An AI marketing assistant writes copy, answers performance questions, and drafts campaigns when you ask, but an AI marketing agent keeps going after you stop typing. It finds the opportunity, builds the work, and hands it to you to approve, so your week goes to the decisions only you can make.
Most marketing teams use AI one task at a time right now: a subject line here, a performance summary there. Each saves a few minutes. None of them changes how a campaign gets from idea to send.
That shift, from AI that helps with tasks to AI that moves the work, is what agentic marketing means, and it's what Composer, Klaviyo's AI marketing agent, is built for.
Why does a marketing agent matter?
AI is changing how your team works and how your customers shop. B2C marketing teams want to win customers back, and create amazing customer experiences. The welcome series, win-back campaigns, and segments you build are all there to earn that next order and add to that experience.
Spotting the next move your need to make and actually getting it live, though, is where a lot of marketing tactics (and revenue) fall flat. You can see the lapsed-buyer segment that deserves a campaign, but building the audience, writing the copy, checking it, and scheduling it eats the afternoon.
An AI marketing agent takes on that busywork: building audiences, drafting campaigns, auditing flows, and running your weekly performance review. You keep the judgement, including what the goal is, what sounds like your brand, and what goes live.
Why choose Klaviyo for your AI marketing agent?
Klaviyo is the agent-first operating system for B2C, and Composer is the marketing agent inside it. Composer works from your customer, campaign, flow, and performance data, plus Klaviyo expertise, so it starts with what it knows about your business.
Campaigns Composer generates are grounded in real customer data and shaped by 14+ years of marketing intelligence. You set the goal and the guardrails. Composer does the legwork, and cites its sources.
Find what matters
Most Monday mornings start with a dashboard and a hunch. Ask Composer, ‘Why are we pacing behind goal?’ and it digs through your campaign, flow, and performance data and comes back with an evidence-backed explanation.
Ask, ‘What should I focus on this week?’ and it names the highest-impact opportunity, explains why it matters, and recommends next steps.
Citations show the sources behind each answer, so you can check the findings before you act on them.
Create with your context
Composer already knows who bought from you last summer. Ask it to ‘create a reactivation campaign for customers who bought this summer but haven't purchased again’, and it builds the audience and drafts the campaign from your brand, customer data, and existing marketing.
Launching a product works the same way. Point Composer at the launch brief in Google Drive and the product data in Shopify, and it uses both to build the campaign in Klaviyo through Model Context Protocol (MCP) connectors. You start from a draft built on your own customers, and your time goes to editing it.
Keep the work moving
Flows rarely break loudly. An abandoned cart email stops pulling its weight, and it can be weeks before anyone looks.
Give Composer a standing task like 'Every Monday, review my campaigns and flows for anything that needs attention', and it runs the analysis on schedule and surfaces what it finds, no reminder needed. When it spots an underperforming flow, it recommends an improvement and prepares the change for your review.
Save your campaign QA checklist or weekly reporting method as a Custom Skill, and Composer reuses it without the full prompt. Human approval is built in and nothing goes live without it.
Key features of Klaviyo's AI marketing agent
Feature | What it does for you |
|---|---|
Account-aware analysis | Analyzes your campaigns, flows, forms, segments, and performance in the context of your account. |
Citations | Shows the sources behind each answer so you can validate the findings. |
Campaign and flow generation | Creates campaigns from a goal or brief, builds new flows, and improves the ones you already run. |
Segment generation | Builds a Klaviyo segment from a plain-language description of the audience you want. |
MCP connectors | Brings context from your connected business tools, like a launch brief in Google Drive, into Composer's work. |
Scheduled and recurring tasks | Runs audits and reviews on the cadence you set. |
Custom Skills | Saves your proven prompts, brand standards, and methods as reusable instructions. |
Human approval | Keeps you in control of what goes live. |
How to get started with your AI marketing agent
- Ask where to focus. Start with 'What should I focus on this week?' and let Composer surface the highest-impact opportunity in your account.
- Hand it a goal. Describe the outcome you want, like a reactivation campaign or a product launch, and Composer builds the audience and drafts the work.
- Review and approve. Check the copy, the audience, and the sources behind each recommendation. Nothing goes live until you say so.
- Put it on a schedule. Set a recurring review and save your proven prompts as Custom Skills, so the work keeps moving between check-ins.
Let agents do the work. You set the goals, the guardrails, and the bar for what reaches your customers.
Frequently asked questions about AI marketing agents
What's the difference between an AI marketing assistant and an AI marketing agent?
An AI marketing assistant responds to prompts: you ask for a subject line or a performance summary, and it delivers one. An AI marketing agent works toward a goal. It finds opportunities in your data, builds the campaign, flow, or segment, runs recurring reviews on a schedule you set, and brings the work to you for approval.
Does Composer send anything without my approval?
No. Composer prepares campaigns, flows, and changes for your review, and nothing goes live without human approval. You decide what reaches your customers.
What data does Composer use?
Composer works from your customer, campaign, flow, and performance data in Klaviyo, plus Klaviyo expertise and industry benchmarks. With MCP connectors, it can also pull context from connected business tools, like a launch brief in Google Drive or product data in Shopify. Citations show the sources behind its answers.