Klaviyo launches headless CRM for AI tools & agents

Klaviyo has launched a headless version of its customer relationship management platform, opening the system to direct use by external AI tools and agents.

Marketers and automated agents can now access Klaviyo through more than 260 MCP tools and 490 APIs, including from systems such as Claude and ChatGPT, without using Klaviyo's own interface.

The update is part of a broader set of product changes focused on data access, analytics and personalisation. Klaviyo also introduced SQL querying within its data platform, renamed its Marketing Analytics product as Personalisation, expanded its Composer assistant and said voice will be added to its Customer Agent service.

For marketers, the headless approach means teams can work with customer data and trigger actions from software they already use. Brands are already using the architecture to build custom reporting dashboards and automate weekly performance reviews that can be sent to workplace messaging tools.

Andrew Bialecki, Co-Founder and Co-Chief Executive Officer at Klaviyo, outlined the company's view of the shift toward AI-led workflows.

"An agent is only as useful as three things; whether it understands a brand's data, whether it can reach that understanding from wherever it's running, and whether it can act on it for every individual customer. Most platforms give a business one of those. With this launch, Klaviyo gives all three, built into one platform. That's what separates real infrastructure from a walled garden," said Andrew Bialecki, Co-Founder and Co-Chief Executive Officer at Klaviyo.

Data access

Klaviyo processes more than 4 billion signals a day across its platform. The addition of SQL inside the Klaviyo Data Platform is intended to let marketing teams run more advanced queries on their own, rather than relying on specialist data staff.

Under the new setup, a user can ask a question in plain language through Composer, MCP or another agent. The system converts the request into a SQL query, runs it against the company's data, and returns both the answer and the query used to produce it. The SQL function is currently available in preview through Composer and MCP.

At present, the SQL tool can query profiles, events, segments, lists and catalogues. Forms, flows and custom objects will be added later, alongside a layer that allows brands to define their own metrics and properties more clearly across the business.

Personalisation layer

Klaviyo has also reorganised its analytics and targeting tools under a product now called Personalisation. The change is designed to bring together functions that had previously been spread across different parts of the platform.

Rather than relying on a single model, the Personalisation layer uses separate models to decide who should be targeted, what content they should receive, and when and where messages should be delivered. Klaviyo said those models share the same context across the channels a brand uses and can be configured by customers.

Composer and voice

Composer, Klaviyo's assistant for campaign creation and performance analysis, has also been expanded. With SQL access, the tool can answer more detailed questions and attach a citation that users can check against the underlying data.

Users can now schedule recurring tasks such as monthly performance summaries, identify campaigns that are weakening, store internal workflow rules as reusable "skills", and edit audience segments directly inside Composer. Composer is also the first feature available through Klaviyo's new mobile app preview.

Customer Agent, which has already handled more than 1.3 million customer messages, is also being expanded. The tool now supports more than 100 languages with automatic locale detection through Shopify Markets, and can present the relevant catalogue, pricing and currency for each region.

Voice is due to become a new channel for Customer Agent, allowing the system to handle a call from start to finish using the customer's previous history. Klaviyo also outlined other product additions, including more web personalisation in Customer Hub, location-based targeting through Clicks to Bricks, a compliance dashboard and broader mobile app access.

Klaviyo said it has more than 205,000 paying customers, including brands such as Mattel, TaylorMade, Glossier, Liquid Death and Daily Harvest.