Culture moves fast. If you don’t stop to launch marketing when moments are happening, you might miss out.
Klaviyo’s 2026 Match Day Ready Report recently found that two-thirds of marketing teams missed at least one key cultural moment in 2025 because they couldn’t move fast enough. Similarly, 30% of brands say they need faster access to real-time data to act on new ideas.
But the teams that have adapted to a more agile way of creating marketing content can attribute actual revenue to reacting in real time. The same research found that 64% of teams attribute more than 10% of their revenue to cultural moment marketing.
There’s a new way for marketing teams to operate: "vibe marketing." It’s the transition from manual, step-by-step production to outcome-driven prompting where AI handles the "how" while you define the "what."
Vibe marketing can help you react to trends, optimize your messaging based on customer feedback, put together seasonal promotions in a fraction of the time, and improve your lifecycle marketing in response to customer service signals.
Let’s get into 9 vibe marketing strategies to get your team set up to move faster.
1. Follow your brand guidelines and guardrails
The more context you give your AI marketing agent, the better the outputs will be.
Before you begin prompting, feed your agent your brand documentation and strategy to make sure all of the content it generates is on-brand and consistent. Include brand voice guidelines, content guardrails, and compliance rules. This makes fact-checking and QAing much easier and faster.
Brand guidelines, content guardrails, and compliance rules should cover:
- A description of your brand’s voice and tone
- Writing rules that outline copy style and formatting to maintain consistency (like rules for emojis, punctuation, and sentence length)
- Your brand color palette, fonts, and imagery
- Content rules, like product exclusions, legal disclaimers, banned phrases, and regional compliance considerations
Whenever you upload new brand guidelines, or specific guidelines for a new product or season, remind your AI marketing agent to use the latest versions.
2. Describe outcomes, not tasks
This is the core tenet of vibe marketing. While many teams have gotten comfortable prompting AI to create an email or write a text message, vibe marketing is more about describing what you want the outcome to be.
Example 1: Reactivation offer for a baby apparel brand
- Don’t: “Make me an email featuring our new break-proof sunglasses for babies.”
- Do: “Create a spring reactivation for customers who haven't purchased in 90 days highlighting our new break-proof sunglasses for babies and related products. Email + SMS. Fresh tone.”
Example 2: Cart abandonment flow for a running shoes brand
- Don't: “Write a cart abandonment email for our running shoes.”
- Do: “Engage shoppers who added running shoes to their cart but didn't check out in the last 3 days. Lead with low-stock urgency, include a size guide, and offer free returns. Email + SMS follow-up if no open within 24 hours. Confident, energetic tone.”
Example 3: Product launch for an oat milk brand
- Don't: “Make a product launch email for our new oat milk creamer.”
- Do: “Build a launch sequence for our new oat milk creamer targeting existing coffee accessory buyers and lapsed creamer purchasers. Tease it first, then announce with a launch-day offer, then send a last-chance reminder. Email + SMS. Warm, a little playful.”
3. Define your audience
When you use an AI marketing agent that’s part of your CRM, it has access to your entire database of customers and all of their activities with your brand. You can chat with your AI agent to identify the best audience for each marketing activation, without having to manually build segments or select the criteria that goes into it.
For example, you can ask to target:
- High-value customers, and AI will either select or build a segment of people with a $500+ lifetime value (LTV)
- Lapsed customers, and AI will either select or build a segment of people who haven’t made a purchase in 90 days but have engaged with emails or text messages within that time
- Recent local customers, and AI will either select or build a segment of people who live within 20 miles of a retail location who have made in-person purchases within the last 120 days
4. Set the tone for different channels and contexts
Be specific with descriptors. For example, you can direct your AI marketing agent to use a “warm and celebratory” tone for email while keeping text messages “short and urgent.”
While you can use your overall brand voice and tone from your brand guidelines for general marketing messages, you can also update the guidelines for voice and tone for different channels, contexts, and activations. According to Klaviyo’s 2026 Match Day Ready Report, 75% of teams feel they have more flexibility during cultural moments, so those are a particularly good time to experiment with your approach.
For example, if you’re reacting to a trend that’s popular with a Gen Z audience, you may want to have a more casual, youthful tone. But if you need to send an email about a product recall, you’d want to use a more serious, formal tone.
Here’s how you can use AI to adjust your brand tone by message type:
Message type | How to ask AI to adjust your tone | Channels that make sense |
Product promotion | “More energy and confidence than baseline, but grounded. Lead with the benefit.” |
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Brand storytelling | “Slow down and soften. Warmer and more human. Let personality show.” |
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Seasonal marketing activation | “Match the season's mood: cozy, celebratory, and fresh start.” |
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Welcome flow | “Warm, clear, and orienting. Introduce who we are before what we want.” |
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Abandoned cart or abandoned browse flow | “Helpful, not pushy. Light on the first touch, with gentle reasons added later.” |
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Post-purchase flow | “Reassuring and appreciative. Confirm, thank, and set expectations.” |
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Win-back or reactivation flow | “Honest and self-aware. Acknowledge the gap and give a real reason to look again.” |
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VIP or loyalty marketing | “Make them feel known. Use a more familiar, exclusive, and personal tone.” |
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5. Make your marketing activations omnichannel
Instead of separate requests, ask your AI marketing agent to coordinate timing, frequency, and tone across email, text messages, WhatsApp, and mobile push in a single session. The AI agent will build out channel-appropriate content, timing, and sequencing.
