Agentic Standards: Automated Campaign QA in Braze

Braze Agentic Standards turn your pre-launch checklist into rules that an agentic evaluation runs against each campaign or Canvas. Start with the pre-built setup and tracking rulesets, write custom rules with clear examples, and test every standard against a known pass and a known fail. Then decide who may ignore a failed check, because an ignored issue no longer blocks launch.

Key Takeaways

• Agentic Standards turn your pre-launch checklist into rules that an agentic evaluation runs against each campaign or Canvas.
• They were listed as a beta in the October 15, 2026 release notes; ask your Braze account manager about joining.
• Each standard holds up to 15 rulesets, with up to 20 rules in each.
• Test every standard against a campaign that should pass and one that should fail before relying on it.
• Braze lets a campaign launch once critical issues are resolved or ignored, so decide who may ignore a Fail.
• Re-run the evaluation after every fix so the results reflect the campaign as it stands.

What are Braze Agentic Standards?

Agentic Standards let you define rules and rulesets for brand guidelines, organisational conventions and technical requirements, then run an agentic evaluation before launch. Braze listed them as a beta in its October 15, 2026 release notes, and the documentation asks interested customers to contact their Braze account manager.

There are two types. Campaign Standards apply to one-time and recurring campaigns, while Canvas Standards apply to multi-step journeys and add rules that run against individual steps.

Each standard can hold up to 15 rulesets, with up to 20 rules in each. That's enough room for a full launch checklist, so the limit to manage is rule quality rather than rule count.

How do you build a standard?

You can start in two ways. Upload your existing checklist or policy document and Braze converts it into rules, or build rulesets yourself from the pre-built categories.

Canvas Standards add checks on journey structure, such as flow connectivity, branching, delays and exit criteria. Their step rulesets run against every matching step in a Canvas, so one rule covers every message step at once.

If you're unsure how to phrase a rule, the Generate with Operator option drafts specific logic from your requirement. Review that draft as you would any other rule, because the evaluation will apply exactly what it says.

How should you write rules the evaluation can check?

Make each rule specific enough that a colleague could check it by hand. Braze's own example is to replace a rule like "check the naming convention" with one that states exactly how a name should start.

Rules that describe the correct outcome evaluate better than rules that name a topic. A rule about Liquid fallbacks should say which fields need a fallback, not just that fallbacks matter.

Begin with the pre-built rulesets for setup, links and tracking. Braze notes these cover the most common manual errors, and they give you a working standard before you write anything custom.

How do you test a standard before relying on it?

Use the Evaluation preview pane before you attach a standard to real launches. Choose an existing campaign or Canvas, select all rulesets or one, and simulate the response.

Braze recommends testing against one item that should pass every rule and one that should fail specific rules. If the known failure passes, the rule is too vague to trust.

Results come back as Pass, Warning or Fail. A Fail is a critical issue that should be fixed before launch, and a Warning is a non-critical issue that may need attention.

What happens when an evaluation finds a problem?

You run the evaluation from the Review Summary step of a campaign, or the Summary step of a Canvas. Each failure lists the rule and the reason, such as American spelling where your guidelines require Australian English, or a delay shorter than your team's minimum.

For each failure or warning, you choose how to proceed. You can mark it as fixed after changing the campaign, ask Operator to fix it, or ignore it for this run.

That last option is where governance matters. Braze lets you proceed to launch once all critical issues are resolved or ignored, so an ignored Fail no longer stands between the campaign and your users.

We recommend agreeing who may ignore a Fail, and requiring a short written reason each time. The evaluation finds the problem, but a person still decides whether it ships.

After any fix, re-run the evaluation. Braze provides a Re-run evaluation option for this, and a result from before your change describes a campaign that no longer exists.

In what order should you roll out Agentic Standards?

Roll out in this order, so each standard is trusted before it's relied on.

1. Ask your Braze account manager about joining the beta.
2. Gather the checklists and policies your team already uses before launch.
3. Build a first Campaign Standard from the setup, links and tracking rulesets.
4. Test it against a known pass and a known fail in Evaluation preview.
5. Agree who may ignore a Fail, and how the reason is recorded.
6. Add custom rulesets for your brand and compliance requirements, testing each one.
7. Repeat the process for a Canvas Standard, including step rules.
8. Review the rulesets whenever brand guidelines or processes change.

If you plan to upload internal policy documents to generate rules, check with your security team first. The upload itself is a decision about what leaves the policy owner's hands.

Which mistakes should you avoid?

Name the mistakes so they're easy to catch. A vague rule names a topic without describing what correct looks like, so its results can't be trusted.

An ignore habit dismisses Fails to hit a launch time, until the standard checks nothing in practice. A stale ruleset still enforces guidelines the team has since changed.

An untested standard goes live without a known pass and a known fail. A fixed-but-not-rerun issue is marked as fixed without re-running the evaluation to confirm it.

Where does this connect to the rest of the programme?

Standards check the elements covered across our other guides. Content quality is covered in high-converting email campaigns, and dynamic content checks relate to seven ways to deliver dynamic content.

Conversion tracking rules depend on clean events, set out in tracking user events in Braze. Transactional sends, where errors cost most, are covered in automating transactional emails, and multi-step journeys in multichannel engagement campaigns.

As a Braze implementation partner, CustomerIK recommends treating Agentic Standards as an automated reviewer, not an automatic gate. Decide who can overrule it before you rely on it.

A standard with a known pass and fail

Write a rule such as: 'Every promotional email must use an approved primary destination and include the required tracking parameters.' List the approved patterns and a real counterexample. An evaluator can check a specific condition more reliably than a vague instruction to follow best practices.

Keep a small regression set of draft campaigns whose expected outcomes are known. After changing a rule, rerun the set and inspect false positives and missed issues. Record who can override a failure and why; a passed evaluation is one part of launch review, not a replacement for it.

The worked example and test cases are illustrative editorial guidance, not measured client outcomes or a claim that a live integration has been tested.

Frequently Asked Questions

1. Are Braze Agentic Standards generally available?

They're in beta, listed in the October 15, 2026 release notes. Contact your Braze account manager to ask about participating.

2. How many rules can a standard hold?

Up to 15 rulesets per standard, and up to 20 rules per ruleset.

3. Can I launch a campaign if an evaluation fails?

Yes, once every critical issue is resolved or ignored. Ignoring an issue skips it for that run only, so agree who may do it.

4. Can I build rules from an existing checklist?

You can upload an existing checklist or policy document, and Braze converts its content into rules and rulesets.

5. What should I do after fixing an issue?

Re-run the evaluation to refresh the results, so they reflect the campaign as it now stands.

Sources

• Braze, Agentic Standards. Retrieved 18 Oct 2026.
• Braze, What's new in Braze. Retrieved 18 Oct 2026.

CustomerIK is a Braze implementation partner working across onboarding, technical integration, marketing operations and customer data management.

If you're turning your launch checklist into Agentic Standards, let's talk.