How to Use Klaviyo's New AI (Composer) to Build Flows
Klaviyo Composer builds a full flow from one plain-English sentence. Here is what it does well, what to fix by hand, and how to use it without making a mess.
What is Klaviyo Composer?
Composer is Klaviyo's new AI that builds a flow or campaign from one plain-English sentence. You describe what you want, and it lays out the whole thing: the trigger, the timing, the copy, and the design. It hit public beta on June 30, 2026, so almost nobody has used it yet.
We have been running it across real accounts for a few days. This is the honest read: where it saves real time, and where it will quietly hurt you if you trust it too much.
Composer builds a solid flow skeleton in seconds: trigger, delays, and draft copy for every email. It gets you about 80% there, which is the boring part you usually spend an hour on. The last 20%, your strategy, your brand voice, your segmentation logic, and a real QA pass, is still on you. Direct it with specific prompts, then edit hard.
What can Composer actually build?
It builds two things: flows and campaigns. Flows are where it gets interesting, because the structure of a good flow (the trigger, the delays between sends, one clear job per email) is exactly the repetitive setup work AI is good at.
For a flow, one prompt gets you a trigger on the front, time delays already set between sends, and draft subject lines, preview text, and body copy inside each email. For a campaign, it drafts the send end to end. Either way you get a starting point, not a finished send.
How do you build a flow with Composer?
Go to Create, then Flow, and pick the new "Build with Composer" option at the top. Type a specific prompt, and generate. The trick is in the prompt: vague prompts get vague flows.
- Tell it the count and the job of each email. Not "build a welcome flow." Say: "Build a 4-email welcome flow for a new skincare subscriber. Deliver the 15% off code in email one, share the brand story in email two, handle ingredient objections in email three, and push to first purchase in email four."
- Generate, then read the structure first. It will set the trigger, add delays, and drop a clear call to action in each email. Check the skeleton before you touch the words.
- Refine with follow-up prompts. You are not stuck with version one. Tell it "add a 24-hour delay before email 2, and make email 3 shorter," and it edits the live flow. No dragging blocks around.
The more you direct it, the better it performs. Treat the prompt like a brief you would give a junior designer, not a wish.
The structure is genuinely good. The copy is generic. Composer does not know your brand voice, your best offer, or which objection actually loses you the sale. Ship the draft unedited and it reads like every other AI email in the inbox. Use it as a first pass, never a final one.
How do you edit what it generates?
Talk to it. Composer takes follow-up instructions on the whole flow or on a single email. You can shorten an email, change the tone, swap the offer, or add a step, all with a sentence. For small changes this is faster than doing it by hand, and small changes are most of what flow-building actually is.
When the structure is where you want it, switch to editing by hand: rewrite the copy in your voice, drop in your real design, and set your actual offer.
What should you still do yourself?
The strategy. AI can assemble a flow, but it cannot decide what your program needs. Keep these on your side of the line:
- The offer and the positioning. What you give away, how you frame it, and why someone buys. This is the most important decision in the flow and the AI has no idea what works for your brand.
- Brand voice. The generated copy is safe and flat. Your voice is the thing that makes people read.
- Segmentation and logic. Who enters, who gets excluded, how the splits work. Get this wrong and a clean-looking flow emails the wrong people.
- The QA pass. Test the trigger, check the delays, click every link, and preview on mobile before it goes live. AI-built does not mean tested.
Composer removes the boring 80%. The 20% it leaves is where the revenue actually comes from.
Is Klaviyo's AI good enough to trust?
Trust it with the skeleton, not the send. The structure it builds is legitimately good and saves the hour you would spend wiring up triggers and delays. The copy and the strategy are not there yet, and pretending they are is how you end up with a polished flow that quietly underperforms.
Used right, it is a time saver that gets you to a strong first draft fast. Used lazily, it is a faster way to publish average emails.
What are the most common Composer mistakes?
- Vague prompts. "Build a welcome flow" gives you a generic one. Specify the count, the job of each email, and the goal.
- Shipping the draft. The copy is a starting point. Rewrite it in your voice before it goes live.
- Skipping QA. AI-built flows still need the trigger, delays, links, and mobile view checked by a human.
- Letting it own strategy. Keep the offer, the segmentation, and the positioning on your side. The AI assembles; you decide.
- Using it for everything. It is strongest on repetitive structure (welcome, abandoned cart, post-purchase). Your signature, high-stakes campaigns still deserve a human build.
Get Expert Help
AI tools like Composer make it faster to build an average program. They do not make it easy to build a great one. That still takes strategy, brand voice, and a team that knows which 20% actually moves revenue.
Our team runs email and SMS for DTC brands end to end, and we use tools like this to move faster, not to cut corners.
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