Klaviyo Uses AI & Data to Solve Multichannel Marketing Challenges
▼ Summary
– Marketers face challenges with silos and fragmentation as consumers engage across multiple channels.
– Klaviyo introduced AI-powered features to help marketers deliver personalized, cross-channel experiences from a single platform.
– New tools include Omnichannel Campaign Builder, Channel Affinity, WhatsApp/RCS support, and Multi-Touch Attribution.
– Consumers prefer multichannel experiences, with 77% shopping across three or more channels and switching based on time of day.
– Klaviyo aims to provide a better marketing system with real-time insights and seamless cross-channel execution.
Modern marketers face a growing challenge as consumers increasingly interact with brands across multiple platforms simultaneously. This shift often creates fragmented workflows and inefficient processes that hinder campaign performance. Klaviyo has responded by unveiling new AI-driven solutions designed to streamline multichannel marketing efforts through unified automation and data-driven personalization.
At its recent K:LDN event, the company showcased enhancements to its Klaviyo Data Platform (KDP), which processes over 2 billion daily events across 7 billion customer profiles. These updates aim to eliminate the inefficiencies caused by disconnected tools and delayed decision-making. Marketers can now orchestrate campaigns seamlessly across email, SMS/RCS, push notifications, WhatsApp, and mobile, all from a single interface.
Key innovations include the Omnichannel Campaign Builder, currently in beta, which provides a centralized workspace for designing, executing, and analyzing cross-channel campaigns. The tool incorporates AI-optimized delivery and real-time insights, reducing manual effort and improving results. Another standout feature, Channel Affinity, leverages AI to identify individual customer preferences for engagement timing and platform, ensuring messages reach recipients when they’re most receptive.
For brands targeting global audiences, native support for WhatsApp and RCS (also in beta) enables richer, interactive messaging without requiring users to switch apps. Additionally, Multi-Touch Attribution, launching June 30, will offer marketers clearer visibility into which touchpoints drive conversions and revenue.
Recent research from Klaviyo’s 2025 Online Shopping Report underscores why these tools matter. Over half of consumers ignore brand messages in certain channels, holding out for better offers elsewhere. Meanwhile, 77% of shoppers use three or more channels and expect cohesive, personalized experiences. Preferences also vary by time of day, email and SMS perform best in mornings, while apps and social media dominate evenings.
Andrew Bialecki, Klaviyo’s CEO, emphasized that today’s marketing challenges stem from outdated systems, not flawed strategies. “We’re building solutions that mirror how consumers actually behave, moving fluidly between channels in real time,” he noted. By integrating AI with robust data infrastructure, Klaviyo aims to help brands replace guesswork with precision, turning multichannel complexity into a competitive advantage.
(Source: MarTech)
