Klaviyo, the autonomous B2C CRM, has announced major updates at K:BOS, its annual customer conference, to open its platform so brands can access Klaviyo from inside whatever AI tool they already use. The company is introducing a headless architecture, specialized personalization models, SQL inside the Klaviyo Data Platform, expanded autonomous agents, and voice as a new channel. The move addresses consumer businesses generating huge volumes of data that want to run CRM from Claude, ChatGPT, or custom agents rather than managing data inside one UI.
Klaviyo is opening up its platform with 260+ MCP tools and capabilities and 490+ APIs now accessible directly from Claude, ChatGPT, or any AI system a team already uses. A marketer can work from inside them, or an agent can read, write, and go live on its own, without ever opening Klaviyo's own interface. Brands are already using this architecture to build custom reporting dashboards in Cursor or Lovable with live Klaviyo data and to automate weekly performance reviews that post findings straight to Slack.
"An agent is only as useful as three things; whether it understands a brand's data, whether it can reach that understanding from wherever it's running, and whether it can act on it for every individual customer. Most platforms give a business one of those. With this launch, Klaviyo gives all three, built into one platform. That's what separates real infrastructure from a walled garden," said Andrew Bialecki, co-founder and co-CEO of Klaviyo.
Klaviyo has always been a data platform processing more than 4 billion signals a day through hundreds of APIs and integrations. Now SQL inside the Klaviyo Data Platform closes the gap for marketers who need technical queries. A marketer can ask a question in plain language through Composer, MCP, or another agent, and Klaviyo translates that prompt into a SQL query, runs it against the brand's own data, and returns the answer along with the SQL query that produced it. SQL is available in Composer and MCP as preview for profiles, events, segments, lists, and catalogs.
Personalization, formerly Marketing Analytics, brings scattered personalization tools into one layer with new functionality, control, and transparency. Instead of one giant model, specialized models now decide who to reach, what to show them, and when and where to reach them for every customer in real time, sharing same context across every channel.
More than 138,000 Klaviyo users rely on Composer to analyze performance and create campaigns. Now with SQL access, every answer is backed by verifiable citations. Teams can schedule tasks like monthly performance summaries, save proven workflows as Skills including subject line best practices and brand guidelines, and edit segments directly inside Composer. Composer is also first functionality available on new Klaviyo mobile app.
Customer Agent has exchanged more than 1.3 million messages and now goes global supporting 100+ languages with automatic locale detection through Shopify Markets and right catalog, pricing, and currency per region. Coming soon, voice will be added as new channel handling full calls start to finish with full context of customer history.
Additional updates include Customer Hub Live expanding web personalization, Clicks to Bricks preview targeting shoppers near location, Klaviyo Mobile App preview, and Compliance Hub coming soon for compliance health visibility.
About Klaviyo
Klaviyo is an autonomous B2C CRM that powers more valuable customer experiences. We unify a flexible, scalable data platform, intelligence that gets smarter with every interaction, and action across Marketing and Service to help businesses turn real-time customer data into personalization at scale. High-growth enterprises like Mattel, TaylorMade, Glossier, Liquid Death, Daily Harvest and more than 205,000 other paying customers leverage Klaviyo's actionable infrastructure and our more than 350 integrations to deliver measurable outcomes through faster, higher-quality experiences.
