Klaviyo AI Marketing Agent: Composer and Customer Agent, Mapped

Klaviyo’s AI marketing agent is Composer, generally available to every Klaviyo customer since October 13, 2026. It analyzes account data, audits existing work and drafts campaigns, flows and segments for a person to approve. Klaviyo’s other agent, Customer Agent, talks to shoppers directly, and Klaviyo bills Composer by the task and Customer Agent by the resolved conversation.

Composer is billed for the work it does: Klaviyo’s billing article says “Every time Composer does work for you, it uses some capacity.” Klaviyo’s help center says “Usage on Composer is dynamic”, prices each action as an estimated range, and answers the question of whether a brand can see the cost first with “No exact cost is shown before an action runs.” Customer Agent is billed only for what it finishes alone. Klaviyo’s billing article prices it on “the amount of shopper-initiated conversations resolved, starting at $50 per month for up to 75 conversations”, and defines the moment a conversation counts: when the agent “provides a response and 48 hours have passed with no response from the shopper.” A conversation handed to a person leaves that meter, and if the handoff goes to Klaviyo’s own Helpdesk, it lands on another. This guide maps both agents from Klaviyo’s own product pages, pricing page and help center as served on October 19, 2026. It is published by Relvino, which decides per shopper across email, SMS and pop-ups and competes for some of the same budget, so read it as informed but interested.

Klaviyo’s AI agents, in Klaviyo’s words

Klaviyo groups its AI under the name K:AI, and the menu on its AI page lists three products under “K:AI agents”: Composer, labeled the marketing agent, Customer Agent, and Remix, an AI photo editor. This guide covers the first two, which Klaviyo’s 2025 launch post called “two new K:AI agents”. The AI page’s FAQ describes K:AI as built-in agents that “plan and launch marketing, personalize every send, and resolve customer requests”. The names have moved: the same FAQ still calls the first agent “Marketing Agent”, and Klaviyo’s Singapore page for its AI marketing assistant says it is “known as Klaviyo Composer (AI marketing agent)”.

Composer, the marketing agent

Composer works inside a brand’s Klaviyo account and talks to the brand’s team, not to shoppers. Its help center sorts the work into two buckets. It analyzes and audits: answering questions about account data and reviewing flows, campaigns, messages, segments and signup forms. And it creates drafts: campaigns for email, push, SMS and MMS, flows with their messages, and segments. Since Klaviyo’s K:BOS announcements, posted on September 9, 2026, it also runs scheduled tasks, such as a weekly review of top flows, and follows Skills, which are a team’s own procedures saved once and reused. Klaviyo’s chief executive summed up the change in that announcement: “Composer used to be something you prompted. Now it brings finished work to you.”

The launch history is short. Flow, segment and push drafting arrived on August 4, 2026, per Klaviyo’s blog. Early users got a 90-day free trial of 10,000 credits, and the legacy credits article says “The early adopter entry plan provides 2,000 credits for $14/mo at introductory pricing.” On October 13, 2026 the company wrote: “Starting today, Composer is now available to every Klaviyo customer.”

Customer Agent, the shopper-facing agent

Klaviyo introduced Customer Agent on September 25, 2025, inside Klaviyo Service, and its help center now describes it as “Klaviyo’s AI agent that resolves shopper inquiries on your behalf” on web chat, email, SMS and WhatsApp. It tracks orders, answers product and policy questions, recommends products, processes returns and exchanges and manages subscriptions, using eight skills out of the box plus any custom skills and tools a brand builds. Each channel is switched on and configured separately. Klaviyo’s September 2026 announcement lists voice calls as coming soon.

The two agents connect in one place. Klaviyo’s help center says “Composer replaces the Build tab (previously called Agent Builder) in Customer Agent”, so a brand now writes its support agent’s rules by talking to its marketing agent.

What each agent needs a person to approve

For Composer, Klaviyo’s answer is categorical: “Composer never sends or publishes customer-facing content without your approval.” A campaign comes back as a preview, and the campaigns article says “Creating a draft does not send or schedule it.” A flow is created as a draft that a person sets live in the flow builder. One action does change the account without a separate save: segments Composer generates for a campaign are added to Lists & Segments when the campaign draft is created. Scheduled tasks do not change this, because Klaviyo says recurring analysis or reports are “separate from scheduling marketing messages to your customers.”

Searching Klaviyo’s own pages for exceptions turns up two places where AI reaches further. Composer’s price list includes a line called “Analyze or Auto-reply on Social”, which the plan article does not explain further; Klaviyo’s article on Instagram auto-replies describes keyword-triggered direct messages that go out once a brand saves an auto-reply as Ready or Live, and does not mention Composer. And Klaviyo Headless, announced at K:BOS, exposes Klaviyo to outside AI systems through MCP; in Klaviyo’s words, “An agent can read, write, and go live the same way you would inside Klaviyo, without anyone opening Klaviyo at all.” That describes a brand’s own agent built on Claude, ChatGPT or another system, not Composer.

