July 07, 2026
New Klaviyo Tool Turns Social Engagement Into Customer Data
Klaviyo has launched Klaviyo Social Marketing, a product that connects social media engagement to the omnichannel marketing systems consumer brands use to understand and convert customers. The autonomous B2C CRM says the tool brings signals from comments, direct messages, mentions, creator partnerships and user-generated content into the customer record, where most brands currently keep them separate from the rest of their marketing.
Social has become one of the most active channels for customer engagement, yet those interactions often live outside the systems brands rely on to market to people. Klaviyo Social Marketing pulls them into the CRM, giving marketers a complete view of each customer and a way to turn social activity into personalised campaigns across every channel.
What the Tool Does
The product works in three main ways. Social Auto-replies turn followers into subscribers by collecting email, text and WhatsApp consent along with zero-party data that customers share directly. Captured social interactions and engagement signals then enrich customer profiles, which marketers can use to build audiences, design targeted campaigns and automate outreach. A centralised content library stores owned and user-generated posts, and AI-powered insights surface the assets that perform best so teams can reuse them across campaigns and flows.
“For years, social has been one of the richest sources of customer insight, yet it has largely existed outside the systems brands use to build customer relationships,” said Jamie Domenici, Chief Marketing Officer at Klaviyo. She added that connecting social engagement to the rest of the customer journey helps brands turn one-off interactions into lasting relationships.
An early adopter, an Australian swimwear brand, worked with the product during its early rollout and grew its global ambassador programme to more than 130,000 members, five times its previous size, and collected more than 4,800 user-generated posts tagging it over the past year.
The launch adds to Klaviyo’s aim of building a single platform that combines customer data, marketing, service, analytics and AI. Brands weighing similar tools can compare the best AI CRM tools for 2026, while those still choosing between systems can weigh up CDP versus CRM.
AI Agents Enter the Flow
The social launch follows Klaviyo’s earlier move to put two AI agents into the same platform. The company said Composer, its AI marketing agent, was entering public beta alongside upgrades to Customer Agent, with both working from the same real-time customer data across marketing and service.
Composer audits every live campaign, flow and segment, then produces a ranked list of revenue opportunities. Ask it where to focus, and it can flag an underperforming abandoned-cart flow, a welcome journey losing new customers, or a lapsed segment of high-value buyers. Select one and Composer builds the full cross-channel campaign across email and text, drawing on 14 years of customer context and patterns from nearly 200,000 brands. Nothing goes live without approval.
Multiple brands have tested Composer during private beta, and one of them managed to surface collision issues across the company’s 113-flow library.
Because Customer Agent is pre-trained on a brand’s data, voice and policies and ships with pre-built retail skills and multi-lingual support, brands can run it from day one without engineering work. It completes returns, applies loyalty points and runs across web chat, email, SMS and WhatsApp. Teams building this kind of automation can also see which no-code AI agent builders hold up under pressure.
Composer’s public beta is live now, and Klaviyo says more Customer Agent functionality will roll out through 2026.
