Klaviyo unveils AI Composer for marketing campaigns

Klaviyo has introduced an AI tool called Composer that generates marketing campaigns from natural-language prompts, as part of a broader expansion of its AI agents and product updates.

Composer lets marketers describe a campaign objective in plain language and receive a draft campaign ready for review. It can generate audience segments and messaging across channels, and assess existing automated flows by identifying where customers drop out.

The product draws on data from Klaviyo's platform, including customer profiles, behavioural signals and performance information from billions of interactions. The aim is to ground outputs in live customer context rather than generic templates.

Composer is currently in private beta, and marketers must approve anything before it goes live.

The launch comes as software groups push AI systems deeper into routine commercial tasks, particularly in marketing and customer service. Klaviyo presented the release as part of a broader shift from software that assists with individual tasks to systems that can assemble and carry out larger parts of a workflow.

"The execution layer in software is moving from humans to agents," said Andrew Bialecki, co-founder and co-chief executive of Klaviyo.

"What matters now is having both the agents that do the work, and the infrastructure that gives them the full picture of the customer. That's what we're building at Klaviyo," he said.

Alongside Composer, Klaviyo expanded its Customer Agent product with retail-focused functions including order tracking, returns and exchanges, subscription editing and loyalty lookup.

These additions are built on the same data platform as its marketing tools, allowing the service agent to access the same customer profile brands use for communications and targeting. Klaviyo also introduced Agent Guidance, which lets brands set tone of voice, communication preferences and rules for when customer conversations should be passed to a human staff member.

Broader update

Klaviyo also announced more than 75 product changes across marketing, service and analytics. These include the general availability of RCS messaging, Instagram auto-replies and personalised onsite banners within its Customer Hub product.

Other updates include identity resolution for customers with multiple email addresses, as well as changes to audience optimisation, personalised send times and next-best product recommendations. Klaviyo also added a WooCommerce integration for Customer Hub.

The company said it now serves more than 193,000 paying customers. It also pointed to more than 14 years of marketing data and billions of consumer interactions as part of the information base supporting Composer's outputs.

Industry analysts said the launch reflects a broader movement in enterprise software towards AI systems taking on more complete tasks. Vendors across sales, marketing and support software have been introducing tools that move beyond drafting content or answering questions and instead try to assemble and manage end-to-end work under human supervision.

"We're seeing a shift from AI assisting discrete tasks to taking on more complete workflows across marketing and customer engagement," said Gerry Murray, research director for marketing and sales technology at IDC.

"Capabilities like Klaviyo's Composer highlight how quickly this model is evolving, helping organizations move faster while maintaining control over the customer experience," he said.

For Klaviyo, the release also shows how closely it is tying new AI functions to its existing customer data platform. That reflects a wider competitive pattern in the software market, where providers argue that AI tools are more useful when linked to live operational and customer information rather than used as stand-alone assistants.

Klaviyo did not disclose pricing for Composer, but said brands can sign up for the private beta. It positioned the tool as a way to reduce the time needed to create campaigns that previously took days, while keeping final approval with marketers.

The additions also suggest Klaviyo is trying to span both revenue generation and customer support within the same product environment. New service functions such as returns and order tracking move the company more directly into post-purchase interactions, as software suppliers compete to build broader customer management offerings around unified data.

Customer Agent can now handle order tracking, returns and exchanges, subscription editing and loyalty lookup without custom development or lengthy configuration, according to the company.