Singapore – Klaviyo has entered into a strategic collaboration with Google aimed at enabling brands to deliver more adaptive, AI-enabled customer interactions spanning discovery, purchase, support and loyalty. The agreement combines Google’s capabilities in search, digital advertising, AI, and messaging with Klaviyo’s customer data infrastructure and automated decision systems to support more responsive engagement models.
The partnership reflects a broader shift in commerce towards systems capable of interpreting real-time customer signals and determining appropriate actions dynamically. Rather than relying on fixed campaign structures, brands are expected to benefit from tools designed to adjust to individual behaviour and context as it changes across digital channels.
Under the arrangement, product integrations and coordinated development across Google’s ecosystem will allow customer intent signals gathered from Google platforms to inform actions within Klaviyo’s platform. Interaction data can then be consolidated into unified customer profiles to support consistent engagement. Klaviyo’s data platform processes billions of daily interactions across billions of customer profiles, connecting transactional and behavioural information in real time.
“Commerce is entering a phase where software doesn’t just execute tasks, it makes decisions,” Andrew Bialecki, co-founder and co-CEO of Klaviyo, stated.
“Together with Google, we’re expanding how AI and customer data power experiences across commerce, messaging, and real-world interactions, helping brands build loyalty, make buying easier, and retain full ownership of their customer relationships.”
Existing integrations between the two companies include connectivity with Google Ads, enabling businesses to apply Klaviyo data to audience targeting and personalisation across Google properties and RCS messaging.
RCS for Business is positioned as a key channel within the collaboration. The messaging standard supports interactive features such as product displays, multimedia content and conversational exchanges within native mobile messaging applications. Klaviyo is participating in a limited pilot that connects Google Search directly to RCS messaging, enabling consumers to initiate conversations with AI-powered customer agents from search results.
“Google views Klaviyo as a key marketing player in this new era of agentic commerce,” Stephen Brough, global GTM Head at RCS for Business, commented.
“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.”
Both organisations indicated that further development is planned across AI, analytics and commerce-related applications. The partnership is intended to bring advanced modelling and analytical capabilities closer to first-party customer data, with the stated objective of enabling businesses to interpret behavioural signals at scale while retaining control over their data assets.
The collaboration reflects continued investment by both companies in AI-supported customer engagement and the integration of marketing, messaging and commerce technologies across their respective platforms.
