We're entering an era of creative abundance: 5.64 million new businesses launched in 2025 alone, and the $1B+ consumer brands keep multiplying right alongside them, now worth $7.96 trillion combined.
AI should be the thing that unlocks even more of this growth, but so far it's only automating 16% of marketing work, even as Gartner predicts 60% of brands will lean on agentic AI for 1:1 interactions by 2028.
That gap is where we come in. We want to unlock AI for you. At Klaviyo, we're building AI that automates, gets proactive, and keeps getting smarter—so you can spend less time on the busywork and more time building something huge.
So this year, we built the answer to those problems. I can't wait for you to see what it does.
Klaviyo is now headless
You shouldn't have to work where we decide you work.
Some of you love the Klaviyo UI. Some of you have moved into an LLM interface and haven't looked back. Some of you want APIs and commands. So, we opened the whole thing up.
With Klaviyo Headless, more than 260+ Klaviyo MCP tools and capabilities are callable directly from Claude, ChatGPT, or any AI system your team already uses. An agent can read, write, and go live the same way you would inside Klaviyo, without anyone opening Klaviyo at all.
There are already a lot of ways brands are using this. Some are building custom reporting dashboards in Cursor or Lovable with live Klaviyo data. Others are using MCP to automate a weekly performance review and post the findings straight to Slack. Or asking ChatGPT which product is trending this week, then having it draft the campaign, ready for you to send.
That’s the Klaviyo we are building for you. One that works anywhere and in any way you need it to.
New SQL support in Klaviyo Data Platform
Klaviyo has always been a data platform. Today that means hundreds of APIs and integrations, processing more than 4 billion signals a day. As that foundation grew, brands started asking for more than access to their data. They wanted to actually understand it, and use it wherever their team and their agents already work.
The challenge is that making sense of all that data has always required someone who can write a technical query. Today, Klaviyo is closing that gap by introducing SQL inside the Klaviyo Data Platform (KDP). With SQL, a marketer can ask a question in plain language, and Klaviyo translates that prompt into the right query, runs it against the brand's own data, and returns the answer along with the exact query that produced it. This means agents show their work, and asking the same question twice gets you the same answer, every time.
SQL is available in Composer today, in Preview, with Claude and ChatGPT support coming soon. It can query profiles, events, segments, lists, campaigns, and catalogs today, with forms, flows, templates, and custom objects coming soon.
The result is higher accuracy, faster responses, and fewer credits used per query. SQL in Klaviyo Data Platform is in Preview.
Personalisation is next generation
We're extending Marketing Analytics into a core layer of the platform, under a new name: Personalisation.
Here's how we built it. Instead of one general purpose model trying to answer every question about every customer, we built specialised models for each decision, sharing context across every channel. The model that predicts who's about to unsubscribe isn't the same model that predicts when someone will buy again - the signals behind them are different, and both shift depending on the channel and the customer.
Specialized models power every send:
- Who to reach: Using Audience Optimisation against live RFM (recency, frequency, monetary value) data.
- What to show them: Using 1:1 Content, Product Recommendations, and Discount Decisioning.
- When to reach them: Using Personalised Send Time.
- Where to reach them: Using Channel Affinity.
Three things keep this from being a black box:
- Transparency. It runs on top of the Klaviyo Data Platform––4 billion signals a day, across 9 billion profiles––and every property it calculates gets written back onto the profile itself, so you can see exactly what it knows about any customer, the whole way through.
- Choice. You choose what to optimise for - engagement, conversions––and set the guardrails. Klaviyo runs the individual decisions inside them, at scale.
- Experiment. Built-in testing measures lift against a real holdout of actual customers, so you never scale on faith alone.
Personalisation is in Preview.
Your agents just got a lot more proactive
New Composer capabilities
Composer isn’t another AI assistant waiting for a prompt. It’s an always-on marketing expert that proactively finds opportunities, recommends what to do next, and takes action. Grounded in Klaviyo’s customer data and 14 years of marketing expertise, Composer doesn’t just help marketers work faster—it helps them make smarter decisions and gets the work done.
Here is what is new in Composer:
- Analysis you can stand behind. Powered by the SQL engine, Composer goes deeper, and every answer comes with a citation you can check
- Scheduled tasks. Recurring audits replace one-time checks, so a monthly performance summary arrives on its own and an overlapping audience or a declining campaign gets caught before either costs you real revenue.
- Custom Composer Skills. Save your own proven approaches, like subject line standards, brand guidelines, or content hierarchy, as reusable context you don't have to repeat every time you prompt it.
- Coming soon: a new Klaviyo Mobile App, built around Composer, keeps you connected to a conversational analyst and campaign builder from anywhere.
Composer used to be something you prompted. Now it brings finished work to you.
New Customer Agent capabilities
Customer Agent has exchanged more than 1.3 million messages with customers since we first launched it, and brands like Naked Wardrobe use it to resolve 86% of their customers’ queries autonomously, and 94% of product recommendation queries.
Today, we’ve added three new capabilities to Customer Agent:
- International localisation. Customer Agent can now go global out of the box, supporting customers in more than 100 languages with automatic locale detection through Shopify Markets, and the right catalog, pricing, and currency for each market.
- Coming soon: Voice as a channel. It can take a phone call now, with the full context of a customer's history before it says hello. And, it handles the whole call from start to finish. No hold, no transfers, no repeating yourself.
- Smarter with every conversation. Each conversation becomes profile data available to Composer and the Personalisation layer, and auto-training and simulations let you tell Customer Agent how to improve in plain language.
Additional K:BOS announcements
We also launched onsite personalization powered by Customer Hub, Clicks to Bricks capabilities, and a Compliance Hub to support all of these new features and ensure you can build a truly omnichannel customer experience you and your customers trust with Klaviyo.
No matter where you work, how you run your brand, or how you think about change management in the AI era, we are here to help. These new features and capabilities extend Klaviyo even further so it can work harder for you—literally for you, if you want it to.
That’s the power of a strong data foundation, a consistently optimised Personalisation layer, and Agents that learn from every single data point, including from each other.
We’re here to help you power the next era of customer experience. And we’re just getting started.
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