What is AI creative testing automation?
AI creative testing automation runs continuous experiments on email, SMS, and other channel creative, evaluates performance signals, and picks the best variant for each customer. Klaviyo AI decides what each person should see and when they should receive it, then promotes winning creative into live programmes without manual handoffs between test and send.
Tests run on the unified customer profile, so variant selection reflects current behaviour, purchase history, and engagement on every channel you use.
Why AI creative testing automation matters
Test velocity is the bottleneck between learning what works and shipping it. Manual A/B tests cap how many variants you run, take days to name a winner, and pick one creative for a whole segment. By the time results arrive, the promotion ended or customer behaviour shifted. Teams default to gut feel because the test cycle can't keep up.
Automated testing runs continuously, evaluates more variants per send, and picks the best creative and send time per customer. You learn faster and promote winners into live programmes before the insight goes stale.
A few of the benefits:
- More variants, same headcount: Test across email, SMS, push, and ads without building each experiment by hand.
- Per-customer winners: Match creative and send time to each profile, not a segment average.
- Shorter test-to-send cycle: Move winning creative into live campaigns while results still apply.
Why choose Klaviyo's AI creative testing automation
Personalised Campaigns AI and Personalised Send Time sit inside Klaviyo B2C CRM, grounded in the same real-time customer profile that powers your segments, flows, and sends. Composer, Klaviyo's AI marketing agent, can take a winning variant from insight to a launch-ready campaign. Note: Composer is currently in public beta.
Run more tests without manual set-up
Klaviyo AI generates and evaluates creative variants continuously across channels. Personalised Campaigns AI determines the winning campaign version for each subscriber and sends instantly, so you are not waiting for a single segment-wide result before you act. Every test reads from the unified profile, not a stale export or a spreadsheet you update by hand.
Learn which variant wins for each person
Segment-wide winners hide how different customers respond. Klaviyo AI evaluates performance signals per profile and pairs the best creative with Personalised Send Time, which delivers each message at the individual subscriber's predicted optimal engagement window. Creative selection and send timing both adapt per person on the same data foundation.
Scale winners into live campaigns from a prompt
When a variant wins, Composer can plan and run the follow-up programme from a prompt: audience, copy, channel coordination, and timing in one draft you review before it schedules. Nothing goes live without your approval, so you can scale what tested well without rebuilding the campaign block by block.
Key features of Klaviyo's AI creative testing automation
Feature | Description | Available with Klaviyo |
|---|---|---|
Personalised Campaigns AI | Determines the winning campaign version for each subscriber and sends instantly. | ✅ |
Personalised Send Time | Delivers each message at the individual subscriber's predicted optimal engagement window. | ✅ |
Unified customer profile | Every test runs against real-time behaviour, purchase history, and engagement on one profile. | ✅ |
Composer | Takes creative from prompt to a launch-ready campaign you review before it goes live. | Public beta |
Cross-channel testing | Evaluate creative across email, SMS, WhatsApp, mobile push, web, and ads from one platform. | ✅ |
How to get started with Klaviyo's AI creative testing automation
To get started with Klaviyo AI creative testing:
- Connect your channels and data. Klaviyo syncs customer profiles and behaviour in real time across email, SMS, and your other active channels.
- Turn on Personalised Campaigns AI. Turn on per-subscriber variant selection on a campaign and define the creative options you want Klaviyo AI to evaluate.
- Add Personalised Send Time. Pair creative testing with send-time optimisation so each customer gets the right message at the right moment.
- Measure lift against a control. Track conversion rate, click rate, or revenue per recipient against a holdout group. Open rate alone won't tell you if the AI earned its place.
- Promote winners with Composer. Describe the campaign you want in plain language and review the draft before you schedule the send.
Klaviyo AI is grounded in 14+ years of marketing intelligence across 205,000 brands. Get started with Klaviyo