\":\"block\",\"style\":\"h3\"},{\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"The truth is, even if we had unlimited developers, time, and money, we probably still wouldn’t implement every idea that came our way. Why? Because we know that if we want to keep the Braze platform focused and functional, we need to be very strategic about what features and functionality we do actually add.\",\"_key\":\"cbcad43a6ffa0\"}],\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"0f6d84b7450c\",\"markDefs\":[]},{\"style\":\"h3\",\"_key\":\"2b71bf267ccf\",\"markDefs\":[],\"children\":[{\"text\":\"Prioritizing customer requests\",\"_key\":\"26e6b5e16aa80\",\"_type\":\"span\",\"marks\":[\"strong\"]}],\"_type\":\"block\"},{\"style\":\"normal\",\"_key\":\"4e7ed66df8bf\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Once we’ve triaged all the best ideas for possible changes from our customers and other stakeholders, we need to sit down and prioritize them. As part of that process, we consider a lot of different factors, but three are particularly important:\",\"_key\":\"f342a0cb1ed70\",\"_type\":\"span\"}],\"_type\":\"block\"},{\"markDefs\":[],\"children\":[{\"_key\":\"37ad551c083c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Does this align with our vision for Braze and its core use case?\"}],\"level\":1,\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"cb75bf82f102\",\"listItem\":\"bullet\"},{\"style\":\"normal\",\"_key\":\"3969ed8b0a66\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"marks\":[],\"text\":\"Is the payoff for customers worth the time required?\",\"_key\":\"18e2ae1909ba0\",\"_type\":\"span\"}],\"level\":1,\"_type\":\"block\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"e519c5aee674\",\"listItem\":\"bullet\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"Will this benefit the majority of our users?\",\"_key\":\"7a967971df180\"}],\"level\":1},{\"_key\":\"9079a92971e2\",\"markDefs\":[],\"children\":[{\"_type\":\"span\",\"marks\":[],\"text\":\"If a piece of customer feedback ticks these boxes, we’ll generally start considering it and work to decide whether we should include it in our roadmap and when and how it could be added. It’s important to remember, though, that none of this happens in a vacuum; there will always be complications and potential trade-offs. If you picture our roadmap as a Kanban board filled with a range of cards, each one representing a given project, it quickly becomes clear that if we move one proposed change up, another one will almost certainly need to move down. It’s a balancing act, and one that we put a lot of thought and care into to get right.\",\"_key\":\"176d4af4da820\"}],\"_type\":\"block\",\"style\":\"normal\"},{\"markDefs\":[],\"children\":[{\"_key\":\"4be34873c9d90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Responding to changing priorities\"}],\"_type\":\"block\",\"style\":\"h3\",\"_key\":\"b28492d0b51f\"},{\"_type\":\"block\",\"style\":\"normal\",\"_key\":\"17ece288ba47\",\"markDefs\":[],\"children\":[{\"text\":\"As I mentioned early, here at Braze we take an Agile approach to product development, dedicating about 70% of our time to the sorts of work I’ve just walked though. Broadly speaking, that time is spent working on sprints on particular themes—for example, we recently had a major focus on ease of use and how we could uplevel it for our product. That said, every journey has detours along the way. 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