Klaviyo’s 2025 BFCM Report shows loyalty and AI personalization driving $3.8B in revenue as discounts fall and intentional shopping surges.

Klaviyo has released its 2025 BFCM Recap Report, and the results upend years of retail assumptions. Instead of aggressive markdowns fueling demand, this year’s record-setting performance was powered by repeat buyers, AI-driven personalization, and a more intentional shopper mindset.

Across Thanksgiving through Cyber Monday, Klaviyo delivered 22.7 billion messages, a 25% year-over-year jump. Those interactions generated more than $3.8 billion in attributed revenue, cementing Klaviyo’s influence across BFCM. And while discounting across ecommerce declined 10% year-over-year, consumer spending actually climbed 11%, giving brands clear proof that trust beat promotions.

One of the most striking insights: one in every twenty dollars spent online in the US during BFCM originated from a Klaviyo-delivered experience. Health & Beauty and Apparel led growth, with 14% and 11% year-over-year increases.

Loyalty wasn’t just a talking point—it was the engine. Same-site sales rose 11% year-over-year, powered by a 13.5% surge from repeat customers. Brands leaned into VIP access, early drops, and personalized offers rather than broad, margin-cutting discounts. Shoppers responded by spending more time evaluating purchases too, with product views up 41%. Average selling price and order value increased as consumers deliberately bought from brands they trusted.

Discounts, meanwhile, played a supporting role. Daily markdowns never crossed the 30% threshold for Klaviyo brands, a notable shift from previous years. Brands offering the lightest discounts saw the fastest growth at 14% year-over-year. Only Home & Garden bucked the trend, as larger-ticket items still needed deeper cuts to move. Across most categories, restrained promotions didn’t dampen demand, underscoring how confidence in a brand can outweigh the appeal of a bargain.

Klaviyo CEO Andrew Bialecki said the data confirms a broader consumer shift: people want meaningful, relevant experiences—not transactional blasts. AI helped marketers meet that shift at scale, delivering smarter segmentation and personalized timing across every channel. Trust mixed with intelligent targeting turned out to be the winning formula.

AI’s impact extended well beyond message delivery. This BFCM, more than half of consumers planned to use AI assistants to compare products and identify deals. That behavior powered what Klaviyo calls “agentic commerce”—shopping journeys guided by automated research and curated suggestions. Brands met that moment with a 45% jump in AI-driven recommendations, driving a 71% spike in revenue tied to those messages.

Onsite behavior changed as well. Personalized pages built with Customer Hub brought together product recommendations, fit guidance, and even shipment tracking. Visitors who interacted with these pages viewed 2.4 more pages per session, signaling stronger purchase intent and deeper exploration.

Klaviyo Service matured into a conversion driver too. Apparel, beauty, swimwear, and athletic brands relied on the AI Customer Agent to handle fit questions, product guidance, and gifting decisions. By reducing uncertainty, brands converted more curious shoppers into confident buyers.

The channel mix also shifted. Mobile messaging surged as consumers bounced between screens and stores. Text revenue climbed 25% year-over-year as send volume grew 34%, boosted further by early RCS adoption. Across Klaviyo’s ecosystem, email and SMS generated 42% of total revenue—and rose to 43% on peak days. Even more compelling: customers receiving messages across both channels placed 11% more orders and viewed 71% more products.

For brands like Filson, the week wasn’t about volume alone. Zach Solomon, Director of Ecommerce and CRM, noted that BFCM is a chance to reinforce brand values while driving sales. With Klaviyo, Filson blended loyalty-driven access with intentional storytelling, treating each touchpoint as an opportunity to build trust—not just ring up a transaction.

Klaviyo’s report makes the takeaway clear. AI and loyalty are rewriting the rules of BFCM. As shoppers become more selective, brands that combine relevance, restraint, and personalization won’t just win Cyber Week—they’ll win the year.

