Google and Klaviyo Team to Help Brands Improve Customer Experiences

Google has teamed with marketing automation platform Klaviyo to help brands offer “AI-driven” customer experiences.

The partnership, announced Tuesday (Feb. 24), aims to combine Google’s expertise in search, advertising, artificial intelligence (AI) and messaging with Klaviyo’s real-time customer data and decisioning.

The goal, the companies said in a news release, is to help brands trade “static campaigns” for experiences that automatically adapt to consumer behavior and intent.

“Commerce is entering a phase where software doesn’t just execute tasks, it makes decisions,” said Andrew Bialecki, Klaviyo’s co-founder and co-CEO.

“Together with Google, we’re expanding how AI and customer data power experiences across commerce, messaging, and real-world interactions, helping brands build loyalty, make buying easier, and retain full ownership of their customer relationships.”

With this collaboration, customer intent signals captured across Google can inform personalized actions within Klaviyo with every interaction feeding back into a trusted customer profile. The companies say these experiences are powered by Klaviyo’s data platform, which processes 3.4 billion daily customer interactions across more than 8 billion profiles, tying together customer, purchase, and behavioral data in real time.

“Google views Klaviyo as a key marketing player in this new era of agentic commerce,” said Stephen Brough, global GTM head, RCS for business at Google.

“This deepened collaboration across our two companies and product lines will help Google bring real-time customer intelligence to every touchpoint a consumer has – from ads to AI.”

Research by PYMNTS Intelligence shows that roughly 70% of consumers trust AI agents to do shopping for them, though they still want to have some oversight where payments are concerned.

“Consumers are not rejecting autonomy,” PYMNTS wrote last month. “They are insisting that it be interruptible. Interest rises sharply when systems allow users to preview actions, approve transactions, undo decisions and escalate to human review.”

In related news, PYMNTS recently examined the implications of Google’s agentic commerce partnership with Walmart.

“For decades, eCommerce followed a familiar architecture: static search bars funnel customers to lists of products, and the consumer then navigates brand websites and marketplaces to complete a purchase,” the report said, noting that this model is at odds as consumers expect more fluid interfaces that anticipate their needs.

Walmart and Google’s collaboration could invert this paradigm. Instead of entering keywords into a website, consumers will engage Google Gemini with natural language prompts, and the AI assistant will tap into Walmart’s catalog to offer recommendations “and, crucially, the option to purchase without leaving the chat interface.”