On April 23, 2026, Braze (Nasdaq: BRZE), the leading customer engagement platform, unveiled two pivotal research studies during its City x City London event. These studies, conducted by Forrester Consulting and Cowry, shed light on the evolving landscape of customer engagement amid the rapid adoption of artificial intelligence (AI).

The findings reveal a critical disconnect: while AI adoption is nearly universal across industries, many organizations are struggling to translate this investment into tangible business outcomes. This gap highlights the ongoing challenge for marketing leaders to transition from mere experimentation with AI to effective execution that drives meaningful engagement.

2. AI Adoption: High But Impact Lags

The Forrester Total Economic Impact™ study indicates that organizations leveraging the Braze platform have achieved a staggering 457% return on investment over three years, with a net present value of $23.5 million and a payback period of less than six months. This research focused on the combined impact of the Braze platform and the BrazeAI Decisioning Studio™, assessing a composite organization that reflects insights from interviewed customers.

Despite these impressive figures, broader industry data presents a stark contrast. While most brands are investing heavily in AI, only a minority are seeing measurable returns, underscoring the need for effective strategies that bridge the investment-impact gap.

3. The New Paradigm of Customer Engagement

The Challenge of Overload

According to the joint report with Cowry, consumers are bombarded with as many as 10,000 commercial messages daily, creating an environment where sheer volume fails to ensure engagement. In this context, success hinges on relevance, timing, and the ability to respond to real-time customer signals.

The research advocates for a shift from static marketing campaigns to dynamic systems capable of interpreting data, making informed decisions, and delivering adaptive experiences.

A New Operating Model

Astha Malik, Chief Business Officer of Braze, emphasized the evolving role of marketing technology: “While AI-generated content is potentially infinite, customer attention is finite and loyalty is fragile. Every piece of 'AI slop' that reaches a customer simply trains them to tune out.” Malik pointed out a widening gap between brands that utilize AI merely to increase output and those that focus on driving impactful outcomes like conversion and revenue.

4. Key Differentiators for High-Performing Brands

The studies identify several common traits among organizations that successfully drive results:

Real-time Data Activation: High-performing brands leverage first-party data without delay, ensuring their engagement strategies are relevant.

Embedded Decisioning: AI is integrated within live customer journeys, rather than treated as a separate element.

Operational Simplicity: Reducing fragmentation in tools enables marketing teams to work more efficiently and execute consistently.

Continuous Optimization: Campaigns are treated as evolving systems that learn and improve over time.

These attributes are increasingly vital as marketing teams grapple with the pressure to deliver more while demonstrating ROI.

5. Turning Insights into Actionable Strategies

The research offers a roadmap for brands aiming to enhance customer engagement:

Transition from batch campaigns to real-time, signal-based engagement.

Emphasize decisioning and orchestration over content creation.

Consolidate tools to streamline operations and enhance speed to market.

Concentrate on measurable outcomes, including conversion, retention, and revenue impact.

Organizations aligning their technology and processes with these strategies will be better equipped to deliver resonant and scalable experiences.

6. A Timely Release Amid Industry Reassessment

The timing of these reports is particularly pertinent as brands reevaluate their AI strategies and customer engagement approaches. With City x City London serving as a platform for industry leaders, the findings provide both a benchmark and a guide for organizations striving to close the gap between AI investment and real-world impact.

As Braze continues to lead the charge in redefining customer engagement, the insights from these studies stand as a critical resource for businesses navigating the complexities of the digital landscape.

Original press release