Klaviyo, a CRM platform tailored for B2C brands, has introduced a major AI-driven upgrade to its marketing platform, aimed at unifying customer engagement across multiple channels.

Revealed at its flagship European event, K:LDN, the latest features empower brands like Castore, AS Beauty, and Paul Smith to orchestrate personalized marketing campaigns across email, SMS, RCS, push notifications, and WhatsApp—all from a single platform.

The enhancements are built on the Klaviyo Data Platform (KDP), which processes over 2 billion daily events across more than 7 billion customer profiles. This update addresses a long-standing issue in marketing: the inefficiencies caused by disjointed tools and delayed decision-making. Marketers can now execute campaigns faster, with greater accuracy, and without the cost or hassle of multiple integrations.

Among the headline features is the Omnichannel Campaign Builder (currently in beta, set for general release in Q3), which allows marketers to design, deploy, and monitor multi-day campaigns across several channels. Meanwhile, Channel Affinity, now generally available, uses Klaviyo AI to identify each customer’s preferred engagement channel and timing, boosting message relevance and conversion rates.

Also in beta are native integrations with WhatsApp and RCS, enabling brands to send rich, interactive messages directly within those apps. Additionally, Multi-Touch Attribution, going live on June 30, will help brands understand the full customer journey by showing what’s truly driving revenue beyond the final click.

“With Klaviyo, we’ve stopped guessing and started scaling,” said Max Holland, Senior CRM Manager at Castore. “Their AI helps us make data-backed decisions and operate at the speed our business demands.”

These innovations come at a time when consumer behaviors are increasingly complex. A new Klaviyo study reveals that:

  • 54% of shoppers ignore brand messages in at least one channel.
  • 77% use three or more channels when shopping and expect a cohesive experience.
  • Consumer preferences shift throughout the day, with mornings favoring email and SMS, and evenings leaning toward apps and social platforms.

“Marketing isn’t broken, but the traditional systems powering it are,” said Andrew Bialecki, CEO and Co-Founder of Klaviyo. “Our new capabilities give brands a system that matches how consumers behave—fluidly, across channels, in real time.”

Rory Sutherland, Vice Chairman at Ogilvy, echoed this sentiment, emphasizing the importance of adapting to real-world consumer behavior rather than forcing logic where it doesn’t apply.

Currently, Channel Affinity is live for all customers, with Multi-Touch Attribution following on June 30. Other features, including the campaign builder and WhatsApp/RCS integrations, are in beta and expected to roll out later this year.

Klaviyo’s 2025 Online Shopping Report surveyed 2,000 consumers globally to uncover these insights into evolving digital shopping habits.

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News Source: Businesswire.com