Customer Agent works the other way round: its job is to answer the shopper, so its controls sit before launch rather than before each message. Brands write Guidance (a brand summary, tone of voice, style rules and escalation rules), test replies in a playground, and choose for each channel whether a conversation the agent cannot resolve goes to a helpdesk or ends with a custom message. One limit from the settings article matters for stores with many anonymous visitors: “Handoffs to a human agent on web chat require the shopper to be signed into an authenticated customer account.”

What data each agent works from

Composer reads the brand’s Klaviyo account: profiles, events, campaigns, flows, segments and performance, plus outside tools a brand connects. Its product page says “With MCP-powered connections, Composer can incorporate information from across your marketing stack”. Its answers about performance also draw on Klaviyo’s benchmarks, which the launch post says are collected across more than 205,000 customers. A SQL engine that shows the query behind each answer is in Preview. The data sets a ceiling on what it can build; the segments article says “It can't invent a property you don't have”.

Customer Agent starts from the storefront. When it is switched on, Klaviyo crawls the public site, and the help center says “Klaviyo will sync a maximum of 10,000 pages from your site.” Brands add documents on top. In a conversation it adds the shopper’s context: on web chat, the page the shopper is viewing; on SMS, the messages exchanged in the previous 48 hours; for order questions, Shopify orders from the last 90 days. On training, the help center says “Your data and conversations are never used to train large language models (LLMs)”. Conversations are stored on the shopper’s Klaviyo profile when one exists, and Klaviyo says each one becomes profile data that Composer can use.

What each agent costs, and when the meter runs

Composer is metered in credits. Every Klaviyo account gets a free Composer plan, and the help center says “The free Composer plan includes 500 credits per cycle.” The pricing page states the same allowance in dollars, as “$5 of Composer usage/month”. The paid plan costs $20 a month for 2,000 credits. Past that, flexible overages buy capacity in $10 blocks of 1,000 credits, and the help center adds: “You incur the full $10 charge even if you use only part of that additional capacity.” Credits do not roll over. Support and general information questions are free.

The price of an action is an estimate until the action has run. Klaviyo’s plan article, updated October 14, gives ranges per action: analyzing data at $0.35 to $0.90, auditing a campaign at $0.10 to $0.50, and creating a campaign at $0.10 to $10.00, noting that actual usage may go above the upper limits. Klaviyo’s billing article, updated a day earlier, prints a different table, with auditing or creating a campaign at $0.20 to $1.50, and says Klaviyo “may update its cost calculation methodology from time to time”. For enterprise plans, the pricing page says “Composer Credits are a usage-based line item tied to Composer, currently in public beta”. On the paid plan, the way to cap the bill is the billing preference: set to None, Composer stops at the plan limit until the next cycle.

Customer Agent is metered in resolved conversations, starting at $50 a month for up to 75. The definition of resolved is behavioral: the agent has replied and the shopper has not answered for 48 hours. Conversations escalated to a person are excluded from that count. Those handed to Klaviyo’s own Helpdesk, rather than Zendesk, Gorgias or a support email address, stay on the Klaviyo bill: Klaviyo’s Helpdesk prices tickets from $10 a month for up to 50, its definition of a ticket includes a Customer Agent escalation, and “A Ticket becomes billable upon creation.” Using Composer to build or test Customer Agent costs nothing, since the help center says doing so “doesn't use any Composer credits.”

Quoted phrases are from Klaviyo’s own pages; every other cell is this guide’s summary of them.

• Who it works with · Composer: The brand’s marketing team · Customer Agent: Shoppers, in conversation
• What it produces · Composer: Analysis, audits, and drafts of campaigns, flows and segments · Customer Agent: Replies, order lookups, returns and recommendations
• Channels · Composer: Drafts for email, push, SMS and MMS · Customer Agent: Web chat, email, SMS and WhatsApp
• Approval point · Composer: Each draft, before it is sent or set live · Customer Agent: Guidance, testing and handoff rules, before launch
• Works from · Composer: Klaviyo account data, benchmarks, MCP-connected tools · Customer Agent: Storefront pages, added knowledge, profile and recent orders
• Billed on · Composer: Credits per action; “No exact cost is shown before an action runs.” · Customer Agent: Conversations resolved without a person
• Entry price · Composer: Free plan of 500 credits per cycle; $20 a month for 2,000 · Customer Agent: From $50 a month for up to 75 conversations
• Launched · Composer: Generally available October 13, 2026 · Customer Agent: Introduced September 25, 2025

What the two meters say about each agent’s job

The billing units describe what each agent is for. Composer’s output is a draft or an answer for the team, so there is no customer outcome Klaviyo could bill it on. What can be counted is the agent’s own effort, and it varies with the request and the data behind it, which is why Klaviyo’s plan article puts creating one campaign anywhere from a dime to ten dollars. A marketer budgeting for Composer is buying working time from an analyst whose invoice arrives after each job.

