Braze Innovation & Technology Culture

Braze’s approach to innovation is rooted in continuous experimentation and a strong culture of knowledge sharing, where teams are encouraged to explore emerging technologies and apply them in meaningful ways. By creating space for hands-on learning, collaboration and rapid iteration, the company ensures it stays at the forefront of technological advancement while empowering employees to grow alongside it.

“The teams are encouraged to experiment with new technologies during quarterly hackathons. This allows them to explore and learn new approaches, and at the same time contribute to Braze’s products and goals. An example of an innovative project from the last hackathon is an observability pipeline from our Kubernetes-based job runner through Datadog to a custom visualization tool in Streamlit that shows overprovisioned ML pipeline jobs and allows us to more accurately right-size our infrastructure.

Our product and engineering team is actively experimenting with applying agentic coding techniques in their daily work. This is a fast moving field, with technologies such as Model Context Protocols, Retrieval-Augmented Generation and agent skills that are developing quickly. We have a biweekly AI lunch-and-learn where we share experiences and best practices: e.g., multi-agent workflows, different types of RAGs, and experiences with applying the latest models (via Cursor and Command-Line Interface) to our codebase.

Finally, it’s helpful to simply experiment with agentic tools hands-on, both in personal “toy projects” and applied to our core products. We have a very active Slack channel (#vibe-coding) where engineers learn from each other and share experiences and resources.”

Braze’s approach to innovation is both customer-focused and internally driven, combining cutting-edge technology with a culture that encourages experimentation. By investing in AI across its platform and empowering employees to explore new tools and ideas, the company creates an environment where innovation is continuous and accessible to everyone.

“Braze not only invests heavily in AI within our own product to empower our customers but also fosters a strong internal culture of innovation. We are actively encouraged to leverage AI for both productivity and creative experimentation.”

Braze’s ability to stay ahead while scaling rapidly is rooted in a disciplined yet dynamic approach to innovation, where experimentation and productization work hand in hand. By continuously translating real-world client challenges into scalable solutions, teams create a feedback loop that strengthens both speed and long-term capability.

“For our high-growth decisioning services team, which is focused on BrazeAI Decisioning Studio™, staying ahead is a ‘push-pull’ dynamic. Our AI deployment team is key to our efforts, deploying tailored contextual bandits that navigate real-world noise and latency. We act as the ‘exploration’ engine, identifying emerging needs, like constrained optimization or multi-action selection.

We scale fast by turning these ‘bespoke’ client wins into productized building blocks. Our product team acts as the ‘exploitation’ engine, abstracting the deployment team’s custom logic into modular components.

Now more than ever, the competitive edge isn’t just a better model; it’s the speed at which a client-specific innovation becomes a core capability. This loop ensures we aren’t chasing trends; we are building a self-reinforcing system where every unique deployment hardens our core platform.”