Braze (NASDAQ: BRZE) released two research studies showing organizations using its platform achieved a 457% return on investment over three years, according to a Forrester Consulting study. The research found a net present value of $23.5 million with payback in less than six months for companies using Braze's platform and BrazeAI Decisioning Studio.

The studies, conducted by Forrester Consulting and Cowry, examined how brands approach customer engagement amid widespread AI adoption. While most organizations have invested in AI technology, the research indicates only a small percentage are achieving measurable business returns from these investments.

A separate report with Cowry found consumers now encounter up to 10,000 commercial messages daily, creating challenges for brands seeking customer attention. The research suggests effectiveness depends on relevance, timing and real-time response to customer signals rather than message volume.

"While AI-generated content is potentially infinite, customer attention is finite and loyalty is fragile," said Astha Malik, Chief Business Officer of Braze. "The research we're releasing today highlights a widening gap between brands using AI just to increase output and those focused on driving outcomes like conversion, retention, and revenue."

The studies identified characteristics of high-performing brands, including real-time data activation, embedded AI decisioning within customer journeys, operational simplicity across tools, and continuous campaign optimization. These capabilities allow teams to move from batch campaigns to real-time, signal-based engagement.

Braze released the research at its City x City London event. The company provides a customer engagement platform that combines messaging, journey orchestration and AI-powered decisioning tools. The Forrester study examined a composite organization representative of interviewed Braze customers.