AWS Partner Network (APN) Blog
The Future of Hyper-Personalization Powered by Braze and AWS Generative AI
By Alex Rees, Director Strategic Partner Solutions – Braze
By Ghandi Nader, Sr. Partner Solutions Architect, Customer Experience – AWS
By Umesh Kalaspurkar, Principal Solutions Architect – AWS
By Hari Radhakrishnan, Sr. Partner Solutions Architect, Martech – AWS
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| Braze |
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A revealing statistic shows that nearly half of the consumers changed brands due to poor customer experience. This reality has prompted businesses to seek advanced ways to hyper-personalize their content and enhance their customer experience. To address this need, brands are looking for a data-driven customer engagement solution that uses advanced artificial intelligence (AI) and machine learning (ML) technologies to deliver personalized experiences. These capabilities help you to engage with your customers in real-time and build lasting relationships that drive business growth.
Braze empowers brands to build lasting connections through meaningful customer experiences. Serving over 2,200 global brands and reaching 7.2 billion monthly active users, Braze facilitated over 3.9 trillion messages and Canvas actions in 2024. The unified platform integrates data from multiple sources to orchestrate real-time, cross-channel customer engagement. Through AI-powered experimentation, journey orchestration, and optimization capabilities, brands can develop strong customer relationships that drive growth and foster loyalty.
This post shows how Braze, a leading customer engagement platform, uses AWS generative AI services to help their customers create authentic connections with audiences through real-time hyper-personalization, driving higher revenue and increasing retention rates.
Solution Overview
Braze and Amazon Bedrock help you generate personalized content, from marketing messages to product descriptions and images customized for each recipient. This integrated solution helps to build meaningful customer connections through AI-driven personalization with the following use cases.
Effective abandoned cart campaigns: Braze Predictive Events identify users likely to abandon purchases. Utilizing context about the users’ engagement, provided through Braze Currents real-time data stream, Amazon Bedrock creates personalized content to drive purchase completion, including tailored message and product descriptions.
Automated, personalized promotions: Braze AI Copywriting Assistant helps you create on-brand promotional content for specific user segments. Further tailor this message to the user by utilizing Braze Connected Content to seamlessly integrate API-accessible content into your customer messages.
Re-engagement campaigns with AI-tailored recommendations: Amazon Personalize identifies which of your inactive customers are most likely to respond to re-engagement campaigns. Braze Intelligent Timing and Intelligent Channel then automatically deliver messages at optimal times through the most effective channels. Personalization is further enhanced with Braze AI Item Recommendations and Amazon Bedrock-generated incentives.
Amazon Bedrock creates custom content using advanced foundation models (FMs) from leading AI companies. It analyzes individual user data and behaviors to deliver personalized experiences. This goes beyond basic personalization by creating truly individualized content, from product descriptions based on past purchases to messages aligned with user preferences. The personalization extends across all communication channels, including email, push notifications, SMS, and in-app messages. Content seamlessly connects to Braze campaigns through Connected Content, Braze Cloud Data Ingestion, and messaging APIs. Amazon Bedrock Guardrails help brands filter content by category, maintain brand safety standards, and ensure compliance requirements. Brands can enhance personalization using first-party and zero-party data from Braze while maintaining their unique brand voice and values.
Figure 1 architecture shows how Braze combines collected customer data with AWS AI services to create highly personalized customer experiences at scale.
Figure 1. Hyper-Personalization at Scale Powered by Braze and AWS Generative AI
- Data Ingestion: You can send data to Braze from multiple sources, such as web applications, mobile apps, and SaaS platforms, using Software Development Kits (SDKs) and Application Programming Interfaces (APIs). With Braze Cloud Data Ingest, you can directly import data from Amazon S3 and Amazon Redshift.
- Classification: Braze dynamically creates and updates user profiles, segments, and catalogs based on your platform data.
- Orchestration: Braze Canvas provides a unified interface where you can design multi-step marketing campaigns. This visual tool allows you to create cohesive user journeys by connecting multiple messaging steps.
- Personalization: Braze Intelligence Suite uses AI to deliver dynamic content through optimal channels at the right time, automating decision-making for improved customer engagement.
- Message Delivery: Send cross-channel messages through various channels, including Short Message Service (SMS), push notifications, and email.
- Data Streaming: Braze Currents streams engagement data to Amazon S3, enabling AI-driven segmentation and recommendations through Amazon Personalize or custom Amazon SageMaker models.
- Segmentation: Create targeted user groups based on demographics, behavior or technical characteristics. These segments and recommendations are stored in Amazon S3 and allow you to configure AWS Lambda to run batch inference using Amazon Bedrock.
- AI Content Generation: Amazon Bedrock creates personalized content using custom prompts and stores it in Amazon S3.
- Content Delivery: The system moves AI-generated content from Amazon S3 into Amazon DynamoDB for low-latency performance, serverless scalability and ability to handle High-concurrency read/write operations. Braze Connected Content then retrieves this personalized content through Amazon API Gateway to insert it dynamically into user messages.
Conclusion
The integration of Braze and AWS AI services enhances customer engagement through data-driven personalization and automated content generation. By combining Braze’s robust customer engagement data points with AWS’s AI capabilities, businesses can now deliver truly personalized experiences at scale, transforming how brands connect with their customers. This solution helps you create dynamic, individualized interactions that can drive engagement, foster loyalty, and boost revenue growth. As the digital landscape continues to evolve, companies that embrace this innovative approach for hyper-personalization are well-positioned to thrive in an increasingly competitive market.
To implement this personalization solution, review our technical documentation and sample code. For detailed use cases and implementation support, reach out to your Braze or AWS account team.
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Braze – AWS Partner Spotlight
Braze is a leading customer engagement platform that powers lasting connections between consumers and brands they love. Braze allows any marketer to collect and take action on any amount of data from any source, so they can creatively engage with customers in real time, across channels from one platform. From cross-channel messaging and journey orchestration to Al-powered experimentation and optimization, Braze enables companies to build and maintain absolutely engaging relationships with their customers that foster growth and loyalty.