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Salesforce Is Paying A 58% Premium For Braze — What Does It See That Wall Street Doesn’t?

Salesforce is making another major acquisition, and this time, the target is customer engagement. The Salesforce Braze Acquisition is valued at approximately $5.66 billion in enterprise value, strengthening its position in AI-powered marketing. The enterprise software giant has agreed to acquire Braze. Under the agreement, Braze shareholders will receive $47.50 per share in cash. That represents a 58% premium to Braze’s October 19 closing price of $30.04. But the interesting part isn’t simply the price. Salesforce already operates a large marketing software business. Braze brings something more specific: the ability to respond to customer behavior instantly and personalize communication across digital channels. The acquisition also comes as Salesforce expands its Agentforce AI platform and works to accelerate organic growth. Management believes AI agents will increasingly make decisions and execute business tasks. So why spend nearly $5.