Klaviyo and Google team up to integrate AI-powered data insights and automation, enabling brands to deliver smarter, real-time personalized customer journeys at scale.
Klaviyo, the autonomous B2C CRM platform, has announced a strategic partnership with Google aimed at ushering in a new era of AI-driven, autonomous customer experiences. The collaboration is designed to help brands deliver highly personalized, adaptive journeys that span the entire lifecycle—from product discovery and purchase to service and long-term loyalty—by combining Google’s expansive ecosystem with Klaviyo’s real-time customer intelligence and decisioning capabilities.
A Shift Toward Autonomous Commerce
As digital commerce continues to evolve, consumer behavior has become increasingly dynamic, fragmented, and mobile-first. Traditional marketing strategies built around static campaigns, scheduled email flows, and rigid customer journeys are struggling to keep pace. Customers now expect brands to understand their preferences instantly, respond in real time, and anticipate their needs across every touchpoint.
The Klaviyo–Google partnership addresses this shift by enabling what both companies describe as “autonomous experiences.” In this new model, software systems don’t simply execute pre-programmed tasks. Instead, they analyze live context, interpret customer intent signals, make intelligent decisions in the moment, and continuously refine those decisions as new data becomes available.
Andrew Bialecki, Co-Founder and Co-CEO of Klaviyo, emphasized this transformation, noting that commerce is entering a phase where software plays a more proactive role in shaping customer interactions. Rather than relying on marketers to manually orchestrate each journey, AI-powered systems can dynamically determine the next best action—whether that’s serving a tailored ad, initiating a conversational message, recommending a product, or providing proactive support.
Combining Search, Ads, AI, and Real-Time Data
The strength of this partnership lies in the integration of Google’s leadership across search, advertising, artificial intelligence, and messaging with Klaviyo’s robust data platform. Google captures billions of intent signals daily across its properties—from search queries and ad clicks to interactions within its messaging channels. Klaviyo, meanwhile, specializes in consolidating and activating first-party customer data for brands.
Through deeper product integrations and joint investments across Google’s ecosystem, brands can now connect discovery, engagement, and service into one continuous experience. Signals captured across Google surfaces can directly inform personalized actions inside Klaviyo. Each interaction—whether it begins with a search, a click, a message, or a purchase—flows back into a unified customer profile within the Klaviyo Data Platform.
This creates a powerful feedback loop. Customer intent captured through Google can trigger adaptive engagement through Klaviyo, and the results of those interactions can refine future outreach. The outcome is an always-on system that becomes smarter with every touchpoint.
Currently, the Klaviyo Data Platform processes approximately 3.4 billion daily customer interactions across more than 8 billion profiles. By connecting customer, purchase, and behavioral data in real time, the platform enables brands to personalize at scale without sacrificing speed or relevance.
Stephen Brough, Global GTM Head for RCS for Business at Google, described Klaviyo as a key marketing player in what he calls the era of “agentic commerce.” According to Brough, the deepened collaboration will help bring real-time customer intelligence to every consumer touchpoint—from ads and search to AI-powered messaging experiences.
What the Partnership Delivers Today
The announcement builds upon several integrations that are already live and available to brands.
Google Ads Integration:
Brands can use Klaviyo’s first-party customer data to enhance targeting and personalization across Google Ads. This allows marketers to reach audiences with more relevant creative and offers, while ensuring that campaign performance feeds back into a central customer profile.
BigQuery Integration:
Enterprise brands can centralize Klaviyo data within Google’s data warehouse, BigQuery. This enables advanced analytics, cross-channel reporting, and activation of insights across marketing and operational systems. By combining transactional, behavioral, and advertising data in one environment, brands gain a more comprehensive view of the customer journey.
Nano Banana Integration:
Through integration with Google’s Nano Banana technology, marketers can create richer, on-brand visual content using Klaviyo’s Remix AI image editor. This helps teams accelerate content production while maintaining brand consistency and personalization.
Together, these integrations provide a foundation for brands to move beyond disconnected marketing efforts and toward an integrated, intelligence-driven ecosystem.
RCS for Business: Messaging as the New Storefront
One of the most significant components of the partnership centers on RCS (Rich Communication Services) for Business. Unlike traditional SMS, RCS enables interactive messaging experiences that include product carousels, rich media, branded elements, and conversational AI—all within the native mobile messaging app.
RCS is emerging as a flagship channel for autonomous, conversational experiences. It turns messaging into a dynamic space where marketing and service converge. Rather than sending one-way promotional texts, brands can engage customers in interactive dialogues, recommend products in real time, answer questions through AI-powered agents, and guide users from discovery to checkout within a single thread.
Klaviyo is among the first companies globally to offer customers access to a Google Search-to-RCS experience. This feature enables consumers to initiate a conversation with an AI-powered Customer Agent directly from a search result. For example, a user searching for a product could begin a chat instantly, receive personalized recommendations, explore rich product displays, and complete a purchase without leaving the messaging interface.
The feature is currently available in a limited pilot with select customers, but it signals a broader shift toward conversational commerce embedded directly within search and messaging channels.
Jen-Ai Notman, Vice President of Marketing at POPFLEX, highlighted the impact of RCS for Business on brand engagement. She noted that messaging has evolved beyond a simple re-engagement tool and is increasingly functioning as a true storefront—one that reflects brand personality while supporting seamless discovery and conversion.
Protecting Data Ownership and Trust
A core principle underlying the partnership is the importance of first-party data and brand ownership. As privacy regulations tighten and third-party cookies phase out, brands are seeking ways to maintain direct relationships with their customers while leveraging advanced AI capabilities.
By integrating Google’s AI models and analytics more closely with trusted first-party data inside Klaviyo, brands can act on insights immediately—without relinquishing control of their customer relationships. This approach balances innovation with responsibility, ensuring that personalization efforts are built on transparent, consent-based data practices.
For Klaviyo, the collaboration reinforces its positioning as the central decisioning system where brands determine the next best action for every customer. For Google, it underscores the role of strategic technology partnerships in delivering AI-powered experiences across its vast ecosystem.
Defining the Future of Commerce
Looking ahead, Klaviyo and Google plan to deepen their collaboration across AI, analytics, and commerce experiences. As generative AI and agentic systems become more sophisticated, the ability to connect real-time customer data with intelligent automation will be critical to staying competitive.
The partnership envisions a commerce landscape where every interaction—whether through search, ads, messaging, or service—is context-aware and continuously optimized. Brands will be able to understand behavior at scale, predict intent more accurately, and respond instantly with meaningful, relevant experiences.
Ultimately, Klaviyo and Google aim to help define the future of commerce: one driven by conversation, powered by AI, and anchored in trusted customer relationships. By unifying discovery, engagement, and service into a seamless loop, they are positioning brands to thrive in an era where personalization is not optional—it is expected.
Through this strategic alliance, both companies signal that the next chapter of digital commerce will not be defined by isolated campaigns, but by intelligent systems capable of learning, deciding, and acting in real time—one customer, one conversation, and one decision at a time.
