Google & Klaviyo deepen AI pact for agentic commerce

Google and Klaviyo have struck a strategic partnership to connect Google's advertising, search, and messaging products with Klaviyo's customer data platform and decisioning tools.

The tie-up focuses on automating customer interactions across the shopping journey, from discovery to purchase and service. Messaging-particularly Rich Communication Services (RCS)-is positioned as a key channel for more conversational brand experiences.

Klaviyo markets itself as an autonomous business-to-consumer customer relationship management provider. It works with retail and consumer brands that use customer data to run marketing campaigns, service interactions, and loyalty programmes.

Agentic commerce

The partnership reflects a broader shift toward commerce systems that use artificial intelligence to make real-time decisions, rather than relying on predefined campaigns and fixed customer journeys. Klaviyo describes this approach as "agentic commerce", with shoppers interacting with AI shopping agents through conversation.

Andrew Bialecki, Klaviyo's co-founder and co-CEO, framed the announcement as part of that transition.

"Commerce is entering a phase where software doesn't just execute tasks, it makes decisions," said Andrew Bialecki, Co-Founder and Co-CEO, Klaviyo.

He said the companies will work across "commerce, messaging, and real-world interactions" and stressed that brands will retain ownership of customer relationships.

Signals and profiles

A key element of the partnership is the use of intent signals from Google's services. Those signals could inform actions within Klaviyo, with resulting interactions feeding into a single customer profile held in Klaviyo.

Klaviyo said its data platform processes 3.4 billion daily customer interactions across more than 8 billion profiles, connecting customer, purchase, and behavioural data in real time.

Stephen Brough, Google's global GTM head for RCS for Business, said Klaviyo will be an important marketing partner as AI-driven shopping tools become more common.

"Google views Klaviyo as a key marketing player in this new era of agentic commerce," said Stephen Brough, Global GTM Head, RCS for Business, 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," he added.

Existing integrations

The announcement also highlighted existing integrations between the two companies. These include a Google Ads integration that uses Klaviyo data for audience targeting and personalisation across Google, as well as messaging experiences that use RCS for Business.

A BigQuery integration is also live, allowing brands to centralise and activate Klaviyo data inside Google's data warehouse.

The companies also pointed to an integration involving Nano Banana, which they described as enabling marketers to create on-brand marketing content using Klaviyo's Remix AI image editor.

Messaging focus

RCS for Business is central to the collaboration. RCS is a messaging standard used by mobile operators and device makers that supports richer content than traditional SMS.

Google said RCS for Business can enable more interactive messaging, including product carousels, rich media, and conversational interactions in a native mobile messaging environment.

Klaviyo said it is among the first companies globally to offer customers access to a "Google Search to RCS" experience. The feature is designed to let consumers start a conversation with an AI-powered customer agent, and is in a limited pilot with select customers.

One early user referenced in the announcement was apparel brand POPFLEX, which said messaging is becoming more central as shoppers spend more time on mobile.

"RCS for Business allows us to show up in a way that actually reflects the POPFLEX brand - personal, interactive, and intentional," said Jen-Ai Notman, Vice President of Marketing, POPFLEX.

"As the customer journey becomes increasingly mobile, messaging isn't just a re-engagement tool anymore. It's becoming a true storefront - a place where discovery, connection, and conversion can all happen seamlessly," Notman said.

Next steps

The companies plan to broaden their collaboration across AI, data, and commerce-related experiences. They aim to bring analytics and AI models closer to customer data, focusing on acting on insights quickly while maintaining data ownership and trust.

They also said the partnership will include deeper product integrations and joint investment across Google's ecosystem, with an emphasis on connecting advertising, discovery, engagement, and service into a continuous experience.