Klaviyo has announced significant enhancements to its platform, focusing on improving real-time, cross-channel customer engagement.

Announced at K:LDN, Klaviyo's flagship European event, the new features include AI-powered capabilities designed for omnichannel marketing, such as RCS and WhatsApp integration. These enhancements are built on the Klaviyo Data Platform, which processes over 2 billion daily events across more than 7 billion customer profiles.

The platform enhancements aim to address issues related to fragmented tools and slow decision-making in marketing. Marketers will now be able to run campaigns across multiple channels, including email, SMS/RCS, push notifications, WhatsApp, and mobile, all from a single platform.

The Omnichannel Campaign Builder is currently in beta and is expected to be generally available in the third quarter of the year. Channel Affinity, powered by Klaviyo AI, is already generally available and is designed to learn customer preferences for channel and timing.

Native support for WhatsApp and RCS is also in beta and is anticipated to be generally available in the third quarter. Additionally, Multi-Touch Attribution is set to be generally available on June 30, offering real-time visibility into revenue drivers.

Klaviyo's research indicates that 54% of consumers ignore brand messages in at least one channel, while 77% shop across three or more channels. Klaviyo is a CRM platform specifically built for B2C brands, combining marketing automation, analytics, and customer service into one system. The company serves brands such as Mattel, Glossier, Core Power Yoga, and Daily Harvest.

CEO and co-founder of Klaviyo, Andrew Bialecki, said: "Marketing isn't broken-but the way brands have been forced to do it is. We're giving consumer businesses a fundamentally better system: one that's built on real-time insights, doesn't sacrifice scalability or performance, and helps them operate the way consumers behave: fluidly, across channels, in real-time."