Klaviyo ships a lot, and most feature roundups read like press releases. This one is filtered for ecommerce brands: what launched at K:LDN (June 30, 2026) and K:BOS (September 9 to 10, 2026), what is worth testing this quarter, and what can wait.
The short version: the most useful additions are Composer for faster campaign and flow work, Customer Agent for service and sales automation, and the new SQL access for answering questions about your own data. Klaviyo going "headless" is a bigger deal for teams building AI workflows than for the average marketer today.
Quick view: what to test, what to watch
| Feature | What it does | Status (as of Oct 2026) | Worth testing now? |
|---|---|---|---|
| Composer | AI marketing agent that audits accounts and drafts flows, segments, campaigns, and push from a prompt | Public beta since June 30 | Yes |
| Customer Agent | AI agent for service and sales across web chat, email, SMS, WhatsApp | Expanded; 100+ languages | Yes, for brands with high support volume |
| Klaviyo Headless | 400+ tools and nearly 500 APIs callable from Claude, ChatGPT, or custom agents | Announced at K:BOS | For technical and AI-forward teams |
| SQL access in Klaviyo Data Platform | Ask questions in natural language, see the underlying query | Preview at K:BOS | Watch, request access |
| Personalization (formerly Marketing Analytics) | One decisioning layer: audience optimization, 1:1 content, product recommendations, discount decisioning, send time, channel affinity | Rolling out; not everything is GA | Yes, selectively |
| Klaviyo Social Marketing | Connects Instagram DMs, comments, and mentions to Klaviyo profiles | GA July 7 | Yes, if Instagram is a growth channel |
| Customer Hub and onsite personalization | Onsite experiences driven by Klaviyo data | Live and expanding | Evaluate |
| Clicks to Bricks, Compliance Hub | Offline attribution and compliance tooling | Previews | Watch |
| Product feeds for SMS and RCS, WhatsApp Channel Affinity | Richer messaging and channel selection | Shipped May 2026 | Yes, for SMS programs |
1. Composer: your AI marketing agent
Composer is Klaviyo's AI agent for marketing work. Since its public beta, it can audit an account and create flows and campaigns from a prompt. Klaviyo has also described it drafting flows, segments, and push messages from a single prompt, and working on scheduled and recurring tasks that surface opportunities or performance drops without someone starting a new analysis.
Where it helps:
- First drafts of flows and campaigns so strategists start from 70 percent, not zero
- Account audits that flag gaps in flow coverage or segmentation
- Routine performance questions that used to take a report build
Where to stay careful:
- Review every flow it builds before launch. Check triggers, filters, exclusions, and sending limits.
- Brand voice still needs a human editor.
- Keep a human approving anything that sends.
2. Customer Agent: service and sales in the same tool
Customer Agent answers shoppers using their Klaviyo profile, interaction history, your brand content, and connected tools. It now responds in the shopper's language across web chat, email, SMS, and WhatsApp, and it ships with eight built-in skills, including product and policy questions, recommendations, order tracking, returns and exchanges, order changes, subscription management, and loyalty lookup. Custom skills and HTTP-connected tools are in open beta, and Klaviyo has teased voice as a future channel.
Best fit: brands with high ticket volume on repetitive questions (where is my order, how do I skip a shipment). Measure deflection rate and resolved-conversation quality, and review transcripts weekly in the first month.
3. Klaviyo goes headless
At K:BOS, Klaviyo announced that more than 400 tools and nearly 500 APIs can now be called from Claude, ChatGPT, or a custom agent without opening the Klaviyo interface, subject to account role and connector scope.
In practice, this means a marketer can ask an AI assistant to pull campaign performance, draft a segment, or run a task against live Klaviyo data. That reduces tool-switching and opens the door to custom workflows.
Caution: treat access like any integration. Use least-privilege roles, limit which actions an agent can take, and require approval before anything sends or changes a live flow.
4. SQL access in the Klaviyo Data Platform
Marketers can ask a question in natural language through Composer, MCP, or another AI interface. Klaviyo translates it to SQL, runs it against your Klaviyo data, and returns both the answer and the query. Seeing the query matters, because you can check the logic instead of trusting a black box.
This was in preview at K:BOS. If you have messy cohort, LTV, or product-affinity questions that your team has been exporting to spreadsheets, ask your Klaviyo rep for early access.
5. Personalization: one decisioning layer
Klaviyo renamed Marketing Analytics to Personalization and grouped its capabilities into one layer: audience optimization, 1:1 content, product recommendations, discount decisioning, personalized send time, and channel affinity. Not every capability is generally available yet.
Start with: product recommendations in post-purchase and winback flows, and discount decisioning to stop giving the same offer to everyone. Hold out a control group so you can see true incremental revenue.
6. Klaviyo Social Marketing
Generally available since July 7, it connects Instagram DMs, comments, and mentions to Klaviyo profiles, so social engagement becomes first-party data you own. It is a strong fit for brands whose customers talk to them in the DMs. See our post on what K:Social unlocks for paid social and retention for how to connect this to paid media.
7. Messaging updates: RCS, product feeds, WhatsApp
May 2026 brought product feeds for SMS and RCS and WhatsApp Channel Affinity, which helps decide which channel to use per customer. If you are testing RCS, product feeds are what let you personalize carousels at scale. See RCS vs SMS: What Ecommerce Brands Need to Know.
What can wait
- Anything labeled preview or beta that you cannot test on a low-risk flow
- Voice for Customer Agent, which was only teased
- Compliance Hub and Clicks to Bricks, unless you run retail or a heavy compliance load
How to roll out new features without breaking what works
- Pick one feature and one flow or campaign.
- Define the success metric before you start (revenue per recipient, resolution rate, time saved).
- Hold out a control.
- Run for a full purchase cycle, not three days.
- Document results and decide: scale, tweak, or drop.
FAQ
What is Klaviyo Composer?
An AI marketing agent that audits accounts and drafts flows, segments, campaigns, and push messages from prompts.
What does Klaviyo headless mean?
Klaviyo's tools and APIs can be called from AI assistants such as Claude and ChatGPT or custom agents, without opening the Klaviyo interface.
Is Customer Agent included in my plan?
Availability depends on your Klaviyo plan. See Klaviyo's K:BOS 2026 update for current details.
Is the new SQL access available now?
It was in preview at K:BOS. Ask Klaviyo for access.
How ATTN helps
ATTN is a Klaviyo Platinum partner agency. We test new features against real client programs before recommending them, and build the testing plan, guardrails, and reporting. If you want a roadmap of which new features to adopt first for your brand, talk to our retention team.
ATTN is a marketing agency, not a law firm. This article is general information, not legal advice. Laws and carrier rules on consent, messaging, and privacy change often and vary by state and situation, so consult your own attorney before making decisions about your program.