At Branch, we’ve always been focused on helping brands create seamless, personalized journeys that span across apps, websites, and devices. But as we look ahead, it’s clear that the future of customer engagement will be defined by a fundamental shift — not just in how brands interact with users, but who mediates those interactions and what those interactions truly mean.
In partnership with Braze, we’re exploring the next evolution of personalization—where relationships matter more than clicks, and intelligent systems become the new curators of experience. Below, we unpack three emerging trends that are poised to redefine marketing as we know it.
1. Privacy-first identity
In the Braze 2025 Global Customer Engagement Review, one insight in particular stood out to us loud and clear: over 99% of marketing executives say privacy concerns are a major barrier to next-level personalization. That statistic reveals a critical truth — effective personalization in today’s privacy-conscious world isn’t just about data or tech stacks (although getting those things right is a critical part of the process). It’s about trust.
In an era of heightened awareness around data rights, consumers are reclaiming control over their digital identities. The next frontier is privacy-first identity, where users store their data in secure personal “vaults” and selectively share it with brands that prove their worth.
This shift will dismantle the third-party tracking economy and give rise to zero-party data ecosystems, where trust is the new currency.
Brands that can clearly articulate the value of sharing — whether that’s tailored recommendations, exclusive access, or smoother omnichannel experiences — will earn data access not through coercion, but through consent.
Branch and Braze are uniquely positioned to support this transformation. By combining the privacy-safe attribution offered by Branch with the customer engagement capabilities of Braze, brands can build experiences that respect user control. This approach builds data-sharing relationships that foster partnerships, rather than creepy and intrusive tracking.
2. AI agents as primary intermediaries
The days of optimizing for search engines and social feeds are giving way to a new reality: AI agents will soon be the gatekeepers to consumers’ attention.
From Apple’s Siri to ChatGPT-powered shopping assistants, AI will increasingly mediate how users discover and interact with brands. In this new paradigm, the question for marketers shifts from “How do I get found?” to “How do I get recommended by an agent my customer trusts?”
This means that future marketing strategies must prioritize agent optimization — where AI helps deliver experiences that drive more value for customers. Trust, consistency, and relevance will carry more weight than ad budgets. And personalization, powered by zero-party and first-party data, will be the ticket to staying relevant in these AI-curated ecosystems.
With Branch’s deep linking and attribution infrastructure, brands are already laying the groundwork for these intelligent handoffs — ensuring that every link, every recommendation, and every in-app experience is contextually aware and precisely routed, whether it’s initiated by a human or an agent.
Paired with Braze’s powerful messaging and optimization capabilities, brands can not only route users intelligently but also deliver the right message at the right moment through the optimal channel.
3. The rise of relationship measurement
As journeys become more fragmented and AI agents reshape discovery, traditional attribution models will fall short. The future lies in relationship measurement — tracking the evolving depth, trust, and influence between brands and consumers across complex touchpoints.
This means understanding not just what caused a conversion, but who influenced it, how long the relationship has developed, and what value was exchanged at each step. It also means factoring in cross-agent influence — how different AI systems and platforms shape decision-making across time.
Branch is already helping brands evolve in this direction, providing attribution that spans platforms and identifies patterns beyond last-click metrics. When combined with Braze behavioral insights and engagement data, brands can begin to measure the full arc of the customer relationship, not just the less personal, transactional moments.
The road ahead
As privacy regulations continue to evolve and platform-level changes (like App Tracking Transparency on iOS) redefine the data landscape, the brands that will thrive are the ones that treat privacy as a user experience opportunity — not just a compliance requirement.
Branch is proud to partner with Braze in helping brands navigate this new terrain. Together, we provide the tools to not only deliver personalized experiences at scale, but do so in a way that builds user confidence and long-term trust.
So what’s the takeaway? Personalization and privacy are no longer at odds. When you build trust through transparency, you don’t have to choose between respecting user data and delivering great experiences — you can do both.
By investing in the right strategies, powered by the right technology, you’ll not only unlock advanced personalization, but also build customer relationships that last.
Interested in learning how Branch and Braze can help you personalize with privacy in mind? Let’s connect.