Cognizant and Typeface team up to bring agentic AI orchestration to enterprise marketing
Marketing leaders are done juggling disconnected tools and manual handoffs. Cognizant and Typeface have partnered to turn fragmented workflows into a connected, software-like operating model-so teams can ideate, create, approve, and activate campaigns in one flow.
The bet is simple: orchestration beats silos. Cognizant brings global delivery and transformation expertise, while Typeface provides an agentic AI platform built to coordinate people, data, and systems across the entire marketing lifecycle.
Why this matters now
Legacy operating models are slow and scattered, and audiences won't wait. Cognizant's "New Minds, New Markets" research projects that by 2030, AI-embracing consumers could drive 55% of purchasing activity-about $4.4T in the U.S.
If your stack can't adapt in real time, you'll miss the moments that move pipeline. Orchestration is becoming the default, not a nice-to-have.
What the partnership delivers
- Unified workflow: from ideation and content creation to channel optimization in one system.
- Agentic AI orchestration: autonomous agents coordinate tasks, assets, and approvals while keeping humans in control.
- Enterprise integration: connects to CRM, CMS, and CDP platforms to use the data you already have.
- Personalization at scale: faster time-to-market for quality creative and consistent brand experiences.
- Governance and transparency: enterprise-grade guardrails aligned to responsible AI practices.
How it works in practice
- Brief in → AI drafts creative options and channel plans based on goals, audience, and brand rules.
- Review and refine → Teams collaborate, approve, and adapt variations by persona and channel.
- Activate → Content pushes to CMS, CRM, and ad platforms with tracking baked in.
- Optimize → Performance signals trigger tweaks to messaging, spend, and sequencing-continuously.
Leadership perspectives
"AI is changing how marketing is executed, but it's also redefining what marketing is," said Ravi Kumar S, CEO, Cognizant. "The next generation of marketing operating models will look more like software than services, designed to sense demand, orchestrate activity and adapt in real time."
"Enterprises are entering a new phase of AI adoption, where intelligence must be embedded into how work actually gets done," said Abhay Parasnis, Founder and CEO of Typeface. "That requires platforms capable of orchestrating people, data and systems at scale."
What you can do next
- Run a stack audit: map your campaign path end to end and flag manual handoffs, duplicate tools, and slow approvals.
- Pick one pilot: a single product line, region, or lifecycle stage. Define success metrics (speed to launch, CPA, CTR, lift in qualified pipeline).
- Close data gaps: connect CRM, CMS, and CDP so creative, segmentation, and measurement speak the same language.
- Set guardrails: brand rules, approvals, and compliance flows that keep quality high without adding friction.
- Train the team: upskill marketers on agentic workflows, prompt strategy, and measurement frameworks.
Implementation and scale
Cognizant will provide advisory, implementation, creative, and change-management services, plus dedicated delivery teams trained on Typeface's platform. The goal: help enterprises deploy, integrate, and scale agentic workflows across channels and regions.
Typeface's platform orchestrates the marketing lifecycle in one place, while Cognizant operationalizes the change-so you're not stuck with another tool, you're running a new operating model.
Governance and accountability
Both companies emphasize responsible AI, transparency, and enterprise-grade governance. Projections and performance claims depend on data quality, team adoption, and market conditions-treat them as targets, not guarantees.
Where to learn more
- Cognizant - solutions, case studies, and enterprise services.
- AI Certification for Marketing Specialists - practical training to help your team adopt agentic workflows and measure impact.
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