AI’s rapid acceleration isn’t just reshaping B2B marketing workflows—it’s forcing organizations to rethink how decisions get made. That’s the premise behind ChatB2B, a new weekly podcast designed for B2B practitioners who want sharper clarity and stronger perspectives as the industry moves through a pivotal technological shift.

Hosted by Andrew Au, Co-CEO of Intercept and a recognized technology expert featured in Forbes, Bloomberg, BNN, and Business Insider, the show aims to cut through hype and focus on real operational change. Each episode features candid conversations with B2B marketing leaders who explain what’s working now, what’s noise, and how AI is altering campaigns, content creation, and go-to-market operations.

ChatB2B debuts with three conversations that reflect the breadth of AI’s influence across the B2B ecosystem:

Episode 1 — Mike Thibodeau, Google Cloud

Sales Enablement in the Era of AI: Are We in an AI Bubble?

Au and Thibodeau break down how AI is reshaping sales enablement, particularly as revenue teams face content overload and longer, more complex buyer journeys. The discussion explores whether AI is driving efficiency or inflating expectations—and what “enablement” will really mean in 2025 and beyond.

Episode 2 — Jonna Bell, Qualcomm

The New Partner Marketing Playbook

As channel programs become more content-heavy and resource-intensive, AI is changing how global partner teams operate. Bell explains how Qualcomm is personalizing content, simplifying workflows, and scaling partner support in ways traditional systems couldn’t handle.

Episode 3 — Josh Chiavaroli, Intel

What AI Really Means for Your Marketing Career

For marketers assessing their future skill sets, Chiavaroli offers a grounded perspective. Drawing on experience across OEM and silicon businesses—and teaching—he outlines which capabilities are rising in value and what responsibilities humans should continue to own, even in an AI-first environment.

With AI transforming everything from message orchestration to organizational decision-making, ChatB2B enters the market as a guide for practitioners still trying to make sense of this rapid evolution. Early episodes suggest a show focused not on theory, but on practical frameworks B2B leaders can apply immediately.

ICR is strengthening its global governance advisory business, and Latin America is now front and center. The strategic communications and advisory firm has appointed Mónica Jiménez González as Principal for Latin America, deepening its regional expertise as demand grows for sophisticated governance and sustainability counsel.

Jiménez will be based in Bogotá and reports to Gabriel Hasson, Global Head of Governance and Shareholder Advisory. Her mandate spans governance strategy, investor engagement, ESG integration, and activism readiness—areas that have become essential for companies navigating tighter regulations and higher investor expectations.

With more than 20 years of cross-border corporate leadership across Latin America and Canada, Jiménez brings a portfolio that reads like a blueprint for modern governance. She previously served as Chief Strategy, Sustainability & Legal Officer at GeoPark and held senior leadership roles at Ecopetrol. Her tenure on the ICC International Court of Arbitration and her ongoing board responsibilities across energy, financial services, retail, and infrastructure further diversify her expertise.

Her appointment signals a targeted push by ICR to expand capabilities in a region where corporate governance standards are rapidly modernizing. Investor scrutiny is rising, and companies are under pressure to demonstrate clear sustainability pathways, transparent decision-making, and credible engagement with stakeholders. Jiménez arrives with experience that blends regulation, strategy, and boardroom dynamics—a combination that is increasingly rare and highly valued.

Hasson noted that Jiménez’s arrival elevates the firm’s ability to guide companies through evolving expectations from global investors. He emphasized her decades of board-level insight as a differentiator in an advisory landscape where ESG and governance expectations continue to accelerate.

Michael Fox, Managing Partner at ICR, reinforced the strategic importance of this move. He highlighted ICR’s long-standing work supporting Latin American companies pursuing US IPOs and expanding into North America. Jiménez’s network and regional knowledge, he said, will strengthen the firm’s position as a trusted partner for companies navigating governance complexities across borders.

