Why Big Tech Is Spending Millions to Partner with Smart AI Startups

What if the next big wave in marketing isn’t about targeting people at all—but impressing their AI agents instead? Abhay Parasnis, CEO of Typeface and former CTO at Adobe, joins us to explain why the future of brand discovery is less “search bar” and more “autonomous agents doing your shopping.” Abhay makes a bold case that most traditional marketing (think SEO strategies, AB tests, and static brand books) is already becoming obsolete. Instead, the brands that win will be the ones building content systems smart enough to speak directly to intelligent agents that buy and sell on our behalf. But this conversation doesn’t stop at marketing disruption. Abhay pulls back the curtain on Typeface’s meteoric rise, driven in large part by early, strategic partnerships with companies like Microsoft, Salesforce, and Google. He argues that AI startups don’t need to outcompete the giants… they need to build what the giants can’t, and then let those giants bring them customers. It’s a refreshing take on B2B growth that flips the usual “go it alone” startup myth on its head. From identifying watermelon metrics to replacing agency workflows with AI copilots, Abhay brings sharp insight, grounded optimism, and just enough heresy to keep it interesting. If you’re trying to navigate the chaos of modern marketing, or just wondering what comes after search, this episode is your map.   Key Moments: 00:00 Abhay Parasnis: CEO of Typeface & Ex-Adobe CTO 06:48 Typeface’s Vision and Genesis 14:03 The Role of AI in Brand Management 17:29 The Future of Agencies in an AI-Driven World 25:06 Change Management and the Adoption of AI 37:46 AI in Campaign Creation and Performance Measurement 40:34 The Future of Search and SEO 46:53 Identifying High-Quality Content in AI-Driven Marketing 48:16 Offline Relationships and Physical Experiences 50:47 The Future of Partnerships in Tech 59:45 Transformation in the C-Suite 01:04:15 Relevant or Not Relevant: Quick Takes 01:05:49 The Future of Digital Content Marketing in an AI-Driven World Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.