Agentic Commerce Poised to Accelerate; Marketers Fear Losing Direct Relationships as Nearly Half of Surveyed Consumers Expect to Interact with Brands through AI Agents by the end of 2026

Braze (Nasdaq: BRZE), the leading customer engagement platform that empowers brands to Be Absolutely Engaging™, today released its 2026 Global Customer Engagement Review (CER). As artificial intelligence (AI) transitions from a back-office efficiency tool to a front-line customer interface, brands face an existential challenge: maintaining a meaningful connection in an increasingly automated landscape. These survey results reveal a critical "Trust Gap," exposing a widening expectation divide between what businesses believe AI delivers and what customers actually experience. While 93% of marketing leaders believe AI helps them accurately understand customer needs, only 53% of consumers feel brands are successfully predicting their wants. Additionally, while 60% of these marketers use AI to support personalization across channels, nearly half lack the tools needed to orchestrate coordinated experiences across those channels. This disconnect signals a monumental shift in the competitive landscape, where the brands that prioritize real-time context and human-centric value will be best positioned to outpace the status quo.

“As AI reshapes the landscape of customer engagement, the rise of agentic commerce can feel like a moment where marketers’ direct customer relationships are slipping away. But this shift likely represents the most significant opportunity for marketers in a generation,” said Astha Malik, Chief Business Officer at Braze. “To succeed in this new frontier, we must stop viewing AI as a standalone tool and start approaching it as a complete ecosystem where predictive analytics, reinforcement learning, and agents work together to deliver experiences that resonate. In times of disruption, the competitive advantage belongs to those who use new technology to connect more deeply with consumers. By centering the human need for value, convenience, and connection while taking a composable approach to data and intelligence, marketers can build loyalty and lay a sustainable foundation for engagement—no matter what the future holds.”

The Rise of AI Agents

A fundamental shift is occurring in how people interact with businesses. The report predicts a near-term future of "bot-to-bot" engagement, where consumers increasingly rely on personal AI agents and large language models (LLMs) to manage their digital lives.

• Doubling Adoption: While only 19% of consumers currently use AI agents for brand interactions, that number is expected to jump to 46% by the end of 2026.
• Generational Leadership: Gen Z is leading this transition into an agent-led world; 64% already feel brands are maintaining a human touch with AI, compared to 46% of consumers overall.
• Strategic Intent: Marketers will need to adapt to this new frontier, with 35% of consumers citing the opportunity to negotiate better deals and discounts as a reason to embrace AI agents.

What this looks like for industries

• Retail: AI-powered fit experts and personalized styling agents, as well as order and delivery management agents
• Financial Services: Personalized finance agents and trading agents that execute trades based on real-time market signals
• Healthcare: Frictionless replenishment agents that handle complex natural language requests to reorder supplies.

The Data Standoff and Consumer Skepticism

The consumer survey findings reveal deep-seated skepticism toward brands’ current AI practices, highlighting the high stakes for data handling:

• The Trust Barrier: 27% of consumers currently refuse to share any data with AI agents, even when promised a superior or more personalized experience. However, the 2026 CER shows that top-performing Braze customers are 30% more likely to use AI to anticipate purchase intent, allowing them to capture demand in real time.
• Privacy Deal-breakers: Data misuse remains the primary threat to customer retention. 43% of consumers state they would stop engaging with a brand entirely if their personal data were misused.

What Brands Can Do Moving Forward

While the trust gap presents real challenges, the 2026 Customer Engagement Review shows that the financial rewards for brands that prioritize human-centric context are significant. Top-performing brands have moved beyond using AI for simple automation, instead leveraging it to create meaningful exchanges that resonate with consumers. When companies use data to accurately predict and meet customer needs, the result is more than just a transaction; consumers are 30% more likely to stay loyal and 26% more likely to recommend the brand. To succeed today, brands must earn the trust of consumers by proving they understand their unique wants and needs, offering personalized experiences and products that genuinely resonate, rather than adding to the digital noise.

To uncover more insights, download the full 2026 Global Customer Engagement Review report here.

Report Methodology

The report methodology for the 2026 Braze CER consists of two primary survey components conducted to provide a comprehensive look at the industry's landscape:

• Marketing Executive Survey: Braze commissioned a survey of 2,200 marketing executives (VP-level or higher) between November 18, 2025, and December 1, 2025, from B2C companies with a minimum annual revenue of $10 million. These respondents represented 15 global markets across three regions: The Americas, EMEA, and APAC.
• Consumer Survey: Braze commissioned a survey of 4,000 consumers based in the USA and UK between November 21, 2025 and December 2, 2025, to compare brand perceptions with actual customer experiences.

The 2026 CER also includes anonymized and aggregated behavioral data from 779 Braze customers across its Americas, APAC, and EU clusters to analyze app activity, message engagement, and purchasing trends by industry. These statistics span January 1, 2025, to December 31, 2025 and include data from 6 billion user profiles and 24 sub-industries.

About Braze

Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to AI-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. The company has repeatedly been recognized as a Leader in marketing technology by industry analysts, and was voted a G2 “Best of Marketing and Digital Advertising Software Product” in 2025. Braze was also named a 2025 Best Companies To Work For by U.S. News & World Report, a 2025 America’s Greatest Companies by Newsweek, and a 2025 Fortune Best Workplace in Technology™ by Great Place To Work®. The company is headquartered in New York with 15 offices across the Americas, EMEA, and APAC. Learn more at braze.com.

Braze Data

All Braze data included in this press release or the 2026 CER is approximate and is based on various assumptions. This data is tracked with internal systems and tools that are not independently verified by any third party, and is accordingly subject to adjustment. The methodology underlying the Braze data included in the 2026 CER may vary from prior years and prior year results may not be directly comparable to current results.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260224711754/en/