AI has sped things up for marketers. A customer journey that once took days to create can now come together in an afternoon. But building more quickly doesn't mean that the QA process has gotten any faster.
Every campaign still has to clear an intimidating checklist, with marketers often having to manually check brand voice, legal language, naming conventions, reporting tags, tracking, personalization, send settings, and more. That process can be slow, with different reviewers potentially disagreeing on when a campaign is ready. As AI accelerates production and generates more personalized variants, manual QA becomes unsustainable. You can't scale manual reviews against exponential output.
Enter BrazeAI Agentic Standards. Now generally available, it is designed to let marketing teams define compliance and quality requirements upfront, and automatically validate every campaign and journey before a single message is sent.
How automated QA at scale can drive value for marketers
As AI makes it possible for marketers to spin up new messages, campaigns, and user journeys faster than ever before, QA and reviews need to keep up. Let’s take a look at three key use cases where fast, AI-powered QA can support better outcomes for marketers and consumers alike.
1. Promotional campaign launches
High-visibility sends leave little room for error. Before a promotion goes live, Agentic Standards can be configured to check naming conventions, organizational tags, conversion tracking, scheduled send dates, and whether every link carries the right UTM parameters. It can also confirm that required language is in place.
At Forge, we showcased this with Anchor, a fictional apparel brand preparing a limited-edition drop across three markets. The team ran its Canvas against roughly forty standards. Nearly all passed, but one email was missing a “while supplies last” disclaimer. A single request to Operator fixed the issue, and then the Canvas launched. Finding that lone missing disclaimer by hand would have taken far longer, if it was found at all.
2. Multi-market content review
Global teams publish across languages and locales, and brand guidelines don’t always travel well. With a Content and Copy ruleset (that is, guidelines for how AI should handle Content and Copy questions as they arise) and an attached brand guidelines document, Agentic Standards can catch off-brand phrasing and locale slips, such as a message using the word “personalized” where a market actually expects “personalised.” The upshot? Reviewers spend less time proofreading and more time on the creative calls that require human judgment.
3. Personalization QA
Personalization is only as good as the logic behind it. A Personalization and Dynamic Content ruleset can be implemented to validate Liquid and fallback values before send, so a missing attribute doesn’t become a broken sentence in a customer’s inbox. As Canvases add branches and segments, this may be the check that is hardest to do manually and costliest to miss.
How AI-powered QA actually works
Instead of relying on manual line-by-line QA checks, marketers can turn their QA checklist into an automated guardrail before a single message reaches a customer. Here is how teams can make this approach possible with BrazeAI Agentic Standards:
- Encode Your Standards: Start with six pre-made rulesets covering Campaign Setup, Audience and Targeting, Content and Copy, Links and Tracking, Personalization and Dynamic Content, and Compliance and Deliverability. You can also write custom rules, describe requirements in natural language for BrazeAI Operator™ to generate, or attach campaign briefs to adjust checks dynamically.
- Run Automated QA: Agentic Standards scans single campaigns or complete Canvas journeys before launch. It checks every message, variant, and segmentation branch across complex personalization flows.
- Guided Resolution and Audit Logging: Reviewers see clear pass and fail results. Flagged items can be fixed automatically with BrazeAI Operator™, marked as resolved, or skipped for a single run. Every check generates a timestamped audit log for clear visibility and compliance tracking.
Brands building with Agentic Standards
Sportsbet, an Australian sports betting company, has been using Agentic Standards since beta. In a highly regulated industry, QA is not optional, and having the right tools is essential if you want to provide an exceptional, compliant experience.
Final thoughts
Marketers tell us the most stressful hour of a campaign is the one after the work is finished, because the process to accurately check for misses or errors is still manual and painstaking. But with Agentic Standards, the QA process will help them speed up with confidence.
Agentic Standards is already part of how teams work in Braze, and it extends to the tools they use outside it. The goal is simple: Standards you can count on, so you can put AI to work more ambitiously.
Interested in learning more about Agentic Standards? Check out our documentation.
