Klaviyo Inc., the marketing automation company that went public in 2023, is undergoing a significant overhaul of its research and development teams to prioritize artificial intelligence and advanced technical expertise, according to a recent briefing. This move comes as the Boston-based firm seeks to solidify its position in the competitive customer relationship management sector, where AI-driven tools are increasingly seen as essential for personalized marketing.

The restructuring involves consolidating certain R&D units and reallocating resources toward AI initiatives, with a focus on hiring specialists in machine learning, data science, and predictive analytics. Insiders familiar with the changes say this shift is designed to accelerate the development of next-generation features, building on Klaviyo’s existing AI offerings that have already boosted customer engagement metrics.

In a bold strategic pivot amid surging demand for AI-enhanced marketing solutions, Klaviyo is not just tweaking its organizational chart but fundamentally reorienting its innovation pipeline to embed AI at every level of product development, potentially setting a new standard for how tech firms adapt to emerging technologies in the post-IPO era.

Company executives have emphasized that the reorganization will enhance collaboration between engineering and product teams, reducing silos that have historically slowed innovation in software firms. This aligns with broader industry trends, where companies like Meta Platforms Inc. are also restructuring their AI divisions, as reported in a Digitimes article from last week, splitting labs into specialized teams to foster superintelligence capabilities.

Klaviyo’s push into AI isn’t new; it launched Klaviyo AI in February 2024, featuring tools for automation and customer experience optimization, as detailed in a Business Wire release. But the latest restructuring amps up the emphasis on technical skills, with plans to upskill existing staff and recruit top talent from AI hotspots like Silicon Valley.

This emphasis on technical prowess reflects a calculated bet that AI will drive future revenue growth, especially as Klaviyo reports a 32% year-over-year increase in Q2 2025 revenue and raises its full-year outlook to $1.203 billion, fueled by innovations in predictive analytics and omnichannel marketing, according to insights from a recent Seeking Alpha report.

The changes are expected to yield quicker iterations on products like Flows AI and review sentiment analysis, which have already shown promising results, such as a 26% lift in email open rates for users, per a Stock Titan news update from July 2024. By emphasizing AI technical skills, Klaviyo aims to address persistent challenges in multichannel marketing, including real-time customer engagement and attribution.

Critics within the industry, however, caution that such restructurings can lead to short-term disruptions, potentially affecting morale or delaying non-AI projects. Yet, supporters point to successful precedents, like Andreessen Horowitz’s own team consolidations to pursue AI deals, as covered in a 2023 briefing from The Information.

As Klaviyo navigates this transformation, the restructuring underscores a broader imperative for tech companies to integrate AI deeply into their core operations, not merely as add-ons but as foundational elements that could redefine customer interactions and business efficiency in the coming years.

Looking ahead, the company’s leadership, including CEO Andrew Bialecki, who has publicly discussed AI plans in a March 2024 Business Insider interview, views this as a step toward becoming an “AI-first CRM.” With recent enhancements announced in June 2025, such as AI-optimized omnichannel execution detailed in a MarTech article, Klaviyo is positioning itself to capitalize on the AI boom.

Ultimately, this R&D revamp could serve as a model for other firms in the marketing tech space, balancing innovation with operational efficiency in an era where technical skills in AI are no longer optional but imperative for sustained growth.