Last week I was joined by over 1,000 brand marketers at Klaviyo’s flagship London event, K:LDN, and left convinced that we're entering a different era for how marketers build, optimise and personalise campaigns with AI [AD]
With over 70,000 European brands using Klaviyo and 18 billion pounds of revenue driven through the platform, I was excited to learn more about how the customer buying journey is evolving.
During the event Klaviyo announced 3 huge updates:
1. AI is elevating your systems by becoming an operator
↳ Klaviyo announced Composer, an AI marketing agent that doesn't just generate your campaigns, but identifies opportunities across your account.
Composer recommends optimisations based on your customer data, brand voice and website so it can build campaigns for you with the right copy, creative and content.
The new feature is essentially an embedded marketing strategist, bringing best practices directly into Klaviyo, and allowing marketers to review and approve before anything goes live.
For example, identifying opportunities such as an abandoned cart flow or a welcome journey about why new customers are dropping off before completing their first purchase.
2. The walls between marketing and customer service are breaking down
↳ Klaviyo’s Customer Agent is trained on your brand, customer history and business rules, allowing it to handle conversations across email, web chat, SMS and WhatsApp.
Customer Agent works hand in hand with Composer to create a consistent customer experience across every brand touchpoint.
3. Your social audience can now become part of your CRM
↳ The announcement I found most interesting was a new product, Klaviyo Social Marketing, which brings your Instagram audience into your customer data.
As acquisition becomes more expensive (it costs 7x more to acquire a new customer than to retain one) this makes it more important than ever for brands to nurture existing audiences across channels.
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It was also an honour to spend time interviewing Klaviyo's Chief Marketing Officier, Jamie Domenici.
We spoke about how AI is changing the role of the modern CMO, why personalisation still requires trust, and how AI agents are changing the way brands respond to competitive marketing moments such as the World Cup.
K:LDN reminded me that AI will never replace marketers.
But it can remove the repetitive work so teams can spend more time on strategy, creativity and building better customer relationships.
As marketers, it remains our job to continue to understand our customers, earn their trust and deliver exceptional value.
If you didn’t attend K:LDN this year, make sure it’s on your marketing calendar for 2027!
And for my US community in Boston, K:BOS will be returning during September 9-10th 2026.
Learn more about Klaviyo and their announcements over at: https://lnkd.in/eeNxM_ac
