AI agents for B2C CRM
Generated by Klaviyo AI
Klaviyo introduces Marketing Agent and Customer Agent as built-in AI assistants within its B2C CRM. The post explains how these agents automate campaign execution, personalise customer interactions, and connect marketing, service, and data on one platform, alongside several new AI and data capabilities.
- AI-first B2C CRM: Marketing Agent and Customer Agent position Klaviyo as an AI-first B2C CRM that unifies data, marketing, service, and analytics in a single platform.
- Marketing Agent automation: Marketing Agent turns a URL into a complete, on-brand marketing strategy with campaigns, flows and forms, then launches them in minutes within user-defined guardrails.
- Always-on content engine: Marketing Agent continuously generates and quality-checks campaign ideas using brand voice, performance data, and current industry and seasonal trends, providing four new ideas each week.
- Customer Agent service: Customer Agent provides 24/7, on-brand support across channels, handling common questions, personalised recommendations, and seamless handovers to human agents with full context.
- Additional AI features: The release also highlights MCP Server for external AI models, Data Warehouse Import, Image Remix, an expanded app marketplace, omnichannel attribution, and Personalised Send Time (Beta).
The built-in agents plan and launch marketing campaigns in minutes, personalise every send, resolve customer requests, and keep humans in the loop
BOSTON, MA, 25 September 2025: Today, at its flagship event K:BOS, Klaviyo (NYSE: KVYO) unveiled its Marketing Agent and made its Customer Agent widely available. Together, they establish Klaviyo as the AI-first B2C CRM, unifying data, marketing, service and analytics on one platform to give consumer brands a competitive advantage. These agents lay the foundations for Klaviyo’s vision of becoming the first autonomous B2C CRM designed for the AI era.
Built on top of Klaviyo’s data platform (KDP), Klaviyo’s AI-first B2C CRM, now includes:
- Marketing Agent: Autonomously plans and launches campaigns in minutes, creates on-brand content, personalises every send, and continuously learns without prompting.
- Customer Agent: Delivers 24/7 personalised assistance to consumers by resolving common questions, recommending products, and escalating to a human agent with full context when needed.
Marketing Agent: Plan, Create, Launch. Instantly.
Marketing organisations are at breaking point. AI offers an opportunity to redefine how work gets done, but most teams lack the resources to seize it. They’re operating with fewer resources, tighter budgets and mounting pressure to demonstrate ROI, all while being buried in manual execution.
B2C brands don’t need another AI tool; they need software that works where they do, understands their brand, and runs campaigns within the guardrails they set.
Marketing Agent delivers exactly that. It’s an autonomous team-mate built into the Klaviyo platform that takes on the heavy lifting of manual execution and kick-starts creativity. In minutes, it turns a simple URL into a complete marketing plan with ready-to-send campaigns, flows and forms. It writes on-brand content, personalises every send and keeps improving while you set the guardrails and approval processes.
Marketing Agent capabilities include:
- Start Fast: Your marketing essentials Paste in your URL, and Marketing Agent learns your brand’s voice and catalogue, then returns a unique marketing strategy or campaign in minutes.Launch with a single click: Everything is written, designed, and ready to go live. Simply review and approve. On-brand, by design: Trained on your brand voice, industry benchmarks, and performance; every message is checked for quality, with guardrails in place.
- Get a strategy in minutes: Paste in your URL, and Marketing Agent learns your brand’s voice and catalogue, then returns a unique marketing strategy or campaign in minutes.
- Launch with a single click: Everything is written, designed, and ready to go live. Simply review and approve.
- On-brand, by design: Trained on your brand voice, industry benchmarks, and performance; every message is checked for quality, with safeguards in place.
- Scale Content: An on-demand content strategist at your fingertips Generate inspirational campaign ideas whenever you need them.Stays on-trend: AI learns from and draws on the latest industry, competitor, market and seasonal trends to stay timely and relevant. Quality-tested: Campaigns and strategies are vetted and compared against your brand’s own tone, style and historical performance data to ensure quality. Always-on: Provides four fresh campaign ideas each week.
