• by Ray Schultz , Columnist, July 15, 2024

For all the talk about AI, B2C brands are struggling to use it for personalization at scale. 

Klaviyo is trying to help by updating its Klaviyo AI, a tool it launched in February. It offers three new features: Flows AI, personalized campaigns and review sentiment AI.

The goal is to “give marketers an edge — by anticipating what customers will buy, spotting trends in product reviews and generating complex marketing flows with a simple line of text,” says Jamie Domenici, CMO of Klaviyo.

Take the idea of A/B testing. Traditionally, the winning variation in A/B tests was sent to all subscribers. In contrast, AI can determine the winning version of an email or text campaign for each subscriber, and send it out instantly, Klaviyo claims. 

Then there is the issue of marketing flows. Most marketers stop after turning on 5-7 flows. But the new tool, Flows AI, will help them build flows with a prompt, while enhancing their ability to use segments for better targeting, Klaviyo claims.

The updated Klaviyo AI also includes a function for tracking review sentiment. It analyzes data from product reviews at scale to report positive and negative trends, the company says. 

It’s doubtful that most B2C firms are effectively using AI at this stage. But Tata Harper Skincare, one of several clients that have used Klaviyo AI since February, says it is. 

“The platform’s turnkey solution enables brands to easily leverage their customer data and utilize AI to make real-time optimizations, drive strategy, and stay at the forefront of marketing,” says Heidi Jessop-Maund, senior vice president of digital at Tata Harper.