Klaviyo just released its most AI-heavy update to date and it’s a real shift, not just another feature drop. With Composer, expanded Customer Agent capabilities, RCS messaging, and WooCommerce Customer Hub, the platform is moving toward automated execution, not just automation tools. For ecommerce brands, this means faster campaign production, more scalable support, and a new layer of leverage, if you use it properly.
Quick Summary
- Composer builds full campaigns from a single prompt
- Customer Agent now automates real support tasks
- RCS adds richer messaging to Klaviyo SMS
- WooCommerce merchants now get Customer Hub access
Composer: AI Campaign Builder (This Is the Big One)
Composer is the headline feature and it’s the closest thing Klaviyo has released to “AI running your marketing.”
Instead of building campaigns manually, you describe what you want:
“Spring sale for VIP customers”
“Win-back campaign for lapsed buyers”
And Composer generates:
- Audience segments
- Email + SMS copy
- Subject lines
- Send timing and logic
All in one go.
This isn’t generic AI either. It’s trained on 14+ years of Klaviyo data across billions of interactions, which means it’s pulling from real performance patterns, not just guessing what might work.
What’s Actually Useful
This is where most brands get it wrong:
Composer is not a replacement for strategy.
It’s a:
- Speed tool
- Ideation engine
- Testing accelerator
Where it shines:
- Drafting campaigns in minutes instead of hours
- Generating multiple angles quickly
- Creating variations for A/B testing
Honest Take
If you let Composer “run everything,” your marketing will get generic fast.
If you use it to:
- Generate 3–5 campaign directions
- Refine based on your data
- Test aggressively
It becomes a serious advantage.
Customer Agent: Real Automation (Not Just Chatbots)
Klaviyo didn’t just improve Customer Agent, they made it actually useful.
It can now handle:
- Order edits
- Returns
- Subscription changes
- Loyalty lookups
Out of the box, no custom setup required.
On top of that, Agent Guidance lets you control:
- Tone of voice
- Escalation rules
- Decision-making boundaries
So you’re not handing customer experience over to a black box.
Who This Matters For
This is a big deal if you:
- Have meaningful support volume
- Are hiring or scaling CX teams
- Want to reduce support costs without hurting experience
Who It Doesn’t Matter For (Yet)
If you’re:
- Early-stage
- Low ticket volume
- Managing support manually
This is probably overkill right now.
RCS Messaging: SMS, But Actually Interactive
RCS (Rich Communication Services) is now live inside Klaviyo, and it’s basically SMS upgraded to modern standards.
Instead of plain text, you get:
- Images
- Carousels
- Buttons
- Branded sender profiles
It works inside your existing SMS flows; no rebuild required.
Why This Matters
SMS has always been high-performing, but limited.
RCS changes that by:
- Increasing engagement potential
- Making messages feel more like an app experience
- Giving you more room to sell visually
This is especially strong for:
- Product launches
- Promotions
- High-consideration products
The Catch
Adoption isn’t universal yet.
Device and carrier support is still inconsistent, so:
→ Don’t build an RCS-first strategy yet
→ Layer it in where it’s supported
WooCommerce Customer Hub: Finally Caught Up
Customer Hub, previously Shopify-only, is now available for WooCommerce.
This is a big deal for non-Shopify brands.
Customer Hub brings:
- Unified customer profiles
- Self-service support
- Order tracking and account management
Into one interface powered by Klaviyo data.
Why It Matters
For WooCommerce brands, this closes a major gap.
You now get:
- Better customer experience
- More centralized data
- Stronger retention infrastructure
Without needing additional tools.
What You Should Actually Do With This Release
Most brands will read about these features… and do nothing with them.
That’s the mistake.
Here’s what’s actually worth doing right now:
1. Use Composer to Speed Up Campaign Production
- Don’t replace your process
- Use it to generate variations faster
- Test more angles, more often
2. Start Testing Customer Agent (If You Have Volume)
- Begin with simple use cases
- Monitor performance closely
- Gradually expand capabilities
3. Experiment With RCS — Don’t Rely on It Yet
- Add it to key flows or campaigns
- Track engagement vs SMS
- Scale only where it performs
4. WooCommerce Brands: Test Customer Hub Early
- Especially if retention or CX is weak
- This is one of the few real UX upgrades in the release
The Bigger Shift (This Is What Actually Matters)
This release isn’t just about features.
It’s about where Klaviyo is going:
From “tools you use” → to “systems that execute for you”
Composer builds campaigns.
Customer Agent handles support.
The platform is moving toward autonomous execution.
But here’s the reality:
The brands that win won’t be the ones who automate everything.
They’ll be the ones who:
- Use AI to move faster
- Test more aggressively
- Layer strategy on top of automation
AI doesn’t replace marketers.
It exposes who actually knows what they’re doing.
Final Take
This is one of the most important Klaviyo updates in years — but not for the reason most people think.
Not because it “does everything for you.”
Because it:
- Removes execution bottlenecks
- Increases testing velocity
- Gives smart teams leverage
If you’re already strong on strategy, this makes you faster.
If you’re not, it just makes you wrong — faster.
If you’re already using Klaviyo but not sure how to apply these updates properly, start with The Complete Klaviyo Guide for Ecommerce Brands to get the fundamentals dialed first.
Working with Klaviyo and not sure where to start with these updates? Talk to us.