For Jiménez, the role offers a natural extension of her work at the intersection of sustainability, legal strategy, and corporate leadership. She praised ICR’s disciplined governance approach and expressed enthusiasm for advising clients navigating rapid market shifts. Her focus will include board performance, sustainability integration, activism preparedness, and governance under stress—core issues for both public and private companies under rising institutional investor scrutiny.

ICR’s move reflects broader industry trends. Governance and sustainability are no longer siloed functions; they are now intertwined with growth strategy, risk management, and valuation. As global markets tighten expectations, advisory firms that combine deep regional insight with global expertise stand to shape the next phase of corporate transformation.

Jiménez’s appointment underscores that direction. Latin American companies are increasingly competing on global stages, and a sophisticated governance strategy is becoming a prerequisite. With ICR expanding its international footprint, this move positions the firm to meet rising demand from regional companies looking to strengthen trust, credibility, and long-term resilience.

Her academic background is as global as her professional portfolio, with degrees and executive training from Universidad de Los Andes, Universidad Externado, the London School of Economics, Harvard Business School, and Kellogg Executive Education.

As governance challenges grow more complex, ICR is clearly betting on seasoned leadership to help clients navigate what’s next.

Proofpoint is upping its marketing firepower. The cybersecurity and compliance heavyweight has named Joyce Kim as its new Chief Marketing Officer, a move that signals the company’s intent to scale faster and sharpen its position in the rapidly evolving AI-driven security landscape.

Kim steps in immediately and reports directly to CEO Sumit Dhawan. Her mandate is broad: elevate Proofpoint’s global brand presence, strengthen demand acceleration programs, and advance the company’s go-to-market strategy at a time when AI is reshaping the security ecosystem. Proofpoint is leaning heavily into what it calls the “agentic workspace”—a future where humans, data, and intelligent agents operate in a tightly connected digital environment that requires a new class of protection.

Dhawan described Kim as a rare blend of cybersecurity insight and global brand expertise. He noted that her experience with C-suite buyers and her track record of building large-scale marketing engines make her an ideal fit as Proofpoint doubles down on its ambition to lead the human- and agent-centric security category.

Her résumé backs that up. Before joining Proofpoint, Kim served as CMO at Zscaler, where she ran global marketing and communications during a pivotal growth period. She previously held CMO roles at Twilio and Genesys and built high-impact marketing strategies at Wrike, Arm, Google, and Microsoft. She also serves on the board of Quicklogic Corporation and supports early childhood literacy through her nonprofit work at Stanford.

The move comes as AI continues to reshape enterprise security priorities. Companies are now balancing the promise of intelligent automation with the reality of increased risk. Proofpoint sees this tension as an opportunity. By fortifying its leadership bench with a seasoned marketer who understands both cyber risk and digital transformation, the company is aiming to frame itself not just as a security vendor but as a strategic partner for AI-era resilience.

For her part, Kim made the mission clear. She emphasized that AI is rewriting how businesses operate and that secure data and trusted systems are essential for sustainable innovation. Her focus will be on amplifying Proofpoint’s leadership narrative—particularly in data security—and shaping the company’s message around enabling organizations to innovate safely.

The appointment also arrives at a moment of intensifying competition. Cybersecurity vendors are racing to define security frameworks that protect AI agents and large-scale data workflows. With Proofpoint expanding its capabilities across people-centric and agent-centric security, Kim’s role will be critical in differentiating the company in a crowded and rapidly shifting market.

If the next chapter of cybersecurity hinges on trust, Proofpoint is betting that strong storytelling and sharper strategic marketing will help drive its message home. Kim’s arrival marks that shift—and raises the stakes for the company’s next phase of growth.

Cinema advertising just secured a bigger seat at the performance table. National CineMedia (NCM), the largest cinema advertising network in the US, has partnered with TransUnion to plug theatrical exposure data directly into TransUnion’s cross-platform attribution engine. The move brings cinema into the same measurement ecosystem as digital, CTV, social, and linear channels—an overdue shift in an industry obsessed with outcomes.

