Braze is a customer engagement platform (CEP) that provides unified communications and brand experiences with cross-channel messaging and journeys across email, mobile, web, and more. Braze gives its customers world-class learning content across its documentation site, learning management system (LMS), and marketing site so they can get up and running quickly.
The content operations at Braze were largely gated by engineering capacity, UI constraints on their vendor LMS, and manual content workflows requirements for translation and AEO meta data. Teams were not able to move as quickly or autonomously as they would have liked to. And this wasn’t just a problem for the marketing and publishing teams.
Teams outside of content and publishing are from Sanity in their day-to-day work. Because Sanity Context provides MCPs tailored to particular use cases, the customer success team at Braze decided to use agent context to pull data from Salesforce, Gong, support tickets, and product request forms, letting a CSM open a chat window and prepare for an upcoming customer call. They know exactly what's going on with the customer, whether there are concerns, and what learning or marketing content might be worth bringing to the meeting.
None of this work required opening an engineering ticket. Because agent configuration lives in Sanity, any team can stand up something new on its own.
“Sanity Context is a huge time saver. The agent skill made development painless. We can create a new document type in Sanity, vibe code a small chat app, and pull in exactly the content we want.”
Matt ChamberlainSr. Technical Product Manager, Braze
Publishing content today is more than writing a quality article. In the age of AEO, an entire array of metadata needs to attach to content for LLMs to read it, understand it, and serve it to users looking for answers.
The team began experimenting with Sanity Agent API and Functions to automate that AEO-related metadata. Now, once an article publishes, it triggers a Sanity function that runs in the background, using a Sanity’s Content Agent to generate:
- An article summary that appears at the top of the article
- An FAQ that summarizes points from the article
- An in-depth description written explicitly for schema markup — important for machines reading the page
The team didn't want to hide that work from writers, so they built an interface that shows content creators exactly what the agent did — not just a heads-up, but the learnings and best practices behind it.
"The agents aren't just taking away effort, they are actually upskilling our content creators," said Chamberlain.
Learning content serves Braze customers in dozens of languages, and translating an entire learning path can mean translating hundreds of documents at once.
The team's old LMS integration was costly and complicated, so they built their own plugin with Sanity Functions: choose the languages and model, and the job runs, tied to Content Releases for human review before anything ships. Deployment used to mean copying each translated document into the LMS dashboard by hand. Now a function triggers on publish and sets it up automatically, leaving only a final human check.
Search saw the same kind of fix. Braze's federated search across docs and the LMS used to return a title and a thin, often irrelevant description, pulled through an API the team didn't control. Chamberlain replaced it with a single GROQ query that pulls full lesson content instead of a sliver of metadata.
"There's so much less developer effort involved now. It's one query — we wrote it in 10 minutes and the project was done," said Chamberlain. “GROQ has the perfect mixture of simplicity and light transformation capabilities that 9 times out of 10 a simple query will solve your use case.”
Braze now has one content model feeding agents, search, and translation, and any team can build the next thing on top of it without waiting on engineering.
"Something we love about partnering with Sanity is the API-first perspective, which lets us do whatever we need to with our content," says Chamberlain. "I don't know what challenges we'll be solving in six months or a year, but with Sanity I'm confident we'll have the tools we need to solve them."
Watch the full webinar with Braze to see all the details about how they transformed their single-use content structure into one that's equipped to take on the AI era.
Sanity features used: Sanity Context, Content Agent, Content Releases, Functions, Agent API, MCP Server