Tell us a little bit about Klaviyo and tell us a little bit about your role in product whilst we're here.

I'm definitely happy to.

So I've been involved with Klaviyo for almost 10 years now, like as a partner, right? And so Klaviyo has evolved a lot over that time.

And I'll talk about my role and how I was a partner.

Now I'm working natively within the product team here at Klaviyo.

But Klaviyo is the autonomous B2C CRM, right? And what that means, what that means to me is that when you're a consumer brand, right? you have unique needs of being able to understand your audiences, your customers at scale, right? And other CRM tools, they do that really well for B2B brands, but Klaviyo really excels at getting these social signal or these signals on a customer behavior, like what a customer's interested in, what they're buying, how they're engaging with emails and allowing you to operate on those signals at scale with personalized emails, SMS, like a whole omni-channel experience, right? WhatsApp, push, onsite.

And so my role is really exciting, is to bring social, social data, social signals, take it off of Instagram where it's trapped behind just the platforms of social media, TikTok, other platforms, and bring those social signals directly into your Klaviyo environment.

So being able to draw all of that social data, I would imagine, adds a huge amount to that institutional memory.

And with One XML, with your CTO looking at things, how are you guys thinking about data and what you're doing with data and trying to make it as ready for AI as possible?

Yeah, that's a good point.

So with, and again, I'm not the expert on it, but with Copilot and with the security that you can have in Microsoft, for example, everything that I know is my limited experience with AI.

It's all in the prompts that you ask.

You ask the right prompts, you can get good answers.

You ask crappy prompts, you get crappy answers.

So I think part of it is also we have to build out our internal system, which we are, to ensure efficiency, to think about what our clients might be asking, what they might be looking for.

[laughs]

I'm like, "Let's go."

Yeah.

Let's ...

I mean, this is awesome.

So I wanna, I wanna kind of bring us home here pretty soon, and I wanna talk about there's this concept, uh, out there of Instagram being more of like a rented audience.

It's a, it's a phrase, right? Um, because when you publish content on Instagram, you have 350 some-odd thousand followers, right? But you know that most of them don't actually see the content, right? The algorithm more or less owns that relationship.

Um, so as I think about what we're building in Klaviyo, what you're doing, what you're talking about, um, I wanna understand, like, the trade-off there.

Can we send them, them a message to get whatever loyalty points and bring them back?" Um, show them why it's important for them to follow us on all of these different places because they'll ultimately get a better experience from, from the brand, that the more they interact with us.