Typeface and Microsoft partner to reimagine marketing workflows with AI

Microsoft wants to make it easier for marketers to build campaigns and it’s integrating with technology from generative AI startup Typeface to get it done.

Today Microsoft and Typeface announced an integration that will see the startup’s highly-customizable generative AI technology embedded into the Microsoft Dynamics 365 Customer Insights platform. San Francisco-based Typeface only emerged from stealth in February 2023 and raised $100 million in June for its enterprise content creation customization technology.  The basic premise of Typeface is that it enables organizations to create content that is tightly aligned with a company’s branding and style. The new integration extends the existing partnership between the two vendors.

“This is not just about some existing application getting a prompt box and generating a few current pieces of content,” Abhay Parasnis, founder and CEO of Typeface told VentureBeat. “This is about stepping back and asking the question – what if we could start with a blank canvas and reimagine how marketing journeys, campaigns and customer insights, get transformed into activating extremely compelling stories and content that you can deliver for your customer.”

Typeface continues to bolster gen AI partnerships

Partnerships are a foundational element of the Typeface go-to-market model. 

The company already has multiple partnerships with big players in the IT market. In June 2023, Typeface partnered with Salesforce to help build customized content within the Salesforce marketing cloud. Typeface also has a partnership with Google Cloud alongside marketing vendor GrowthLoop for a gen AI Marketing Solution service.

In August 2023, Typeface for Microsoft Teams was announced as a tool to help with content development within the Microsoft collaboration tool. The partnership goes even further as Microsoft is also an investor in Typeface. Additionally, Typeface uses Microsoft Azure OpenAI services as part of its technology stack.

Lori Lamkin, CVP, Dynamics 365 Sales and Marketing at Microsoft told VentureBeat that Microsoft Dynamics 365 Customer Insights provides an ecosystem of third-party services that integrate to deliver holistic customer experiences. 

“We are continuing to do this with third party Generative AI services and Typeface is an example,” she said.

Lamkin added that Typeface uses gen AI to provide on-brand images and content that is in sync with the rest of the customer experience. 

How Typeface looks to improve the marketing workflow

Microsoft Dynamics 365 Customer Insights is used by marketing professionals and benefits from Microsoft Copilot gen AI features.

The Typeface integration is intended to go beyond what Microsoft provides users on its own.

Parasnis explained that Typeface will be available as an integrated service in Microsoft Dynamics 365 Customer Insights that brings more capabilities to users. He said that the Typeface technology will help to enable users to simply express their marketing goal at the highest level in plain English.

“You literally describe in plain English, this is my marketing goal – I’m trying to maximize sales of my new coffee machine and the entire AI system will translate that statement of desire and goal into an entire campaign,” Parasnis said.

That campaign can include multiple types of content assets, including marketing materials and emails. He emphasized that the Typeface technology will generate highly customized content that is directly aligned with an organization’s style and brand. The Typeface technology can quickly learn from a customer’s existing brand assets, including product images and marketing materials.

The Microsoft Dynamics 365 Customer Insights provides customer profile and insights information. Parasnis said that now within the same application experience users have the ability to act on that data and generate extremely compelling content.

“You can go all the way from the point of insight and data to the point of activation using Typeface all in one seamless application workflow,” he said.