Klaviyo turns AI and data loose on the challenges of multichannel marketing

Marketers need to keep pace as consumers use an ever-increasing number of channels to engage with brands. That often leads to the type of silos and fragmentation they’ve battled for years.

Today, Klaviyo introduced new AI-powered product features at its K:LDN event in London to help marketers deliver personalized, cross-channel experiences from one platform.

Built on the Klaviyo Data Platform (KDP), which the company says processes more than 2 billion daily events across more than 7 billion customer profiles, the latest releases address fragmented tools and slow decisions caused by the need for integrations and data syncs. Marketers can now use Klaviyo to run campaigns across email, SMS/RCS, push, WhatsApp and mobile from one place.

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Among the new tools and capabilities introduced by Klaviyo:

Omnichannel Campaign Builder: A new canvas inside Klaviyo that marketers use to plan, launch and measure complex, multi-day campaigns across channels. It features built-in insights and AI-optimized delivery without forcing marketers to switch tools or duplicate work. Omnichannel Campaign Builder is in beta, with general availability planned for Q3.

Channel Affinity powered by Klaviyo AI: Uses AI to automatically learn each customer’s preferred channels and time to engage, then delivers messages where and when they’re most likely to convert. Channel Affinity is now available.

Native Support for WhatsApp and RCS: Allows brands to reach customers where they are with rich, interactive messages that boost engagement and drive action — all without leaving the messaging app. WhatsApp and RCS support are in beta, with general availability planned for Q3.

Multi-Touch Attribution: This will provide real-time visibility into what’s driving revenue and will be generally available on June 30.

Consumers favor multichannel experiences

The Klaviyo 2025 Online Shopping Report data supports the need to cater to consumers’ multichannel habits. The report found:

• 54% of consumers ignore brand messages in at least one channel, waiting for better offers elsewhere.
• 77% shop across three or more channels, expecting brands to deliver a connected, personalized experience.
• Consumers switch channels based on time of day, with email and SMS preferred most in the morning and apps or social in the evening.

“Marketing isn’t broken — but the way brands have been forced to do it is,” said Andrew Bialecki, CEO and co-founder of Klaviyo, in a statement. “We’re giving consumer businesses a fundamentally better system: one that’s built on real-time insights, doesn’t sacrifice scalability or performance, and helps them operate the way consumers behave: fluidly, across channels, in real-time.”