Singapore – Klaviyo’s report has outlined updates to its AI-powered marketing and customer service tools as new research from the company found that 81% of Singapore shoppers plan to use artificial intelligence to search for holiday gifts this season.
The findings, based on a survey of 500 consumers in Singapore, indicate that AI is influencing both product discovery and spending intentions. Around 31% of shoppers who use AI plan to spend more this year than last, compared with 10% of shoppers who do not use AI for shopping.
The report also found that 79% of shoppers planning to increase their spending had used an AI shopping assistant. Nearly one in five respondents listed AI assistants among their leading sources of gift ideas, ahead of brand emails.
The company shared updates to its marketing and customer service capabilities, including tools that use customer data to determine whom to contact, which content to show and when to send messages through customers’ preferred channels. Marketers can set goals and limits for these processes.
Composer, Klaviyo’s marketing agent, can now identify issues such as underperforming campaigns without waiting for a user prompt. Its Customer Agent can respond to shopper queries in more than 100 languages and display local currencies to support cross-border sales. Klaviyo has also expanded the language availability of its app and help centre, including Japanese.
“AI is changing how people discover and spend, and nowhere is that clearer than in Singapore,” said Ed Hallen, Co-founder and Chief Strategy Officer at Klaviyo.
“This holiday season, more shoppers will start with an AI assistant to find the right gift and will spend more. That’s a big opportunity for businesses who are ready to meet them. K is about sharing real-world insights from the region’s most successful brands who are already using unified customer data, AI agents and connected channels to create personalised customer experiences at scale,” Hallen continued.
The research also found that consumers are increasingly focused on the relevance of marketing messages rather than whether they were created by AI. Six in 10 respondents said they assumed brand messages were already AI-generated, while 55% said they did not mind whether content was written by AI or a person, provided it was relevant.
Email remained the leading communication channel, preferred by 52% of respondents. However, nearly half said they preferred SMS, WhatsApp or mobile app notifications.
“Consumers aren’t asking whether a brand used AI to create something. They’re asking whether it’s relevant to them,” said Jamie Domenici, Chief Marketing Officer at Klaviyo.
“AI should be doing the heavy lifting, not replacing the marketer. It gives us more time to focus on what makes a brand different, what customers actually care about and how we earn their trust. That’s where human judgment matters most,” Domenici continued.
