I like the flexibility we get from using Liquid snippets for dynamic content. There are plenty of ways to bring in personalization, and segmentation is strong since we can use Segments and segment filters to further define audiences (we use a lot of segment filters). Email marketing has become quite advanced with the new Braze operator, and I use it to generate emails, cross check emails against a checklist, and QA them. Braze also does a good job tracking and enabling campaigns across our primary channels (Emails, Pushes, and Webhooks), and the personalization feels consistently timely and relevant. We are still exploring the depths of its capabilities, and we use it a lot in our Canvases and Shopping Cart Abandonment modules, plus intelligent sending/targetting. Review collected by and hosted on G2.com.

The main frustration is the learning curve if you are using Liquid. If someone new just joined the team, you need to give them time to learn how to integrate Liquid into the code. Review collected by and hosted on G2.com.

Very intuitive to use. Enjoy the user experience and can be used by everyone in all roles to create journeys. Review collected by and hosted on G2.com.

That you have to manually switch between steps, when QA-ing you want to be able to switch quickly but is still a very slow manual process. Review collected by and hosted on G2.com.

Braze has always been on my radar, due to its legendary status among CRM platforms - but it has always seemed out of reach because of the price tag associated with the product. This changed in the last 2 months, when I have done a comparative analysis of more than 10 providers, and found the price to feature ratio to be the most balanced on Braze.

PROS:

- Passionate account executives, providing a full overview of the product

- Dedicated onboarding subsidiary called Massive Rocket, with the singular scope of making the process as smooth as possible

- Feature rich, mobile-first platform, with unparallelled diversity and customisation options in campaign and journey setup Review collected by and hosted on G2.com.

As I mentioned before, the pricing had been the main reason why I haven't had the chance of using Braze in my Marketing career so far. While it's definitely competitive when measured against equal calibre products, it can still be a little bit intimidating, especially for companies that are looking to commit to a platform for years to come.

CONS:

- In-app and content card channels priced separately

- Separate one-off onboarding fee

- A handful of learning materials locked behind a paywall Review collected by and hosted on G2.com.

I really value Braze’s data import and export capabilities for keeping customer profiles, events, preferences, and campaign data synchronized across systems. The integration APIs help establish reliable connections with internal platforms, data warehouses, websites, apps, and third-party tools. Workflow capabilities make it possible to turn that data into automated, scalable customer journeys with the right triggers, conditions, and actions. Personalization has felt timely and relevant consistently, and it mostly helped coordinate customer engagement across channels. Review collected by and hosted on G2.com.

User, Role, and Access Management can feel complex to configure, especially in larger organizations with multiple teams, workspaces, and different permission levels, and it can take a lot of governance to avoid overcomplicating the setup.

Tool performance and reliability are generally strong, but occasional delays in data processing, event propagation, reporting, or campaign execution are frustrating for time-sensitive use cases or real-time troubleshooting.

Lead generation is less developed than dedicated CRM or marketing automation platforms, and often requires external tools or integrations. AI-powered decisioning and optimization has not improved which message or experience customers receive. Review collected by and hosted on G2.com.

Valoro que en Braze la personalización, la segmentación de clientes y la integración mediante API sean pilares esenciales para ejecutar estrategias de customer engagement en tiempo real. Me gusta ese ecosistema cíclico y coordinado: la API suministra datos de forma inmediata, la segmentación selecciona y depura las audiencias más adecuadas, y la personalización permite ofrecer interacciones relevantes y ajustadas a cada persona. En general, la personalización suele sentirse oportuna y relevante. Review collected by and hosted on G2.com.

La IA generativa (como el asistente de copies integrado basado en GPT-4) puede tener alucinaciones y falta de “sentido común” en los copies. Puede carecer de contexto humano, empatía real o sensibilidad cultural y, si se usa un prompt descuidado o se automatiza el envío sin supervisión humana, puede inventar promociones y ofrecerlas a los clientes. Además, la coordinación del customer engagement entre canales fue solo parcial y la optimización/decisioning con IA aportó poca mejora. Review collected by and hosted on G2.com.

Braze spent the last year really expanding their AI toolset. The big ones include Decisioning Studio (basically AI instead of manual A/B testing), an Agent Console for building custom AI agents right in Canvas, and a Content Optimizer that auto-generates message variants per person. They also added new channels (RCS, WhatsApp Commerce, Banners), zero-copy warehouse data triggers, and automated email IP warming. Lots of it looks promising, but most of the AI features are still in beta and pretty enterprise-focused. Review collected by and hosted on G2.com.

While Braze is a powerful platform, there are a few areas where it could improve. The biggest gap is reporting. There's solid high-level engagement data, but no holistic way to see the cumulative impact of my lifecycle programs, so I still rely on manual analysis to understand each campaign's incremental effect. Beyond that, the pricing model (metered by data points and MAUs) gets expensive. The platform also carries a steep learning curve and heavy QA burden thanks to its reliance on Liquid. Review collected by and hosted on G2.com.

Braze excels at managing marketing and service communications across various platforms, including in-app messages, push notifications, SMS, emails, and web messages. Review collected by and hosted on G2.com.

The reporting and dashboard capabilities within the Braze platform are currently quite limited and challenging to customize. Review collected by and hosted on G2.com.

I love the level of customization that Braze allows. We use Braze to manage all our marketing campaigns, from email to push, in one place, which prevents having separate channels. I also greatly value the use of Canvas, the Liquid language for personalizing emails, and the integrated A/B tests. Review collected by and hosted on G2.com.

What I find a bit complicated is the learning curve of Braze. It would be great if they included predefined templates, improved the initial tutorials, or even created a basic mode to help new users get familiar more easily. Review collected by and hosted on G2.com.

I like how well the core channels like email and push sync up, especially when using Canvas to map out the customer journey. It feels really natural to trigger a push notification based on how someone interacts with an email. The real-time data is super helpful since Braze connects directly to our live user behavior, so we can trigger campaigns the exact moment someone takes an action. I also had a great experience with the BrazeAI Operator when building a highly personalized email. It helped generate the liquid code and, more importantly, guided me through QA test previews to make sure dynamic tags were rendering correctly across different user profiles. It was transparent and proactively asked for permission before navigating between the builder and preview sections, which gave me confidence. Review collected by and hosted on G2.com.

The only time it feels a bit disconnected is when you’re trying to tie in highly custom external channels using webhooks. Review collected by and hosted on G2.com.

Braze continues to outpace the market by shifting from simple automation to true AI-native orchestration. In 2026, the standout feature is definitely the BrazeAI™ Decisioning Studio. Unlike old-school A/B testing, it uses reinforcement learning to autonomously decide the best channel, timing, and offer for each user in real-time.

I’m also incredibly impressed with the BrazeAI™ Liquid Assistant. It has turned complex Liquid coding into a conversational task, allowing our team to build hyper-personalized logic (like dynamic product catalogs) in minutes rather than hours. The addition of AI Agents for content QA and localization has also streamlined our global operations, ensuring brand consistency across 10+ languages without manual bottlenecks. Review collected by and hosted on G2.com.

As we lean more into Agentic workflows and AI-driven orchestration, the credit-based consumption or 'AI-utility' pricing can become unpredictable. It would be helpful to have better forecasting tools within the dashboard to see exactly how autonomous decisioning will impact our budget before a campaign goes live. Review collected by and hosted on G2.com.