What do you dislike about Braze?
What I dislike most about Braze is that some of its biggest strengths—flexibility and customization—can also make the platform more complex than it needs to be.
From a UI/UX perspective, there are areas where workflows could be more intuitive and consistent. As you get into more advanced Canvas builds, segmentation, Liquid personalization, and troubleshooting, it can sometimes take several steps to understand exactly why something is or isn’t working. Better debugging and visibility into data and personalization logic would be especially valuable.
Integrations are powerful, but they can require significant upfront planning around data structure, event taxonomy, attributes, and APIs. Once everything is configured correctly the platform is very flexible, but getting there can require close coordination between marketing, data, and technical teams.
Performance is generally strong, but reporting and analysis could be more robust and flexible. For more detailed analysis, we sometimes need to take data outside of the platform rather than being able to answer every question directly within Braze.
Pricing can also become a consideration at scale. Braze provides a lot of value, but organizations need to make sure they are taking advantage of the platform's more advanced capabilities—personalization, automation, experimentation, and cross-channel orchestration—to maximize the ROI rather than using it primarily as a campaign deployment tool.
Support and onboarding are helpful, although there can be a learning curve for advanced functionality. Documentation is extensive, but more complex use cases can require digging through documentation or working with support to determine the best approach. More advanced, real-world implementation examples would make that process easier.
Finally, while Braze is investing heavily in AI and intelligence capabilities, some of the AI functionality still feels like an evolving part of the platform. I would like to see AI become more deeply embedded into everyday workflows—not just content creation, but also audience discovery, journey optimization, performance analysis, troubleshooting, and recommendations for improving campaigns.
Overall, most of my frustrations come from wanting Braze to make its advanced capabilities easier to use, troubleshoot, and measure. The platform is extremely powerful, but there is still an opportunity to make that power more accessible. Review collected by and hosted on G2.com.
Recommendations to others considering Braze:
To enhance the user experience and streamline the platform's capabilities, Braze could consider the following recommendations:
1. **Simplify UI/UX**: Enhance the intuitiveness and consistency of workflows, especially for advanced features like Canvas builds and Liquid personalization.
2. **Improve Debugging Tools**: Provide better visibility into data and personalization logic to facilitate troubleshooting.
3. **Strengthen Reporting and Analysis**: Develop more robust and flexible reporting tools to allow for detailed analysis directly within the platform.
4. **Optimize Integrations**: Simplify the integration process by providing clearer guidelines and examples for data structure, event taxonomy, and API usage.
5. **Enhance AI Capabilities**: Deepen the integration of AI into everyday workflows, focusing on areas like audience discovery, journey optimization, and performance analysis.
6. **Expand Documentation and Examples**: Offer more advanced, real-world implementation examples to assist users in navigating complex use cases.
7. **Review Pricing Strategy**: Ensure pricing aligns with the value provided, especially for organizations leveraging advanced features.
By addressing these areas, Braze can further empower marketers to harness the full potential of the platform, making it more accessible and effective for a wide range of use cases. Review collected by and hosted on G2.com.
What problems is Braze solving and how is that benefiting you?
Braze is helping us solve the challenge of delivering relevant, personalized communications to a very large and diverse customer base. Instead of relying on broad, one-size-fits-all campaigns, we can use customer attributes, behaviors, preferences, and real-time events to determine who receives a message, what content they see, and when they receive it.
One of the biggest benefits is the ability to bring data, decisioning, personalization, and execution together in one platform. Using Canvas, Liquid, catalogs, custom attributes, events, and APIs, we can build sophisticated customer journeys and dynamically personalize content without having to create a separate campaign for every audience or use case.
Braze also helps us automate communications that previously would have required more manual work. We can create always-on journeys triggered by customer behavior, manage messaging across email and push, and continuously test and optimize experiences. This allows our team to spend more time on strategy and experimentation rather than repetitive campaign execution.
From a business perspective, better targeting and personalization help us make our communications more relevant, improve engagement, and ultimately drive incremental revenue. It also gives us the ability to test ideas quickly, measure results, and scale successful approaches across a large customer base.
Overall, Braze is helping us move from traditional campaign-based CRM toward more automated, data-driven customer journey orchestration. The biggest benefit is being able to move faster and deliver more personalized experiences at scale while giving the marketing team greater control over execution. Review collected by and hosted on G2.com.
