Personalization isn’t just a nice-to-have, it’s a necessity.
As consumer expectations continue to rise, marketers are under increasing pressure to deliver timely, relevant, and tailored messaging across every stage of the customer journey.
Yet, the path to meaningful personalization is often obstructed by technical complexity and limited resources.
Enter BrazeAI™ Liquid Assistant, a revolutionary tool designed to empower marketers to overcome these challenges with ease.
At Mavlers, we’re excited about Braze’s latest innovation, a game-changing feature that is making personalization faster, smarter, and more accessible. Thanks to Braze personalization features like this, even non-technical teams can now craft highly relevant messages that drive engagement.
Today, we explore how this innovative feature is reshaping Braze lifecycle marketing. Let’s get started!
What is Braze AI Liquid Assistant?
What it matters for lifecycle marketing
How to get started with Braze AI Liquid Assistant?
What is Braze AI Liquid Assistant?
The Braze AI Liquid Assistant is a feature within the Braze customer engagement platform that uses artificial intelligence to help marketers generate and optimize Liquid code for message personalization.
With Braze AI Liquid Assistant, marketers can now transform natural language prompts into ready-to-use Liquid code, significantly lowering the technical barrier to personalization. Whether you’re sending an email, push notification, or SMS, the AI Assistant helps you:
- Instantly generate Liquid code from simple prompts.
- Learn personalization best practices with annotated guidance.
- Build dynamic content with countdown timers, conditional logic, etc.
- Optimize and enhance existing Liquid code for better performance.
This intuitive interface allows marketers of all skill levels to incorporate powerful Braze personalization features without requiring coding expertise.
How it matters for lifecycle marketing
In a world where customer expectations are sky-high, static messages no longer cut it. Our team often sees brands struggle with scaling personalization because of resource bottlenecks — limited developer time, steep Liquid learning curves, and delays in A/B testing new ideas.
Braze AI marketing automation empowers lifecycle marketers to create, test, and iterate personalized messaging independently, accelerating time-to-market and improving agility.
This shift not only enhances campaign responsiveness but also allows teams to experiment and optimize messaging more frequently.
Moreover, by removing the heavy dependency on developers for Liquid coding, BrazeAI™ Liquid Assistant significantly saves effort, time, and manpower. Marketing teams can now ideate and implement personalization strategies without waiting for development cycles, reducing operational costs and enabling faster campaign rollouts.
The result? Faster launches, more adaptive strategies, and more relevant experiences for customers at every touchpoint—a massive boost for Braze lifecycle marketing strategies.
What once took days or weeks of developer intervention can now be accomplished within minutes by the marketers themselves.
How to get started with Braze AI Liquid Assistant?
Using the new assistant is as simple as:
- Open the Email, Push, or SMS composer within Braze.
2. Click the AI Assistant icon (a user figure with a plus sign).
3. Type your desired personalization outcome or choose a prompt.
4. Review the generated Liquid code, preview it, and insert it into your message.
No special setup or technical configuration is needed — it’s embedded directly into the workflow you already use. With Braze AI marketing automation, getting started is seamless and scalable.
Real-world use cases: How we’ve implemented Liquid Assistant for Clients
- Personalizing Welcome Emails Instantly
One of our retail clients wanted to include a customer’s first name, loyalty tier, and a unique onboarding discount code in their welcome email. Using BrazeAI™ Liquid Assistant, our team simply prompted: “Write a message that includes a user’s first name, loyalty tier, and onboarding discount code.”
Within seconds, Liquid code was generated and embedded into the email — allowing a hyper-personalized welcome series to launch two weeks ahead of schedule.
This not only saved development hours but also improved open and conversion rates for the campaign, showcasing the effectiveness of Braze personalization features.
2. Driving Urgency with Countdown Timers
For an e-commerce flash sale, another client wanted a dynamic countdown timer personalized to the offer expiration. Traditionally, setting up timers dynamically with Liquid required complex coding. With Braze AI marketing automation, we described: “I want to send a message telling the customer how many days, hours, and minutes remain until our sale event begins. Before you start, please ask me any questions you have about this so I can give you more context.”
The Assistant quickly delivered functional, customized Liquid code based on our description, enabling rapid execution of the campaign.
3. Conditional Messaging Based on User Preferences
In a recent re-engagement campaign, we asked BrazeAI™ to “Show different product recommendations based on whether the user prefers electronics, fashion, or sports gear.”
BrazeAI™ delivered a structured conditional Liquid logic, saving our team hours of manual scripting time and enabling a much more tailored reactivation effort that yielded a 8 to 12% higher click-through rate.
This allowed us to test multiple audience segments simultaneously and make quick adjustments based on real-time performance, enhancing Braze lifecycle marketing impact. Thanks to Braze personalization features, the barriers to creating dynamic, data-driven experiences are quickly disappearing.
Wrapping Up!
At Mavlers, we believe that AI should enhance human creativity, not replace it. BrazeAI™ Liquid Assistant embodies that philosophy — making powerful personalization accessible to marketers of all technical levels. By reducing the time and complexity involved in personalizing communications, this tool lets brands focus more on strategy, creativity, and customer experience.
We’ve already seen firsthand how this feature accelerates project timelines, boosts campaign performance, and empowers marketers to innovate faster.
As we continue exploring Braze AI marketing automation capabilities, we expect even more transformative use cases to emerge — helping brands build deeper, more meaningful customer relationships.
Chintan Doshi - Subject Matter Expert (SME)
Chintan is the Head of Email & CRM at Mavlers. He loves email marketing and has been in the industry for 7+ years. His track record of email marketing success covers building email programs from scratch and using data-driven strategies to turn around underperforming accounts.
Susmit Panda - Content Writer
A realist at heart and an idealist at head, Susmit is a content writer at Mavlers. He has been in the digital marketing industry for half a decade. When not writing, he can be seen squinting at his Kindle, awestruck.
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