Braze at Forge 2026: Where Should Human Judgment End and AI Decisioning Begin?
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Braze at Forge 2026: Where Should Human Judgment End and AI Decisioning Begin?

B2Upper-intermediateSeptember 30, 202624 min

What happens when artificial intelligence moves beyond helping marketers create content and begins making decisions on their behalf? Recorded at Forge 2026 in Las Vegas, I speak with Astha Malik, Chief Business Officer at Braze, about how AI is changing customer engagement and what marketers should retain control over as more operational work is handed to software. Astha explains why the long-standing promise of genuine one-to-one personalization has been so difficult to deliver and why she believes AI can finally help brands move beyond broad segments toward individual decisioning. We discuss Decisioning Studio Go, where AI...

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analyze more data.

?

Well, I'm recording this episode at Forge26 here in Las Vegas with Asta Malik, Chief

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We hear plenty about how AI is helping marketers create content faster, automate campaigns and analyze more data. But what happens when AI starts making decisions on behalf of marketers? Well, I'm recording this episode at Forge26 here in Las Vegas with Asta Malik, Chief

0:29

business officer at Braze. And she also leads marketing at the company giving her an interesting perspective on both building AI technology and using it inside her own team. And our conversation today will look at why genuine one-to-one personalization has remained difficult and also where human judgment belongs as software makes millions of individual decisions

0:55

understand why producing more content could actually make brands easier to ignore. And we will also discuss AI, checking the work of other AI systems, what happens to traditional software interfaces, especially as people work increasingly through assistance such as chat GPT and Claude, and why

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