Klaviyo K:BOS 2025: What We Learned (and What Still Matters Heading Into BFCM)
Every year, Klaviyo’s K:BOS conference brings together the marketers shaping the future of ecommerce.
This fall, our Digital Marketing Strategist Donnet Bruce spent two days in Boston diving into what’s new - and what’s next - across lifecycle marketing, AI tools, and customer experience.
And even though we’re now in the final stretch before BFCM, the biggest theme from the conference couldn’t be more timely. According to Donnet:
“AI is getting smarter, but customer connection is still what drives conversions, especially during high-stakes moments like the holidays.”
Here’s what stood out to us and what still matters most as we move through BFCM and into the rest of Q4.
AI That Helps Us Move Faster Without Losing Our Voice
Klaviyo’s new Marketing Agent was the tool that caught our attention—not for its ability to generate text, but for how it supports strategic thinking.
When Donnet tested it, she described it as:
“The assistant that sets the table before you start cooking. It doesn’t replace your flavor - but it gets you ready faster.”
For our team, that means using the agent to:
- Quickly identify what’s underperforming
- Refine messaging direction
- Draft first-pass ideas we can polish into brand-right content
A More Manageable Way to Orchestrate Multi-Channel Campaigns
Another standout from the conference was the upgraded Omniverse and the Omnichannel Campaign Builder. For brands running BFCM promotions across email, SMS, WhatsApp, and push, this is the kind of feature update that arrives exactly when we need it most.
Instead of juggling multiple calendars and spreadsheets, we can now see the entire customer journey mapped out in one place. It reduces noise. It reduces overlap. And it helps ensure that your brand stays consistent even when things move quickly.
This also sets a strong foundation for the weeks after BFCM—when retention, replenishment, and loyalty-building start to matter even more.
Customer Experience Is Becoming a Lifecycle Priority
Klaviyo’s new Customer Agent and integrated helpdesk were another notable update. For years, customer support and lifecycle marketing have lived in separate systems, making it difficult to build journeys that reflect a customer’s full experience.
That gap is closing.
By connecting support interactions with customer profiles and engagement data, we can now build smarter post-purchase flows and more relevant retention strategies—something that matters just as much in December and January as it does on Black Friday.
What This Means for the Final Days Before BFCM
Even though we’re days away from Black Friday, several insights from K:BOS are still highly actionable:
Refine your messaging, don’t reinvent it.
This is a great moment to lean on AI tools for small optimizations that create a big lift.
Tighten audience segments.
Use predictive modeling to sharpen who gets what, and when.
Warm your list with meaning, not noise.
Short, intentional messages tend to outperform high-volume sends this close to the holiday.
Prepare for the “after.”
Your BFCM customers are about to shape your Q1. Set up post-purchase flows and replenishment journeys now.
We're implementing these exact steps across client accounts every day this week.
Final Takeaway
K:BOS reminded us that tools are only as good as the people shaping the strategy behind them. And even this close to Black Friday, clarity, empathy, and intentionality still outperform volume.
If you need support navigating the final stretch of holiday marketing - or want to set up smarter lifecycle systems for the new year - we’d love to connect.