Klaviyo Expands Its Platform at K:BOS Event

Klaviyo at its K:BOS annual customer conference announced major updates to its CRM platform so companies can get more out of their artificial intelligence and agents, better understand their data, and personalize every experience with models built for each decision. Klaviyo is also opening up its platform, so users can access Klaviyo from inside whatever AI tool they already use.

Klaviyo is opening up its platform with more than 260 MCP tools and capabilities and more than 490 APIs now accessible directly from Claude, ChatGPT, or any other AI systems. Marketers can work from inside them, or agents can read, write, and go live on their own without opening Klaviyo's interface.

"An agent is only as useful as three things; whether it understands a brand's data, whether it can reach that understanding from wherever it's running, and whether it can act on it for every individual customer. Most platforms give a business one of those. With this launch, Klaviyo gives all three, built into one platform. That's what separates real infrastructure from a walled garden," said Andrew Bialecki, co-founder and co-CEO of Klaviyo, in a statement.

Klaviyo also introduced SQL inside the Klaviyo Data Platform (KDP), enabling marketers to ask questions in plain language, through Composer, MCP, or another agent, and Klaviyo translates that prompt into a SQL query, runs it against the companies' own data, and returns the answer along with the SQL query that produced it.Today, SQL can be accessed in Composer and MCP. It can query profiles, events, segments, lists, and catalogs.

Klaviyo also upgraded Personalization, formerly known as Marketing Analytics, with new functionality, more control, and more transparency. Specialized models now decide who to reach, what to show them, and when and where to reach them, for every customer, in real time. Each model shares the same context across every channel and is transparent and configurable.

Klaviyo also added to Composer, enabling it to analyze performance and create campaigns. Now, with access to SQL, Composer can go even deeper, with every answer backed by a citation a marketer can verify. Users can now schedule tasks, like a monthly performance summary, or catch a declining campaign before it costs real revenue. Skills let a team save its own proven workflows, like subject line best practices, brand guidelines, or content hierarchy. And segments can now be edited directly inside Composer.

Composer is also the first functionality available on the new Klaviyo mobile app.

Additionally, Customer Agent has gone global out of the box, supporting customers in more than 100 languages with automatic locale detection through Shopify Markets, and the right catalog, pricing, and currency for every region.

Additional Klaviyo updates announced at K:BOS included the following:

• Customer Hub expansion to bring more web personalization functionality.
• Clicks to Bricks, to target shoppers who are actually near a location.
• Compliance Hub, to see compliance health instantly and stay ahead of new regulations as companies scale.

Klaviyo also announced an integration with MNTN, providers of a performance marketing platform for connected TV, bringing MNTN Performance TV into email and text marketing workflows.

The two-way native integration enables marketers to use Klaviyo audiences on MNTN Performance TV and the TV ad exposure to trigger automated email and SMS journeys in Klaviyo. Companies can now activate their highest-value Klaviyo audiences, including repeat buyers, cart abandoners, and lapsed customers, on MNTN Performance TV. After a customer is exposed to a Performance TV ad, marketers can automatically trigger personalized email and text message flows in Klaviyo.

"TV has always been great at starting conversations. It just wasn't invited to the follow-up," said Mark Douglas, CEO of MNTN, in a statement. "Integrations like this unlock the credibility and scale that TV can deliver for brands of any size. Performance TV can now be a part of the customer journey from first impression through conversion and beyond."

"Marketing automation shouldn't stop short of TV," said Eddie O’Brien, senior vice president of global partnerships and alliances at Klaviyo, in a statement. "Brands already rely on Klaviyo to build lasting customer relationships. By bringing Performance TV into those same workflows, marketers can reach their most valuable audiences on the biggest screen in the home and continue the conversation across all of the biggest channels."