TransUnion’s attribution platform, built on an identity graph that covers 98% of US adults, is widely used by brands across retail, entertainment, automotive, and financial services. It measures media lift, deduplicates audiences across channels, and uncovers real-world incremental impact. By adding NCM’s NCMx dataset—an intelligence layer built from moviegoing behavior—the platform can now quantify exactly how cinema affects conversion, reach, and brand engagement.

The integration effectively turns the theater screen into a fully accountable performance channel. Advertisers can see what cinema impressions deliver, how they stack up against other formats, and how theatrical storytelling influences downstream actions such as site visits, purchases, and app engagement. In a crowded attribution market, the big screen is finally measurable at the same resolution as the small ones.

Manu Singh, NCM’s Chief Data & Innovation Officer, framed the move as the next evolution of cinema’s performance credibility. He noted that while theaters have long excelled at immersive storytelling, they haven’t always been measured with the precision of digital channels. By folding NCMx data into TransUnion’s system, the company is reinforcing cinema’s role as both a brand-building and revenue-driving channel.

The integration offers several measurable gains for advertisers:

• Cross-Channel Clarity: Cinema’s contribution sits alongside digital, CTV, and linear within one unified attribution model.

• Incremental Lift Validation: Brands can quantify conversions influenced by theatrical exposure.

• Sequenced Engagement: Identity continuity allows marketers to reach audiences at the theater and re-engage them across channels.

• Efficiency at Scale: TransUnion’s deduplication capabilities reduce wasted impressions.

• ROI Proof: Cinema’s impact becomes fully comparable with other performance-marketing channels.

For TransUnion, adding cinema data expands the granularity of cross-channel analysis. Mike Finnerty, SVP of Marketing Solutions Services, emphasized that a holistic view of campaign performance is becoming indispensable. More channels in the measurement framework mean higher confidence in optimization decisions.

The announcement also builds on NCM’s growing suite of data-led tools, including Boost, Boomerang, and Bullseye. These products already enable audience targeting, localized creative, in-theater activation, and moviegoer retargeting. Attribution integration adds the missing link—proof of impact.

The timing is noteworthy. As marketers face increasing pressure to justify spend, previously unmeasured channels will either evolve or lose budget priority. With this integration, cinema not only keeps its place in the media mix but becomes harder to overlook. The big screen now brings big data to match.

And for an industry racing toward omnichannel intelligence, this partnership pushes cinema into a new era—one where measurable outcomes matter as much as blockbuster storytelling.

AppLovin is heading to the UBS Global Technology and AI Conference, signaling renewed momentum behind its rapidly expanding AI-driven marketing platform. The company will participate in a fireside chat on December 2, 2025, where executives are expected to discuss growth strategy, product innovation, and the rising influence of AI in performance marketing.

The session begins at 10:55 a.m. MT in Scottsdale, Arizona, and will be livestreamed through AppLovin’s investor relations site, with a replay available afterward. For investors and marketers following the company’s evolution, the event offers a timely window into how AppLovin is positioning itself amid escalating competition in AI-powered adtech.

The appearance comes as AppLovin continues refining its suite of AI and software tools designed to help businesses reach, monetize, and scale global audiences. The company has built one of the industry’s most comprehensive platforms, connecting app developers and brands to high-quality users through predictive models, optimized bidding, and real-time decisioning. Its technology stack has become increasingly central to growth strategies across gaming, entertainment, retail, and mobile-first businesses.

AppLovin’s presence at the UBS event underscores a broader trend in the advertising and app monetization space: AI is now the core engine powering customer acquisition and revenue optimization. Adtech players that can automate audience discovery, cut inefficient spend, and deliver measurable return are scaling quickly. Investors will be watching how AppLovin plans to sustain its momentum as the sector matures and AI standards evolve.

The conference also arrives during a period of consolidation in the marketing technology landscape, with platforms racing to combine data, distribution, and machine intelligence into unified growth engines. For AppLovin, which has spent years refining its end-to-end software suite, this is an opportunity to reinforce its leadership narrative—and clarify where the next phase of innovation will come from.

