Klaviyo opens Composer beta & expands Customer Agent

Klaviyo has moved its AI marketing agent, Composer, into public beta and expanded its Customer Agent service product. The tools are designed to work together within the company's customer relationship management platform.

Both products use the same real-time customer data across marketing and customer service. Klaviyo says this allows brands to draw on information from both functions in one system, rather than run separate AI tools that do not share data.

Composer is aimed at marketing teams and is designed to identify revenue opportunities across existing campaigns, flows and audience segments. Users can ask the tool where to focus, after which it audits live activity and produces a ranked list of areas that may need attention.

Examples include an abandoned cart flow that has been underperforming, a welcome journey where new customers do not complete a first purchase, or a segment of higher-value buyers who have not been contacted for 90 days. Composer can then recommend changes and build an email and text campaign for review before launch.

Nothing is sent without approval. Klaviyo says Composer draws on a brand's own campaign results and customer signals, as well as patterns from nearly 200,000 brands that use its software.

Shared data

Customer Agent is focused on service interactions and uses the same customer record as Composer, including purchase history, loyalty status, shopping cart activity and previous marketing engagement.

This allows the service tool to tailor replies and recommendations using a broader customer history than many stand-alone service bots. When Customer Agent handles a conversation, it writes back information such as preferences, product interests and intent signals to the customer profile, which can then inform later marketing activity.

The flow also works in the other direction. Engagement with campaigns created through Composer can shape how Customer Agent handles a later service exchange.

Jamie Domenici, Chief Marketing Officer at Klaviyo, outlined the company's view of the market. "Businesses aren't struggling because they lack AI tools - they're struggling because most AI can't act on the context that matters," Domenici said.

"The next era of consumer experiences will be defined by companies that can combine AI with deep customer understanding to move faster, personalize better, and turn customer insights into growth. Composer and Customer Agent help brands put that understanding to work," she said.

Early users

Several brands had early access to Composer during a private beta, including AS Beauty, Spanx and Dermalogica. According to Klaviyo, those users used the tool to find issues and opportunities internal teams had not had time to identify.

One example came from AS Beauty, which used Composer's flow audit feature to review a large automation library. "The visibility Composer provided was unbelievable. It didn't just identify issues, it helped us understand the context behind them," said Katherine Cabe, Senior Director of Retention Marketing at AS Beauty.

"Composer's Flow Audit tool surfaced collision issues across our 113-flow library, showing us where automations were unintentionally competing for the same customers, creating unnecessary message volume, and potential revenue loss," Cabe said.

Service tools

For Customer Agent, Klaviyo says brands can launch using pre-trained data based on their own voice and policies, along with pre-built functions for common retail interactions and multilingual support. Users can also create new service experiences through prompts.

One example involved a running brand building a product recommendation quiz. In that scenario, the system would generate the questions, logic and suggested products.

Customer Agent can also take actions rather than only present information. These include completing returns and applying loyalty points. The product can run across web chat, email, SMS and WhatsApp, or be embedded in custom interfaces.

Broader push

The update reflects a broader race among software providers to show that AI products can deliver measurable commercial returns rather than operate as isolated assistants. Klaviyo's approach centres on combining marketing and service activity around a single customer profile within its business-to-consumer CRM system.

Klaviyo says it serves more than 196,000 paying customers. Composer is now in public beta, while Customer Agent is already available as a full AI-based service platform, with further functions due later this year.