Earlier this month, the ActionRocket team attended Braze City x City London to hear what’s next for customer engagement, lifecycle marketing, and AI within the Braze ecosystem.

And if there was one theme impossible to ignore, it was AI. From their new Agent Console and Operator platforms to Creative Studio integrations with Canva and Figma, nearly every keynote, product demo, and panel discussion centered around automation, scaling production, and AI-powered decision-making.

As a Braze partner, it’s exciting to see the platform continuing to evolve. There’s real potential in many of these updates, especially around behavioural triggers, dynamic content, journey orchestration, and smarter personalisation.

After speaking with brands, CRM teams, and fellow partners throughout the event, one thing became very clear: People are excited about AI, but they’re also overwhelmed by it.

The real conversations brands are having about AI

Across talks, braindates, and side conversations, a recurring theme emerged: many teams are struggling to move from AI hype to practical application.

Some brands are still figuring out internal governance. Others are unsure how these tools can fit into existing workflows. Many are asking the same questions:

• How do we maintain brand consistency?
• How do we avoid generic customer experiences?
• What still needs human input?
• Where does creativity fit into scaled production?
  

What this means for brands right now

For brands already using Braze, or considering migration, the opportunity is not necessarily to adopt every new AI feature immediately. It’s to ask smarter questions about readiness:

• Where could AI genuinely improve workflow efficiency?
• Where should human creativity stay front and centre?
• How do we maintain quality at scale?
• What customer moments still deserve craft and intentionality?
• How do we build journeys that feel personal, not automated?
  

That’s the conversation we want to be having with our clients and brands. Not fearmongering. Not AI-for-the-sake-of-AI. Just practical guidance on how to build better CRM experiences.

Human creativity is becoming more valuable, not less

Ironically, the more the industry pushes toward scaled automation, the more noticeable great creative work becomes. Interactive emails still stood out in conversations throughout the event. Accessible design still matters. Strong copy still matters. Clever lifecycle thinking still matters.

Customers can absolutely tell the difference between something generated quickly and something crafted thoughtfully. AI can accelerate workflows. But it cannot replace taste, empathy, strategic thinking, or genuine creative problem-solving.

As a Braze partner, we’re excited about the platform’s direction and we’re equally passionate about helping brands use these tools responsibly, creatively, and effectively.

Want to talk about Braze, AI or your CRM strategy?

Whether you’re exploring Braze, navigating new AI capabilities, or simply trying to build more effective customer journeys, the conversation around CRM is evolving fast and it can be difficult to know where to focus.

At ActionRocket, we help brands cut through the noise and turn new technology into practical, creative customer experiences that actually work. From lifecycle strategy and journey design to interactive email development and accessible creative, we combine smart technology with genuinely human thinking.

If you’d like to chat about where AI fits into your CRM strategy, or how to make your customer engagement feel more personal and effective, we’d love to hear from you. Contact us.