Last week, the Unified team had the privilege of attending K:LDN 2025 - Klaviyo’s flagship London event. We left energised by the innovation, insights, and unmistakable sense of community in the room. Here’s our recap of the biggest announcements, key takeaways, and what they mean for brands ready to thrive in the age of AI-powered, omnichannel commerce.
The Vision: Marketing, reimagined
Klaviyo CEO and co-founder Andrew Bialecki delivered a powerful call to action: it’s time to rethink how brands connect with consumers. His message was clear - it’s not that marketing is broken, but that the systems brands have been forced to use no longer reflect how customers actually behave.
“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.”
- Andrew Bialecki, CEO and Co-founder, Klaviyo
This vision set the tone for the day, and reinforced Klaviyo’s commitment to equipping brands with the tools and insights they need to build deeper, more profitable customer relationships.
1. Omnichannel is no longer optional
Klaviyo made it clear: the future of B2C marketing is omnichannel - seamlessly connecting email, SMS, in-store experiences, and beyond. Their latest suite of tools and integrations empowers brands to orchestrate customer journeys across every touchpoint, ensuring consistent, personalised experiences at scale. This now extends beyond traditional channels. Brands can now leverage RCS messaging, WhatsApp, and custom data objects on customer profiles, unlocking even more ways to connect with audiences in a relevant, real-time manner.
We’re especially keen to explore Klaviyo’s new Paid Media Integration with our own clients who are using Klaviyo; connecting platforms like Google Ads and Meta Ads to Klaviyo and activating segments across both paid and owned channels. We were also excited to see the demo of Klaviyo’s evolving analytics capabilities, bringing together data from all these channels to give brands a true, unified view of performance and customer behaviour.
2. AI-Powered Insights & Automation
AI took centre stage, with Klaviyo showcasing how machine learning can drive smarter segmentation, predictive analytics, and real-time campaign automation. For marketers, this means:
✔️ Actionable insights faster
✔️ Hyper-personalised communications
✔️ Campaigns that adapt instantly to customer behaviour
It’s not just automation - it’s intelligence that evolves with your audience.
3. Customer-centricity through data & storytelling
Leading brands like Paul Smith, Jacquemus, and Bee Inspired shared how they’re blending data with authentic storytelling to inspire loyalty and new shopping behaviours. Whether it’s personalised outfit suggestions or founder-led campaigns, the focus is clear: emotional connection drives conversion.
Phillip Jackson from Future Commerce summed it up perfectly:
“It’s no longer just transactional. Emotional loyalty and intimacy are now expected from brands.”
4. True marketing & service integration
One of the day’s most eye-opening stats? While 99% of marketers agree that customer experience is essential, only 9% are truly prioritising it. But the brands outperforming the rest? They’ve cracked the code through cross-team collaboration.
The Bottom Line
K:LDN 2025 marked a turning point for B2C marketing. Klaviyo’s latest innovations — from AI-powered insights to true omnichannel capabilities - signal a new era defined by:
✅ Seamless integration across paid and owned channels
✅ Real-time engagement that adapts to customers
✅ Emotional, data-driven customer connections
✅ Empowered teams working from a unified view
At Unified, we’re proud to be part of this movement. We’re more excited than ever to help our clients unlock the full potential of modern marketing and build customer connections that last.
Let’s Talk Omnichannel
Curious how Unified can help you implement Klaviyo, or get more out of it? Meet a Klaviyo Champion who also happens to be on our team, let’s talk!
