From campaign brief to reviewable draft
Generated by Klaviyo AI
Composer, Klaviyo’s AI marketing agent, turns plain-language briefs into email, SMS, MMS, and push campaign drafts using account brand context and customer data. The page explains how to prepare a brief, refine content and audiences, and review drafts before manually scheduling or sending.
- Brand context: Composer draws on brand voice guidelines, colors, fonts, and past sends, with weaker drafts expected in new accounts.
- Campaign briefing: A brief specifies the offer, brand, tone, and channels, with content and layout refinements handled in chat.
- Audience selection: Composer selects existing segments or drafts new ones from account data, showing conditions and available profile counts for review.
- Channels must be set up in Klaviyo before drafting, and SMS and MMS require a sending number.
- Human approval: Creating a draft neither sends nor schedules it; users check content and audiences, add required AI disclosures, and complete pre-send checks.
Composer, Klaviyo's AI marketing agent, creates email, SMS, MMS, and push campaigns from a brief written in plain language. It drafts copy that reflects your brand voice, colors, fonts, and past sends, picks an existing segment or builds a new one, and shows a preview you can refine in chat.
Creating the draft doesn't send or schedule anything, so you review, edit, and approve each campaign before it goes out.
If you've asked a general-purpose AI tool to write campaign copy, you know what happens next. You paste in the offer, get a few paragraphs back, and do the rest yourself: rebuild the copy in a template, find the right segment, and rewrite the lines that don't sound like your brand. The writing got faster, but the quality of the campaign didn't.
An agent that works inside your marketing account skips the rebuild. Composer drafts from what Klaviyo already knows about your brand: your brand voice guidelines, colors, fonts, and past sends. It chooses the audience from the segments you use. And it hands you a campaign you edit in the same drag-and-drop and HTML editors as anything else you build in Klaviyo.
How Composer builds a campaign with you
Klaviyo is the agent-first operating system for B2C, and Composer is the agent that does the campaign work while you set the goal and approve the result. Composer grounds the campaigns it generates in real customer data and 14+ years of marketing intelligence. Here's how that plays out across one campaign, from brief to send.
Prompt it the way you'd brief a teammate
Say you're running a half-off summer sale on running shoes and want an email with the details plus a text with the nudge. A prompt like "summer sale email" leaves Composer guessing. Write whole sentences: the offer, a line of brand context, and the tone you want, as in "Create a playful email and a short SMS for our half-off summer sale on running shoes."
If you already have an email you like, attach the template or a screenshot and describe only what you want changed. Product details or artwork that live in another app can come along too. Connect the app under Customize > Connectors, then name it and the products or design you want in your brief.
Both messages take shape in one conversation, so the email and the text share the same context. Ask for shorter copy, a new layout, or a different call to action. You can also generate a few subject line variations to A/B test against each other. For more ways to sharpen a brief, see prompt best practices or the AI prompt library.
Check the audience Composer picks or builds
The copy is half the campaign. Who receives it is the other half, and it's the half a quick brief can get wrong.
Composer looks at the segments you already have and follows the segmentation patterns your account uses. Say you ask for a reactivation campaign for customers who bought this summer but haven't purchased since. If no existing segment fits, Composer drafts one from your account's own properties and metrics and labels it Drafted for you.
Hover over the segment name before you go further. You'll see its conditions in plain language, grouped to show how they combine, plus an estimated profile count when one is available. The preview shows both included and excluded audiences. If a count looks too small, too big, or empty, ask Composer to adjust it.
New segments stay previews until you create the campaign draft. Then they land in Lists & Segments and behave like the rest. To build an audience on its own, see customer segmentation AI.
Approve the draft before anything sends
Composer shows you a preview first, and you read it like your own work: prices, discounts, product names, dates, and links. Composer is designed to avoid referencing products or offers that don't exist, but generated content can still be wrong, so the check is yours. For push, the preview shows the notification on iOS and Android. For SMS and MMS, Composer writes compliance-aware copy, and you still review length, links, and restricted content.