A deeper look at AppLovin’s recent strategy suggests the company is leaning into three themes: precision targeting through AI, deeper analytics for revenue optimization, and global audience expansion. These pillars continue to resonate with developers and enterprises seeking scalable, automated, and performance-driven solutions in a fragmented mobile ecosystem.

With AI transforming every step of the user-acquisition funnel, AppLovin’s visibility at high-profile events like UBS’s technology summit signals that the company intends to remain a defining player in the next wave of marketing automation.

The fitness certification market just gained a serious new contender. The International Personal Trainer Academy (IPTA) has officially launched its NCCA-accredited Certified Personal Trainer (CPT) and Certified Nutrition Specialist (CNS) programs—two offerings aimed at shaking up an industry long criticized for high costs, uneven quality, and outdated study tools.

For aspiring trainers and nutrition coaches, this is a notable moment. Accreditation from the National Commission for Certifying Agencies (NCCA) remains the gold standard across health and fitness careers. By pairing that credibility with lower costs and more modern learning tools, IPTA is positioning itself as an accessible alternative to legacy certification providers.

Ben Rose, CEO of IPTA, says the new programs were designed to lower the barriers to entry that block many qualified learners. According to him, too many accredited CPT options today are “either too expensive or lack effective study resources.” IPTA aims to counter that trend with science-driven materials, free textbooks, and online exam access—all without upfront commitments. The goal is simple: make legitimate certification easier to obtain without sacrificing academic rigor.

Both the CPT and CNS programs share a common framework. They include NCCA accreditation, unlimited exam retakes, and lifetime access to course materials and continuing education. Students also receive a job placement guarantee, signaling that IPTA intends to support graduates long after the exam is passed. For a credentialing market where support often ends at certification day, this is a meaningful shift.

Industry watchers have taken notice. Tyler Read, founder of PTPioneer.com and a respected voice on fitness certifications, called IPTA’s arrival “a major step forward for new trainers.” He notes that affordable, accredited programs with strong study materials are hard to find, and IPTA’s model introduces competitive pressure that could reshape how certification providers serve learners.

The early response from graduates is equally telling. In a Trustpilot review, alumna Maya Wolthuis described IPTA as “life-changing,” crediting the program for giving her the confidence and knowledge needed to land a job at her dream gym. Testimonials like this highlight the real-world impact certification programs can have when they mix accessible pricing with strong educational design.

The timing of IPTA’s launch also aligns with the broader evolution of the wellness industry. Consumer demand for evidence-based training and nutrition support continues to rise. Gyms, digital fitness platforms, and health-tech companies increasingly prefer NCCA-accredited professionals who understand exercise science, behavior change, and nutrition fundamentals. As a result, pathways that help new trainers develop credible, practical skills—without financial strain—may become essential to meeting market demand.

With these programs, IPTA steps into a crowded but shifting landscape. Established players like NASM, ACE, and ISSA hold significant market share, yet their premium pricing structures often limit access. IPTA’s hybrid model of accreditation, affordability, and lifetime learning could appeal to the next generation of fitness professionals looking for flexibility and long-term support.

The real test will be adoption at scale. If learners gravitate toward IPTA—and early indicators suggest they might—the certification market could see a wave of modernization driven by transparency, accessible learning, and student-first policies. For now, the academy’s NCCA-accredited CPT and CNS programs mark a promising expansion of options, particularly for those seeking a credible start in fitness and nutrition careers without the financial burden.

The market research industry is fighting a quiet but escalating battle: data fraud. As respondent quality drops and AI-generated noise creeps into surveys at scale, insights teams are spending more time screening responses than analyzing them. Fairgen, best known for its synthetic data technology used by brands including L’Oréal, T-Mobile, YouGov, and Cint, believes the fix lies in automated, post-collection verification.