Customer Agent closes its own loop, so Klaviyo can define a finished job and charge for it. Its definition rests on the shopper’s silence rather than a confirmation: the billing article’s test is a reply followed by 48 hours without a response, and it says nothing about asking the shopper whether the question was answered. The units also pull in different directions: Composer’s rewards narrower requests, while Customer Agent’s charges for the conversations the agent keeps, not the ones it passes to a person.

Where co-pilots like Composer sit among other products is covered in the AI marketing agents, AI email agents and agentic marketing guides.

Where Relvino sits

Relvino is not a co-pilot inside an email platform. It decides offer, timing, channel and creative for each shopper, in under 80ms, across email, SMS and pop-ups, inside guardrails the brand sets, such as margin floors, channels and brand voice. Its Large Retail Model is trained on 7M+ data points across 10K+ retailers. Brands weighing that against staying on Klaviyo can start with the is Klaviyo worth it analysis, the Klaviyo review or the Klaviyo alternative guide.

Questions to settle before switching either agent on

• Who owns the Composer overage setting? Flexible overages buy capacity automatically in $10 blocks; None stops Composer at the limit.
• Who reviews drafts? Klaviyo says Composer’s outputs can be wrong, and that prices, discounts, product details and links need checking before sending.
• What should count as resolved? The billing article counts a reply followed by 48 quiet hours, while Customer Agent’s performance dashboard marks a conversation the shopper left or that timed out as Closed, not Resolved.
• Where do anonymous shoppers go? Web chat handoff needs a signed-in shopper; Klaviyo says anonymous shoppers need to provide an email address or sign in to continue with a person.

Read together, Klaviyo’s own pages put a marketing agent that works for the team and is paid by the task beside a service agent that works for the shopper and is paid by the resolved conversation. The billing article is where Klaviyo writes down what it counts as each agent’s finished work, and it is the page to read before switching either one on.

Frequently asked questions

Is Klaviyo Composer free?

Every Klaviyo account gets a free Composer plan automatically, with nothing to opt into and no credit card, and Klaviyo’s plan article says it is not a 30-day trial: the credits reset at the start of each cycle. Composer shows usage notices at 80%, 90% and 100% of the plan, and at 100% on the free plan the actions that use credits stop until the brand upgrades or the cycle resets. Upgrading to the paid plan needs permission to manage billing.

Can Klaviyo’s AI marketing agent send emails on its own?

Not campaigns or flows, by Klaviyo’s account; it drafts and a person sends. Two details from Klaviyo’s help center matter at the review step. Composer’s pre-send campaign audit can mark a check as unable to verify, and Klaviyo says that result does not mean the check passed. And Composer does not add AI disclosures to the messages it generates, so a brand that needs to tell recipients about AI-generated content adds that line itself.

What is the difference between Klaviyo Composer and Customer Agent?

Composer works for the marketing team inside Klaviyo; Customer Agent answers shoppers. They also differ in who may change them. Customer Agent’s settings can be edited only by Owner, Admin or Manager roles, while other roles can view its conversations and reporting. Its replies are shaped for the channel too: on SMS, Klaviyo’s help center says it tries to limit responses to about 320 characters.

How much does Klaviyo Customer Agent cost?

Klaviyo’s pricing page offers a one-time free trial of 50 conversations. After that, Klaviyo’s billing article says buying Customer Agent commits a brand to a minimum spend, with Flexible Overages as the default billing preference, and usage does not stop when the plan limit is reached; to stop accruing overages, a brand turns Customer Agent off or cancels the plan. Any SMS or email messages sent during a conversation are billed separately under those channels.

What languages does Klaviyo’s Customer Agent support?

Klaviyo’s help center says Customer Agent supports 113 languages and detects the shopper’s language on every incoming message, with no per-language licensing. That is a change from launch: the September 2025 announcement said it was available in English, with more languages to follow in 2026. On SMS, languages whose characters need the larger UCS-2 encoding use more message segments and cost more to send; on web chat, email and WhatsApp every language costs the same.

How long does it take to migrate from Klaviyo to Relvino?

The technical cutover takes about 30 minutes: connect the Shopify store, point the sending domain and SMS number, and shopper data ingests automatically, with no flows to rebuild. Revenue is then measured in a 14-day pilot. On the Klaviyo side, its billing article says Composer credits are non-transferable, non-refundable and expire at the end of each billing period, so unused Composer capacity is not something a brand carries anywhere when it leaves.