When it looks right, select Create draft. Klaviyo opens the campaign in the editor, where you can swap images, rewrite text, adjust the call to action, or add a deep link to a push notification. At that point it's still a draft, and nothing is scheduled or sent.
Add any AI-use disclosure your messages need, since Composer doesn't add one for you. Then schedule or send from the campaign's own controls.
Key features of Composer for campaigns
6 Composer capabilities carry a campaign from brief to approval.
Feature | What it does for your campaign | Available with Klaviyo |
Campaign generation | Drafts email (drag-and-drop or HTML), SMS, MMS, and push campaigns from a plain-language brief, with several messages in one conversation | ✓ |
Segment generation | Picks from your existing segments or drafts a new one from your account's properties and metrics, with plain-language conditions and an estimated profile count | ✓ |
Brand context | Shapes drafts with your brand voice guidelines (voice descriptors and writing rules), colors, fonts, and past sends | ✓ |
Connectors | Brings in artwork or product information from apps you connect under Customize > Connectors | ✓ |
Preview and variations | Refines copy, layout, and calls to action in chat, generates variations to compare, and previews push on iOS and Android | ✓ |
Human approval | Saves an editable draft that doesn't send or schedule until you do | ✓ |
How to create a campaign with Composer
Your first Composer campaign takes 5 steps, and the first one happens before you open Composer.
- Fill in your brand context. Set up your brand voice guidelines, colors, and fonts in Klaviyo. Composer also draws on your past sends, so a brand-new account will see weaker drafts until that history builds up.
- Set up your channels. Composer drafts only for channels you've set up in Klaviyo, and SMS and MMS also need a sending number.
- Write the prompt. Open Composer and describe the offer, your brand, the tone, and the channel in whole sentences. Attach a template or screenshot if you have one, and expect more editing on image-heavy or fully image-based templates.
- Review the preview and the audience. Check prices, dates, and links, hover over each segment to read its conditions and profile count, and ask for changes in chat. If the draft is far off, revise the brief and generate a new one.
- Create the draft and send it yourself. Select Create draft, make final edits in the campaign editor, add any required AI disclosure, and run your usual pre-send checks, like a test send, before you schedule.
Frequently asked questions about AI marketing agents for campaigns
Can an AI marketing agent send a campaign without my approval?
Composer can't. Creating a campaign with Composer saves it as a draft without sending or scheduling it. You review the content and the audience, make any edits, and send or schedule it with Klaviyo's campaign controls when you're ready.
Can an AI marketing agent use my customer data to decide who gets a campaign?
Yes. When Composer drafts a campaign, it looks at your existing segments and follows the segmentation patterns your account uses. If nothing fits, it builds a new segment from your account's own properties and metrics. You see the conditions in plain language and an estimated profile count before the segment is created.
Which channels can Composer create campaigns for?
Composer creates email campaigns (drag-and-drop and HTML), SMS, MMS, and push notifications, including multi-message campaigns in one conversation. Set up each channel in Klaviyo first. SMS and MMS also need a sending number.
Will a Composer campaign sound like my brand?
Composer works to reflect the brand voice, colors, fonts, and context in your Klaviyo account. Keeping your brand voice guidelines current, including voice descriptors and writing rules, gives it more to work with. Drafts are weaker on image-heavy templates, so start from a prompt or a drag-and-drop layout for the strongest results.
How do I run quality assurance (QA) on a campaign an AI marketing agent drafts?
Read it line by line for prices, discounts, product names, dates, and links, since generated content can occasionally be wrong. Check the included and excluded audiences, preview push on iOS and Android, and review SMS length and restricted content. Then run your usual pre-send checks, like a test send, before you schedule.
How is Composer different from asking a general-purpose AI tool to write a campaign?
A general-purpose tool writes copy you then rebuild somewhere else. Composer works inside Klaviyo: it drafts from your brand context and past sends, picks or builds the audience from your own data, and creates an editable Klaviyo campaign you approve and send. For how the broader tool category works, see AI campaign generator.