Braze announced several new product innovations at its annual customer conference, Forge 2024. The company introduced Project Catalyst, an AI-powered agent designed to help marketers create personalized customer experiences.

Project Catalyst provides marketers high-level guidelines for journeys, content, items, incentives, and a target audience and goal. The agent then generates hundreds of variants for each experience component, including subject lines, message tone, offers, channel mix, and timing. It combines these components to create unique experiences for individual consumers. The solution's beta launch is planned for 1H FY26.

Braze claims that Project Catalyst will benefit marketers by leveraging the company's integrated tech stack, combining rich data integrations, real-time stream processing, and cross-channel architecture.

The company also introduced other AI-powered features, including BrazeAI Liquid Assistant and Message Template Assistant, enhancements to its Data Platform, and new channel support for LINE and RCS Business Messaging.