The company today introduced Fairgen Check, a standalone assurance layer designed to review datasets after fieldwork and catch issues that legacy checks routinely miss. While pre-survey filters and in-field monitors have become common, the final stage of quality review still falls on manual judgment. That bottleneck is precisely what Fairgen aims to eliminate.

A New Safety Net for Post-Collection Data

Fairgen Check operates as an independent gatekeeper once data collection wraps. It scans any dataset through a system blending statistical anomaly detection with advanced language models. The goal is simple: ensure only coherent, trustworthy responses make it into the final analysis.

Fernando Zatz, Fairgen’s Chief Product Officer, said research teams are encountering “an unprecedented surge in low-quality participation.” Despite improvements in early-stage checks, post-hoc reviews remain inconsistent and time-consuming. Fairgen Check, he argued, offers a standardized and objective layer of evaluation that levels the playing field.

This is increasingly vital. As survey fraud becomes more sophisticated and low-effort participation increases across global panels, insights teams risk basing multimillion-dollar decisions on compromised data. Competitors have started experimenting with machine-learning filters, but many tools still require substantial human validation. Fairgen is positioning Check as the missing link between automation and reliability.

Three Layers of AI-Powered Quality Control

To separate useful data from noise, Fairgen Check evaluates responses across three integrated layers:

1. Statistical and Behavioral Screening
The first layer flags erratic response patterns, speeders, and straightliners. These checks mirror what many insights teams do manually, yet Fairgen applies them consistently across entire datasets. This ensures anomalies are surfaced even when large-scale studies bury them in volume.

2. Open-Ended Response Integrity
The second layer reviews qualitative inputs. It identifies irrelevance, duplication, gibberish, and—critically—AI-generated text. With ChatGPT-style tools now used by bad actors to mass-produce open-ended responses, this detection step has become essential.

3. AI-Based Questionnaire Inspector
The final layer introduces an agentic, GPT-like quality inspector. Unlike traditional filters, this model understands the intent behind each questionnaire, interprets context, and points out contradictions that even seasoned reviewers might miss. It behaves like a meticulous analyst who never gets tired, distracted, or inconsistent.

Together, these layers create a scalable, transparent system that minimizes subjective decision-making. The promise is a faster, more objective route to trustworthy data.

Early Users See Efficiency Gains

Ifop, one of Europe’s leading research firms, is among the early adopters. Thomas Duhard, Head of Data Projects, said Fairgen Check helped the team “build faster, more proactive processes to verify data quality in real time.” He noted that corrective actions now happen earlier, which protects insights from being compromised downstream.

This isn’t just about speed. It’s about restoring confidence in datasets that play a major role in marketing strategies, product design, and customer experience programs. The industry has struggled to keep up with evolving fraud patterns, and Fairgen’s approach suggests that automated, post-collection oversight is no longer optional.

Fairgen Expands From Tech Provider to Full Platform

For Fairgen, the launch represents more than a new product. CEO and Co-Founder Samuel Cohen described Check as part of a broader evolution toward becoming a full AI platform for researchers.

“The launch of Check is another step toward fulfilling our mission: empowering researchers to democratize research by augmenting human expertise with trusted AI,” Cohen said. He indicated that more releases are on the way, hinting at a platform strategy that mirrors the expansion paths of analytics players like Qualtrics and Momentive in earlier eras.

Yet Fairgen stands apart by rooting its innovation in synthetic data and advanced generative AI—two areas reshaping the future of research. As panel quality continues to decline, tools that diagnose, repair, and supplement human-gathered data will become essential infrastructure.

Why It Matters

The broader implication is clear: the research industry is being forced to modernize its quality stack. Fraud has scaled beyond what internal teams can manually handle. Fairgen Check offers a compelling glimpse at how automation, statistical rigor, and linguistic intelligence can converge to protect insights from contamination.

As market research firms and enterprise insights teams push for faster turnarounds and global reach, the need for automated quality systems will only grow. Fairgen appears ready to fill that gap, and Fairgen Check may become one of the baseline tools researchers rely on to restore trust in the datasets that drive modern business decisions.