Klaviyo Brings Custom AI Skills to Customer Agent, Built on its CRM

Key Terms

crm technical

Customer relationship management (CRM) is the set of tools, practices and software companies use to track and manage interactions with customers and potential customers, like an organized digital address book combined with a sales coach. It matters to investors because effective CRM systems can boost sales, improve customer retention and lower marketing costs, which directly affects revenue growth and profit margins — key drivers of a company’s value.

ai agent technical

An AI agent is software that uses artificial intelligence to observe data, decide on actions, and carry them out with little or no human intervention. For investors, AI agents matter because they can automate tasks like trading, customer support, or data analysis, potentially boosting efficiency, lowering costs, and changing a company’s competitive edge—much like a tireless, adaptable assistant running parts of a business continuously.

custom skills technical

Custom skills are tailored capabilities or features built to perform specific tasks that general tools cannot do, like adding a specialized app to a smartphone or a unique tool to a worker’s toolbox. Investors care because these bespoke abilities can create competitive advantages, open new revenue streams, reduce operational cost, or require ongoing investment in development and talent—factors that affect a company’s growth potential and risk profile.

tech stack technical

A tech stack is the set of software, tools and infrastructure a company uses to build, run and maintain its digital products—think of it as the toolkit and building materials behind a website or app. For investors it matters because the stack affects how fast a company can add features, control costs, scale to more users and stay secure; a modern, well-integrated stack can mean lower risk and better growth potential.

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BOSTON--(BUSINESS WIRE)-- Klaviyo (NYSE: KVYO), the autonomous B2C CRM, today announced the launch of Custom Skills for Customer Agent, a major update that gives brands the ability to extend their AI agent beyond out-of-the-box capabilities and build customer experiences unique to their business on the same CRM foundation that already powers their marketing.

Customer Agent already handles order tracking, returns, and product recommendations. Custom Skills takes it further, letting brands define their own logic in plain language, build skills from scratch, customize how existing ones behave, and connect it to any system in their tech stack.

Every brand manages customer interactions in their own unique ways – a luxury brand handles a return differently than a global retailer with multiple product lines. A subscription brand has different loyalty mechanics than a one-time purchase brand. As AI agents become the primary experience for managing customer service, brands need agents that reflect how their business actually works.

With Custom Skills, the result is a new category of customer experiences, ones that can only exist when an AI agent knows the customer as well as the brand does, for example:

• Reservation concierge: A dynamic, conversational assistant that learns preferences across sessions and can suggest and make reservations at restaurants, hotels, and other venues based on evolving customer behavior.
• Personalized gifting advisor: A guided experience that helps shoppers find the perfect gift for someone else without impacting their own customer profile - maintaining clean data while delivering highly relevant recommendations.
• Connect to physical world systems: From store locators to appointment booking to warranty claims, agents can now coordinate digital and physical experiences through connected systems.

“We’ve trusted Klaviyo for years, so when Customer Agent launched, we moved immediately,” said James Thorngren, Marketing Director at Naked Wardrobe. “Now, with Customer Agent, AI is out there styling our customer, answering questions, selling the right piece, at two in the morning when our team is asleep.”

Why this matters: redefining customer service on a CRM foundation

Most AI-powered service tools are built as stand-alone systems or on legacy helpdesks, which manage tickets but lack the customer context needed to make interactions personal and actionable. Customer Agent is fundamentally different because it’s built directly on Klaviyo’s data platform, meaning every interaction is informed by real-time customer context like purchase history, browsing behavior, and loyalty status. And every conversation and resolution is written back to the same profile to improve future service interactions and fuel better personalized, marketing experiences.

“At the core, this is about where AI lives,” said Andrew Bialecki, co-founder and co-CEO of Klaviyo. “As AI becomes a primary interface for customer interactions, this architectural difference becomes more important. When brands can provide immediate context, resolve requests, and confidently guide the next step for customers, they will have an advantage. Klaviyo’s autonomous approach – building agents where the data already lives – positions Custom Skills not just as a feature, but as part of a longer-term structural advantage in how brands deliver customer experiences.”

Custom Skills is available now in managed beta. Brands can learn more about Customer Agent and Klaviyo’s other AI-powered offerings here.

About Klaviyo

Klaviyo (CLAY-vee-oh) 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 193,000 other paying customers leverage Klaviyo’s actionable infrastructure and our more than 350 integrations to deliver measurable outcomes through faster, higher-quality experiences.

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View source version on businesswire.com: https://www.businesswire.com/news/home/20260430205802/en/

Press
Danielle Zanatta
press@klaviyo.com

Source: Klaviyo, Inc.