Include the following in your prompt:
- Which channels you want to use for different types of content
- How much time you want between messages
- Context on the relationship between channels
- Suppression rules
Here’s an example of a prompt that includes channel-specific guidelines:
“Build a gifting sequence for the two weeks before Black Friday to encourage early shopping, targeting past Q4 buyers, current high-engagement subscribers, and customers who have favorited products in the last 30 days.
Use email first to set the gifting mood and showcase a gift guide. Send a mid-window “still time to ship” email, then a final “last day for guaranteed delivery” email tied to the real shipping cutoff. Use text messages and push to share the final deadlines, the shipping cutoff and the final-hours reminder. Send a shipping-cutoff WhatsApp message with an image and gift guide link.
Escalate urgency as the real cutoff approaches, suppress purchasers, and use a festive but not frantic tone.”
6. Reference your brand visuals
Upload existing product photography or assets and prompt AI to build marketing messages that pull creative references directly from those visuals.
If you don’t have assets for a specific activation, like a seasonal campaign or a response to a trend, you can use an AI photo editor to update your existing photography. Then, include those images in your AI agent conversation.
Outdoor gear brand NANUK sells durable cases for bringing your gear on the go, often in rugged terrains. In this email example, they show their case in a forest, which might be great for a wildlife photographer in the Pacific Northwest.
NANUK’s marketing team could use an AI photo editor to update this image, showing the photographer against a beach background for those who live in tropical climates, or against a snowy background for those who live in mountainous, cold climates.
Then, by adding those images to their AI marketing agent conversation, they could build an entire marketing activation for different audiences based on location, previous purchases, or interests. The initial prompt might look like, “Create a personalized activation for my audience that’s interested in photography, based on location, using different images based on location (warm weather, cold weather, etc.).”
7. Iterate through multi-turn conversation
The whole idea of vibe marketing is collaboration: instead of a one-and-done output you have to tweak yourself to get to the finish line, it's a conversation that gets you to a launch-ready product.
With an AI marketing agent that has full access to your customer data, you can use these conversations to get guidance on strategy based on your past performance and customer preferences.
Treat the first draft your AI marketing agent produces as a starting point, then use follow-up prompts without starting over. For example, try following up with your AI agent with these types of questions or directions based on what you’re trying to achieve:
- To tighten copy and improve scannability: “Make the text message punchier and cut it to under 140 characters.”
- To improve open rates and drum up interest for a time-sensitive offer: “Add more urgency to the subject line. We're 48 hours from sale end.”
- To pull the activation closer to your brand voice when the first draft skews too formal or generic: “Rewrite the body copy in a warmer, more conversational tone that’s less corporate.”
- To ground the creative in real performance data instead of the first product your AI agent picked: “Swap the hero product for our top-selling SKU last month.”
- To focus on your highest-value buyers: “Only include VIPs who've spent more than $100 in the last 90 days.”
- To use insights from past activations: “What's worked best in our past Black Friday sends? Should I match that structure?”
8. Automate the timing
Your AI marketing agent can choose the best timing for your audience in a few ways:
- When to send a message based on an individual’s engagement patterns, if you ask it to use AI-powered channel affinity
- When to send a message based on a sale or promotion’s start and end dates
- How to time out an automated flow based on past performance
It’s important to include your goal in your initial prompt so the AI agent knows what to optimize for. If you want people to engage with your content, it may suggest timing based on the individual. If you want to drive sales, it may suggest timing based on start and end dates to get the most activity during the timeframe of your promotion.
9. Optimize post-launch to improve future marketing
Once you’ve launched, your AI marketing agent starts learning what’s working and what’s not. When AI has access to your customer data, it knows what’s driving actual purchases, and it can use those insights for future marketing.
You can ask your AI agent:
- “Where are customers dropping off in my welcome flow?" to identify underperforming steps and get suggested fixes in plain language
- “What campaigns should I run this month based on my revenue gaps?” to get suggested tactics based on what's actually driving revenue
- “What can I add to my abandoned cart flow to drive more engagement?” to determine what’s missing and get ideas for new messages to generate
- “How could I improve my seasonal summer marketing campaign based on last year’s performance?” to improve your annual marketing promotion and drive more sales
Move from a rigid marketing calendar to a marketing conversation
Our research shows that brands that react faster often see better results than those using routine calendar marketing. When you can be more flexible with your marketing and constantly improve based on your data and analytics, every message resonates more because it’s not pulling from ideas and data that’s 6 months old (or older).
With Klaviyo Composer, the AI marketing agent built inside the autonomous B2C CRM that’s powered by your data, you can create, launch, and improve marketing across every channel. Describe your next outcome and see how Composer builds a launch-ready activation in minutes.
Try vibe marketing in Klaviyo. Join the beta
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