Klaviyo launches Klaviyo AI

Today, marketing automation platform Klaviyo launched Klaviyo AI, a new suite of AI-powered tools and features. The new tools aim to use AI-generated insights and messages, including product recommendations, for better deployment to the right customers at the right time.

Why we care. The big question for any AI updates is how the new tools will lead to conversions and other business goals. This comprehensive suite is geared toward that end, allowing marketers to input campaign goals into the genAI used to create emails and forms. The AI is informed by customer data and product data within the business. It also provides predictive analytics forecasts based on data across all of Klaviyo’s customers.

Features. New Klaviyo features use generative AI and other AI technology to create content and serve it to the right audiences. These features include:

• Segments AI, which quickly generates complex segments based on simple audience prompts;
• Email AI, a genAI tool for email campaigns that allows users to input campaign goals and create on-brand emails in seconds
• SMS AI uses AI to create SMS campaigns and generate fast SMS replies to customers and
• Forms AI, which uses AI to optimize web forms for conversion by testing multiple versions of the form to find the highest-converting display time.

AI capabilities. Klaviyo AI also provides these capabilities for users:

• Predictive analytics — forecasts next order date, lifetime value, spending potential, predicted demographics, and more to deliver relevant experiences that convert;
• Product recommendations — analyze all of a company’s products, narrow them down to the perfect ones for each individual consumer, and place those curated recommendations in emails automatically;
• Personalized benchmarks — show how key metrics stack up against similar brands across Klaviyo’s 135,000 customers; and
• A/B testing — handles all testing for sign-up forms, campaigns, flows, and more, automatically choosing and sending the winner based on statistical significance.

Dig deeper: New rules for bulk email senders from Google, Yahoo: What you need to know

AI roadmap. “We believe the future of marketing is autonomous — and that technology should make it easier for marketers to focus on what matters: ideas, strategy and creating,” said Andrew Bialecki, co-founder and CEO of Klaviyo, in a release. “We started with predictive analytics, to help anticipate consumer needs. We then expanded into generative capabilities to streamline work and accelerate content creation. Now we’re focused on autonomous AI, and creating a platform that continuously learns and adapts, refining strategies for the best outcomes in a fraction of the time.”