Braze just released its latest Global Customer Engagement Review, and it’s full of insights that had us underlining takeaways, questioning old habits, and rethinking what effective customer engagement really looks like. In a time when attention is fleeting and expectations are sky-high, knowing how to connect with customers in a way that resonates—not just reaches—is essential.
This isn’t just another data dump. The report highlights where brands are excelling and where there’s still work to do. We pulled out the most relevant insights for marketing teams focused on building deeper, more lasting relationships.
We dug into the report and surfaced the insights that matter most for marketers. Here’s what stood out:
Content and Technology Need Each Other to Create Real Connection
If you’re feeling the pressure to make your messaging more meaningful, you’re in good company. The report found that 85% of marketing leaders worry their messages aren’t hitting the emotional mark. More than half say they’re extremely concerned.
Interestingly, that concern often signals a team that’s dialed in. Sixty percent of brands that exceeded their revenue goals shared the same fear. The ones concerned about emotional connection tend to be the ones putting in the work to actually get it right.
The differentiator isn’t stronger tech or better content—it’s the ability to bring the two together in a cohesive way. AI and personalization can ensure the right message reaches the right person at the right time, but it’s the content itself that gives that moment weight. The top-performing brands are blending both, using technology to deliver relevance and content to create emotional resonance. When combined with intention, that’s what transforms communication into real connection.
Transparency Builds the Trust Personalization Depends On
Privacy concerns are slowing personalization efforts across the board. Almost every marketer—99 percent—says data privacy challenges have had an impact. Enterprise brands feel it even more acutely, with 38 percent citing legal risk as a major barrier, compared to 29% overall.
Still, advanced personalization can’t succeed without trust. And trust starts with transparency. The most effective brands are approaching every customer touchpoint as an opportunity to earn that trust. Whether through in-app messaging, surveys, or other tools, they’re making consent feel clear, valuable, and worthwhile. When customers know how their data is being used—and see real benefits in return—they’re more likely to engage and stick around.
AI Helps Scale Personalization, But People Still Make It Work
AI is everywhere in marketing, but it’s how teams use it that sets the best brands apart. High-performing brands see AI as a collaborator. It handles the heavy lifting, allowing marketers to focus on creativity, strategy, and the nuances that make communication feel human. That’s how they’re able to respond to individual behavior in real time and deliver more relevant, tailored experiences.
AI isn’t replacing the human element—it’s helping teams bring it to more people, more often. The most effective use of AI is the kind that elevates connection rather than erasing it. The technology helps brands move faster, but it’s still the human touch that makes the message matter.
Customer engagement isn’t about choosing between tech and creativity. It’s about using both thoughtfully, transparently, and with the customer at the center. The brands that are winning aren’t chasing the latest tools or trends. They’re focused on building real connection, earning trust, and staying human, even as they scale. That’s what turns engagement into loyalty, and loyalty into long-term growth.
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