Klaviyo has unveiled what it calls an AI-first
B2C CRM at its K:BOS event in Boston this week.
The goal is to unify data, marketing, service, and analytics in one platform, Klaviyo says in an
announcement.
Driven by artificial intelligence (AI), the CRM features two new agents — Marketing Agent and Customer Agent.
Marketing Agent is an autonomous teammate built
into the Klaviyo platform. According to Klaviyo, it replaces manual execution, turning a single URL into a marketing plan.
The new agent also writes on-brand content, personalizing every
send while the marketer sets the guardrails and approval processes, and it learns without prompting.
The other new agent, Customer Agent, delivers 24/7 personalized assistance to
consumers. It resolves common questions, recommends products, and escalates to a human agent when necessary, providing full context. Also embedded within Klaviyo’s CRM platform, Customer Agent
allows marketing and service teams to share the same data and a full conversation history.
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Klaviyo reports in its 2025 AI Shopping Index that 63% of consumers expect AI
assistants to be a normal part of online shopping by 2026.
The lesson for brands is that marketing and service teams cannot operate in silos.
The announcement claims that this is the
first B2C CRM in the AI era.
One client that has used the new CRM is Away. Valeria Dediu, vice president of growth marketing & ecommerce at Away, says: “With Klaviyo as our CRM,
our teams are free to focus on creativity and connection, while execution runs seamlessly in the background.”