- Ideas that never run dry: Generate inspirational campaign ideas whenever you need them.
- Stays on-trend: AI learns from and incorporates the latest industry, competitor, market and seasonal trends to remain timely and relevant.
- Quality-tested: Campaigns and strategies are vetted and compared with your brand’s own tone, style and historical performance data to ensure quality.
- Always-on: Provides four fresh campaign ideas each week.
“Often, marketers dream bigger than the tools at their disposal. The biggest ideas don’t just need execution; they need creative thought partners to truly take flight. With Marketing Agent, we’re delivering both: the capacity to turn bold ideas into reality and an AI partner to push their creativity further,” said Andrew Bialecki, Co-Founder and CEO of Klaviyo. “It’s about turning vision into action, and creativity into growth – all at the speed of AI.”
“Our customers are at the heart of everything we do at Away. They shape our brand, guide our innovation, and influence every campaign we bring into the world,” said Valeria Dediu, VP of Growth Marketing & Ecommerce at Away. “As we continue to grow, our priority remains the same: putting our customers first, evolving with their needs, and building a true sense of community. With Klaviyo as our CRM, our teams are free to focus on creativity and connection, while execution runs seamlessly in the background.”
Customer Agent: Turning Conversations Into Conversions
According to Klaviyo’s 2025 AI Shopping Index, 63% of consumers expect AI assistants to be a normal part of online shopping by 2026. Meeting that expectation means marketing and customer service can’t operate in silos. They have to work together in real time. Customer Agent makes that possible.
As part of Klaviyo Service, alongside Customer Hub and Helpdesk, Customer Agent acts as a personalised 24/7 AI assistant for consumers. It can resolve issues, answer product questions, recommend products, offer expert on-brand advice, and escalate with full context. Embedded directly within Klaviyo’s CRM platform, Customer Agent bridges marketing and service so teams share the same data and full conversation history.
Customer Agent capabilities include:
- 24/7 availability: Brand-trained assistance across chat, SMS, email and, soon, WhatsApp, answering questions about delivery, sizing, order status, returns and more.
- Personalised recommendations: Consumers can add to basket, apply promotions, and complete purchases.
- Support throughout the journey: Handles pre- and post-purchase questions such as order status, returns and subscriptions.
- On-brand responses: Trained on storefronts, policies, help documents and Klaviyo data, ensuring responses are always on-brand and take customer context into account.
- Best-in-class quality: Industry-leading response quality and resolution rates
- Seamless handovers to human agents: Support teams receive the full conversation history, so nothing gets lost.
- Fast setup: Automatically imports a brand’s shopfront and supporting pages, so any business can get started on day one.
Marketing Agent and Customer Agent are generally available from today. For more details click here.
What Else Is New
At K:BOS, Klaviyo unveiled a number of updates, including:
- MCP Server: Enable secure connections to external AI models such as Claude and ChatGPT directly from Klaviyo
- Data Warehouse Import: Sync enriched data and models from Snowflake and BigQuery directly into Klaviyo
- Image Remix: AI-powered image editor inside Klaviyo
- Expanded App Marketplace: Discover, install, and leverage pre-built applications with Klaviyo
- Omnichannel Attribution: Report across Klaviyo and non-Klaviyo channels for a unified, accurate view of revenue impact
- Personalised Send Time (Beta): Optimise delivery by sending each message at the time an individual is most likely to engage
About Klaviyo
Klaviyo (CLAY-vee-oh) (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI capabilities, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to understand their customers and grow faster. Klaviyo helps over 205,000 brands, including Mattel, Glossier, Daily Harvest, and Liquid Death, deliver personalised experiences at scale, improve efficiency, and drive revenue.
Disclaimer: K:AI Marketing Agent and K:AI Customer Agent are currently available in English. Additional languages will be available in 2026.
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