At its K:BOS event, Klaviyo announced the general release of its Customer Agent and introduced its new Marketing Agent. These two agents position Klaviyo as an AI-first B2C CRM designed to integrate data, marketing, service, and analytics on one platform. This is presented as an effort to offer a competitive advantage to consumer brands and serves as the foundation for Klaviyo’s stated objective to become an autonomous B2C CRM.
Built on the Klaviyo Data Platform (KDP), the updated AI-first B2C CRM includes:
- Marketing Agent: An autonomous tool designed to plan and launch marketing campaigns. Its functions include creating content, personalisng sends, and continuous learning.
- Customer Agent: A 24/7 assistant intended to provide personalised support to consumers, addressing common inquiries, offering product recommendations, and escalating issues to human agents with full conversation context when necessary.
Klaviyo describes the Marketing Agent as an autonomous component built into the platform to automate manual execution and aid in the creative process. The company states it can generate a complete marketing plan with campaigns, flows, and forms from a simple URL input. Its functions include writing on-brand content, personalising messages, and continuous improvement, with users maintaining control over guardrails and approval processes.
Key capabilities of the Marketing Agent are reported to include:
Starting Campaigns
- Strategy generation: Users can input a URL, and the agent learns the brand’s voice and catalogue to return a strategy or campaign.
- Launch readiness: Content is generated and designed, ready for user review and approval.
- Brand aignment: The agent is trained on the brand voice, industry benchmarks, and performance data, with guardrails available to check quality.
Scaling Content
- Idea generation: The agent can generate campaign ideas.
- Trend awareness: The AI incorporates industry, competitive, market, and holiday trends to maintain relevance.
- Quality vetting: Campaigns and strategies are compared to the brand’s tone, style, and historical performance data.
- Frequency: The agent provides four new campaign ideas each week.
Citing its own 2025 AI Shopping Index, Klaviyo states that 63% of consumers are expected to view AI assistants as a normal part of online shopping by 2026. The Customer Agent, part of Klaviyo Service (which also includes Customer Hub and Helpdesk), is presented as an AI assistant that bridges marketing and service by operating within the CRM platform to ensure both teams share the same data and conversation history.
Reported Customer Agent capabilities include:
- Availability: Provides 24/7, brand-trained assistance across chat, SMS, email, and planned for WhatsApp, covering issues such as shipping, sizing, order status, and returns.
- E-commerce Integration: Allows consumers to add products to the cart, apply promotions, and complete purchases.
- Journey Support: Handles both pre- and post-purchase enquiries, including order status, returns, and subscriptions.
- Response Quality: Responses are trained on storefronts, policies, help documentation, and Klaviyo data to align with the brand and include customer context.
- Handoffs: Provides support teams with the full conversation history during escalation.
- Setup: The agent automatically ingests a brand’s storefront and supporting pages to facilitate initial setup.
The Marketing Agent and Customer Agent are both generally available as of the announcement date.
