B2C marketing is moving past static campaigns and into something more dynamic: software that doesn’t just automate workflows but makes decisions in real time.

That’s the vision behind a new strategic partnership between Klaviyo (NYSE: KVYO) and Google. The companies say they’re joining forces to help brands deliver autonomous, AI-driven customer experiences that span product discovery, purchase, service, and loyalty—without sacrificing ownership of first-party data.

In practical terms, this means tighter integrations across Google’s search, advertising, AI, and messaging ecosystem, combined with Klaviyo’s real-time customer data and decisioning engine.

The goal: move brands beyond rigid customer journeys toward adaptive systems that respond to live intent signals.

From Static Journeys to Autonomous Decisions

Traditional marketing automation relies on predefined flows. A customer clicks an ad, enters a nurture sequence, receives scheduled emails. It works—until customer behavior doesn’t follow the script.

Klaviyo and Google are betting on a different model: autonomous experiences.

Instead of fixed workflows, brands can leverage live intent signals captured across Google properties—Search queries, ad interactions, messaging engagements—and feed them directly into Klaviyo’s data platform. The system then decides what action to take next, in the moment, and refines those decisions as new data arrives.

Andrew Bialecki, Klaviyo’s Co-Founder and Co-CEO, framed the shift succinctly: commerce software is entering a phase where it doesn’t just execute tasks—it makes decisions.

Behind that shift is scale. Klaviyo says its data platform processes 3.4 billion daily customer interactions across more than 8 billion profiles, unifying purchase, behavioral, and engagement data in real time.

That dataset becomes more powerful when paired with Google’s reach across discovery and engagement surfaces.

What’s Live Now

The partnership builds on integrations already in place, but with deeper collaboration and joint investment.

Current capabilities include:

• Google Ads integration: Brands can use Klaviyo’s customer data for more granular targeting and personalization across Google Ads and RCS experiences.

• BigQuery integration: Enterprise teams can centralize Klaviyo data inside BigQuery for advanced analytics and activation.

• Nano Banana integration: Marketers can create and refine visual assets via Klaviyo’s Remix AI image editor, powered by Google technology.

These integrations effectively connect discovery (ads and search), engagement (messaging), and analytics (data warehousing) into a more unified stack.

For enterprise brands juggling fragmented marketing tools, that cohesion is appealing—especially as privacy regulations and platform changes push companies toward deeper reliance on first-party data.

RCS: Messaging as a Storefront

One of the more forward-looking components of the partnership centers on RCS for Business.

RCS for Business is Google’s upgrade to traditional SMS, offering richer messaging experiences that include product carousels, interactive elements, and conversational AI—all within native mobile messaging apps.

Klaviyo is among the first globally to offer access to a Google Search-to-RCS experience. In a limited pilot, consumers can initiate a conversation with an AI-powered customer agent directly from search results.

That turns messaging into more than a re-engagement channel. It becomes a transactional interface.

For brands like POPFLEX, messaging is evolving into what its VP of Marketing described as a “true storefront”—a mobile-native environment where discovery, conversation, and conversion happen in one place.

If widely adopted, RCS could challenge the dominance of standalone chat apps and branded mobile apps as primary engagement hubs.

The Bigger Shift: Agentic Commerce

This partnership also reflects a broader industry movement toward “agentic commerce,” where AI agents manage significant portions of the customer journey autonomously.

In this model:

• Search intent becomes immediate personalization fuel.

• Ad engagement updates customer profiles in real time.

• Messaging interactions dynamically alter offers or recommendations.

• AI agents handle service conversations without losing brand context.

For Google, aligning with Klaviyo reinforces the importance of first-party data partnerships as third-party signals decline. For Klaviyo, it positions the platform as the central decisioning layer—the system where brands determine what happens next for each customer.

The subtext is competitive. Major marketing clouds are racing to integrate AI agents deeply into commerce stacks. By pairing its CRM and data infrastructure with Google’s distribution and AI capabilities, Klaviyo strengthens its position in the increasingly crowded B2C AI platform market.

Why It Matters for Brands

For marketers, the appeal is clear:

• Faster response to live customer intent

• More cohesive cross-channel experiences

• Reduced reliance on brittle, rule-based journeys

• Retention of first-party data ownership

The challenge will be operational maturity. Autonomous systems require clean, trusted data and thoughtful oversight. AI that makes decisions in real time also needs guardrails to ensure brand consistency and compliance.

But the direction of travel is evident. As consumer behavior grows more dynamic and mobile-first, static campaigns are losing ground to adaptive systems.

Klaviyo and Google are positioning this partnership as infrastructure for that next phase—where discovery, conversation, and conversion flow continuously, guided by AI and anchored in trusted customer data.

If agentic commerce is the future, this collaboration aims to supply the engine.

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