BrazeAI: The marketer's guide to choosing the right tools for every AI maturity level

The AI landscape evolves daily, with new products launching at a dizzying pace. For marketers, finding time to evaluate and integrate these tools into workflows can feel overwhelming. But there's good news: if you're a Braze user, you can access AI products designed for every stage of AI adoption.

In my four years of working with clients on Braze, one of the many things I’ve loved about the platform is how their products keep evolving to meet marketers’ needs. Their BrazeAI products are no exception.

As we anticipate the general availability of BrazeAI Agent Console™ and BrazeAI Operator™, which were recently announced at Braze Forge 2025, now is a good moment to evaluate the available BrazeAI products and how to incorporate them into your marketing workflows.

Whether you're just starting your AI journey or ready to implement advanced personalization at scale, this guide will help you identify the right products for your current AI maturity level, evaluate the risk involved and chart your path forward.

What is AI maturity?

AI maturity measures how deeply artificial intelligence is integrated into your decision-making processes. Organizations at low maturity use AI as an assistive tool for basic tasks, while those at high maturity leverage AI for autonomous actions. Your maturity level determines which AI capabilities will deliver the most value with manageable risk.

Low AI maturity: Consulting a virtual co-worker

Using AI for basic tasks and idea generation, as if you were consulting a virtual co-worker, is a common way to start an AI adoption journey. AI can summarize documentation, create images or help you navigate a technical skill that you don't have time to learn, like writing SQL or Liquid.

If that sounds like you, Braze generative AI products are the way to go. Start playing around with AI Copywriting Assistant, AI Image Generator, AI Content QA and more.

Pro tip: Create brand guidelines to shape the tone of your copy and uphold styling. After all, your brand is unique and shouldn't sound like anyone else!

AI risk level: Non-existent. If BrazeAI makes a decision (e.g., bad copy) that you don't agree with, you can just toss it out. The world will never know.

Medium AI maturity: Trading tedious tasks for strategic wins

At this level of AI maturity, you're looking to automate routine decisions that are simple and straightforward (but still take up valuable time). Braze already has dynamic analytics tools for making these data-driven decisions, such as the channel performance dashboard, but with AI, you can automate even more.

Explore Braze's Intelligence Suite to:

• Let Intelligent Timing determine send time.
• Let the Intelligent Channel filter decide which users in your canvas should get a push notification and which should get an email.
• Take your A/B tests to the next level with Intelligent Selection and let Braze automatically send more messages from the winning variant to your users.

This maturity level is also when you might start letting AI make segmentation decisions. Let BrazeAI do the work with Predictive Churn and Predictive Events.

With AI handling this kind of decision-making, you can focus on more strategic, high-impact decisions.

Pro tip: If you need help determining which customer journey events are memorable and worth using for Predictive Events segmentation, reach out to our loyalty team.

AI risk level: Low. At this point, you are comparing the results of AI's decisions against your own and seeing which ones perform better. The worst-case scenario is that AI sends a message that goes unnoticed, which would require you to go back to the drawing board and troubleshoot.

High AI maturity: True one-to-one personalization at scale

At a level of high AI maturity, you're moving into custom territory. You use AI to move faster and to give your users more personalized results. You advance from seeing what AI is capable of to having AI detect and think for you. That requires giving AI access to your company's proprietary data, but Braze has powerful tools to assist you:

• Item recommendations: Set up a Braze catalog and then let BrazeAI start recommending products to your users based on their past purchase history.
• BrazeAI Decisioning Studio™ (formerly OfferFit): Let BrazeAI make one-to-one decisions at scale. Just set your goals, and Decisioning Studio decides the rest (frequency, send time, channel, incentive, creative).

Pro tip: Establish clear governance frameworks before deploying high-maturity AI solutions. Define approval workflows, set performance thresholds and create rollback procedures to ensure you can quickly respond if results don't meet expectations.

AI risk level: Medium. The worst thing that can happen is you send a message that users see but doesn't hit the mark. To mitigate this, it's important to have a robust QA process and set up guardrails.

Your next steps

The key to successful AI adoption isn't jumping to the most advanced tools immediately. It's about meeting your organization where it is and building capabilities progressively. The most important thing is to just get started. There's more risk in continuing to use slow processes that lead to slow learning and missing the mark with what your customers want.

Ready to accelerate your AI journey? TELUS Digital can get you up and running in as little as six weeks. We can't wait to hear about the AI projects that you have in mind.