Google and Klaviyo Announce Strategic Partnership — Integrating Ads, Search, and RCS Messaging with Real-Time Customer Data to Power Agentic Commerce

Google and Klaviyo Form Strategic Partnership — Connecting Ads, RCS, and Customer Data End-to-End

Google & Klaviyo deepen AI pact for agentic commerce

Google and Klaviyo are deepening ties to power AI agentic commerce, linking ads, search and RCS messaging to real-time customer data.

On February 24, 2026, CRM platform Klaviyo (NYSE: KVYO) and Google officially announced a strategic partnership. By integrating Google's search, advertising, AI, and messaging technologies with Klaviyo's real-time customer data platform, the partnership aims to deliver "autonomous AI customer experiences" that cover the entire journey from product discovery to purchase, service, and loyalty.

At the core of this partnership is the ability to convert consumer intent signals captured on Google into personalized actions on the Klaviyo side in real time, consolidating all interactions into a single customer profile. The goal is to shift from traditional static campaigns to experiences that automatically adapt to customer intent and behavior.

Background and Industry Trends

This partnership exemplifies the accelerating trend of "agentic commerce" across the e-commerce industry. Agentic commerce refers to a framework where AI agents autonomously discover, compare, negotiate, and purchase products on behalf of users. As of 2026, this concept is rapidly transitioning from the conceptual stage to the implementation stage.

According to commercetools' analysis, 2026 is positioned as the breakout year for agentic commerce. Brands achieving results are embedding AI agents not as isolated tools but into execution workflows with shared context and clear revenue accountability. Morgan Stanley's forecast predicts that by 2030, approximately half of online shoppers will use AI shopping agents, accounting for roughly 25% of spending.

Against this backdrop, the Google-Klaviyo partnership adds a new layer of "directly connecting advertising platforms with CRM/customer data infrastructure." Google has already announced the Universal Commerce Protocol (UCP), backed by over 20 companies including Walmart, Target, and Shopify. This Klaviyo partnership can be seen as an extension of the UCP ecosystem into CRM and messaging territories.

Three Integration Features and the Impact of RCS Conversational Commerce

Three specific integration points were announced.

First, a deepening of Google Ads integration. Leveraging customer data held by Klaviyo, it enhances targeting and personalization in Google Ads and RCS for Business. Klaviyo's data platform processes 3.4 billion customer interactions per day and manages over 8 billion profiles. This vast first-party data directly improves Google Ads precision.

Second, BigQuery integration. For enterprise brands, Klaviyo's data can now be centralized and utilized within Google's data warehouse, BigQuery. This creates a foundation for holistically analyzing marketing, sales, and behavioral data to improve AI-driven decision-making accuracy.

Third, and most notably, the rollout of conversational commerce centered on RCS for Business. According to Klaviyo's announcement, the company has become one of the first partners globally to offer customers a feature that connects directly from Google Search to an RCS experience. Consumers can initiate conversations with AI customer agents directly from Google Search results. This feature is currently available as a limited pilot to select customers.

RCS (Rich Communication Services) is a rich messaging standard positioned as the successor to SMS, capable of displaying product carousels, rich media, and interactive buttons within native mobile messaging. POPFLEX VP of Marketing Jen-Ai Notman stated in Klaviyo's announcement that messaging is no longer just a re-engagement tool but is becoming a "true storefront."

Powering these integrations is Klaviyo's K:AI Customer Agent. This is a 24/7 AI agent designed for B2C marketers and service teams, supporting web chat, SMS, email (beta), RCS, and planned WhatsApp integration. It automatically pulls data from storefronts, help documentation, and Klaviyo customer records to provide order status checks, personalized product recommendations, and size/fit guidance. It can be deployed in minutes with no code, and one customer company reported that the agent handled over 50% of support conversations without human intervention over a 90-day period.

Impact and Implications for E-commerce Operators

The Google-Klaviyo strategic partnership carries multiple practical implications for e-commerce operators.

Consider improving ad ROI through Google Ads x Klaviyo data integration. Operators already using Klaviyo can activate the Google Ads integration to leverage existing customer segment data and purchasing behavior for Google Ads targeting. With third-party cookies being phased out, improving ad delivery precision based on first-party data is an urgent priority.

Consider early entry into the RCS channel. While currently in the limited pilot phase, once the direct connection from Google Search to RCS conversations becomes generally available, consumers will be able to browse and purchase products within messaging apps. This experience, which eliminates the need to navigate to a traditional e-commerce site, could significantly impact conversion rates.

Build a unified analytics foundation with BigQuery integration. Enterprise-scale operators can accelerate AI-driven strategy optimization by linking Klaviyo's marketing data with Google's BigQuery for cross-functional analysis of advertising, CRM, and purchase data.

Optimize support costs by deploying K:AI Customer Agent. The 24/7 AI agent offers immediate value, especially for operators engaged in cross-border e-commerce or global expansion. A phased approach is practical — start with web chat and expand to messaging channels as RCS adoption grows.

Summary

The Google-Klaviyo strategic partnership signals that agentic commerce has entered a phase where it spans all layers — search, advertising, CRM, and messaging. Klaviyo co-founder and co-CEO Andrew Bialecki stated that "commerce has entered a phase where software doesn't just execute tasks but makes decisions." Google's Global GTM Head for RCS for Business, Stephen Brough, also positioned Klaviyo as "a critical marketing player in the new era of agentic commerce."

What e-commerce operators should watch closely is when the end-to-end experience of "search to conversation to purchase" via RCS becomes generally available. When the current limited pilot transitions to full-scale deployment, messaging apps could rapidly emerge as a new commerce channel. It is important to begin activating the Klaviyo x Google Ads integration and early testing of the RCS channel now.