The CFO carousel keeps spinning in fintech—but this one looks strategic.

Branch has appointed Matt Peterson as Chief Financial Officer, bringing in a finance executive with deep capital markets and IPO experience as the company accelerates enterprise expansion and payments infrastructure growth.

Peterson’s résumé reads like a pre-IPO playbook. He helped guide Fastly through its 2019 public offering and has led or advised on more than $15 billion in transactions across accounting, investment banking, and senior finance roles. He later held leadership positions at Attentive Mobile and most recently served as CFO of Snappy, where he managed financial operations during rapid scaling.

For Branch, the hire signals maturity—and possibly ambition.

A Fintech at an Inflection Point

Branch operates in the fast-growing workforce payments space, providing digital wallet and earned wage access solutions to employers, gig platforms, and franchises. Its client roster includes Uber, Instacart, Indeed Flex, and franchise brands such as Jimmy John's, Dunkin', and Marco's Pizza.

The company reports growth exceeding 1,200% over the past three years and recognition from Deloitte and Inc. Magazine as one of the fastest-growing firms in the U.S.

That kind of expansion demands more than scrappy startup finance. It requires forecasting rigor, scalable systems, and investor-ready controls—especially in a fintech sector facing tighter regulatory scrutiny and margin pressure.

Peterson’s mandate is clear: modernize core systems, elevate planning capabilities, and implement processes that can sustain efficient long-term growth.

Why CFO Hires Matter in Fintech

In high-growth fintech, the CFO role has evolved beyond accounting oversight. Today’s finance chiefs are strategic operators—connecting product usage data to revenue modeling, balancing growth with unit economics, and preparing companies for potential liquidity events.

Peterson’s background suggests Branch may be laying groundwork for its next chapter, whether that’s large-scale fundraising, strategic acquisition, or an eventual IPO.

His experience at Fastly during its public debut is particularly relevant. Taking a company public involves more than ringing the bell—it demands governance frameworks, compliance discipline, and operational transparency that can withstand public-market scrutiny.

At Snappy, Peterson navigated product expansion and increasing financial complexity—another parallel for Branch as it deepens its payments infrastructure and broadens enterprise reach.

Payments Infrastructure as Competitive Moat

Branch operates in a crowded but rapidly evolving segment of fintech: workforce financial access. Earned wage access, digital wallets, and real-time payments are reshaping how hourly and gig workers get paid.

As payroll cycles accelerate and gig platforms expand globally, payments infrastructure becomes a strategic asset. Companies that can offer embedded financial tools—while maintaining compliance and capital efficiency—stand to win.

Peterson’s track record in connecting financial frameworks with operational data could help Branch sharpen that edge. In fintech, product metrics and financial metrics are inseparable; usage patterns directly affect float, risk exposure, and revenue timing.

Scaling responsibly in that environment requires tight integration between finance, product, and compliance teams.

Leadership Alignment at a Transformational Moment

CEO Atif Siddiqi described Peterson’s arrival as timely, citing major transformation across fintech, workforce technology, and software markets.

That transformation cuts both ways. Investor appetite for growth remains strong—but profitability and efficiency have re-entered the spotlight. Companies that can demonstrate disciplined scaling, strong fundamentals, and clear paths to margin expansion are commanding premium valuations.

Peterson himself characterized Branch as a “real business with strong fundamentals” at an exciting lifecycle stage—a phrasing that often precedes structural scaling.

The Bigger Picture: Professionalizing Growth

CFO hires are rarely flashy. But in high-growth fintech, they’re often predictive.

When startups bring in executives with IPO and capital markets experience, it typically signals a pivot from rapid experimentation to structured expansion. Systems get upgraded. Forecasting tightens. Governance strengthens.

For Branch, that could mean building the financial foundation necessary to support deeper enterprise penetration, larger transaction volumes, and potentially global expansion.

The workforce payments market isn’t slowing down. But as competition intensifies, operational excellence—not just product innovation—will determine long-term leaders.

By adding a finance executive seasoned in high-growth tech and public-market preparation, Branch appears to be betting that its next phase will demand exactly that discipline.

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Regional print providers don’t usually reinvent themselves as AI advisors.

But that’s exactly what Doceo is attempting with the launch of its new Business Services Division—a move that broadens the company’s traditional outsourced print operations into a multi-practice consulting and services portfolio.

The expansion introduces four core practice areas: AI Advisory Services, Marketing Advisory & Growth Services, Outsourced Print & Mail Solutions, and Branded Merchandise & Apparel. Together, they signal a strategic pivot from transactional vendor to full-service business partner.

For a company rooted in print, that’s not incremental growth. It’s a positioning reset.

From Print Vendor to AI and Growth Partner

Doceo built its reputation around outsourced print and mail—handling statements, invoices, regulatory communications, direct mail production, and HIPAA-compliant document processing.

That foundation remains intact under the new division. But now it’s flanked by services that extend far upstream into strategy and digital transformation.

The AI Advisory Services practice offers readiness assessments, strategy development, training, AI assistant and agent development, document intelligence, and managed AI services. In practical terms, this shifts Doceo into advisory territory typically occupied by digital consultancies and larger systems integrators.

The timing isn’t accidental. As AI hype floods the mid-market, many regional businesses are looking for guidance that’s operationally grounded rather than theoretical.

Jim Haney, Doceo’s Chief Marketing and Technology Officer and the executive leading the new division, has been explicit about that distinction. Businesses, he argues, need partners who understand their workflows—not just AI demos.

Haney joined Doceo in early 2025 with more than 25 years of experience across OEMs and dealer organizations, along with certification in AI and Digital Transformation from MIT. His background suggests the expansion isn’t opportunistic—it’s architected.

Marketing Advisory Meets Operational Infrastructure

The second pillar of the new division—Marketing Advisory & Growth Services—pushes even further into consultative territory.

Offerings include fractional CMO engagements, marketing investment audits, AI and search visibility assessments, brand voice development, website and social strategy, and LinkedIn-based social selling programs.

For clients already relying on Doceo for print and mail fulfillment, the adjacency is logical. Direct mail campaigns, branded collateral, and marketing automation often intersect. By adding strategic marketing advisory, Doceo aims to capture a larger share of wallet while creating tighter integration between physical and digital outreach.

In a Mid-Atlantic regional market filled with SMBs and mid-sized enterprises, a bundled approach—print, AI advisory, and marketing strategy under one roof—could simplify vendor management for resource-constrained teams.

Doubling Down on Core Strengths

While the AI and marketing practices grab attention, Doceo isn’t abandoning its roots.

The Outsourced Print & Mail Solutions practice continues to anchor the business, offering:

• Transactional document production

• Variable data printing

• Regulatory and compliance mailings

• Postal optimization

• HIPAA-compliant processing

• Campaign fulfillment and kitting

These services remain mission-critical for industries like healthcare, financial services, and government, where compliance and accuracy are non-negotiable.

By layering AI and advisory services on top of established operational capabilities, Doceo appears to be positioning itself as a modernization partner rather than a commodity print provider.

That distinction matters in a market where managed print services face margin pressure and digitization continues to reduce traditional print volumes.

Branded Merchandise as Experience Layer

The fourth practice—Branded Merchandise & Apparel—rounds out the division with corporate apparel, promotional products, onboarding kits, company stores, and event merchandise.

While seemingly orthogonal to AI advisory, the inclusion fits a broader “business services” narrative. Companies scaling their marketing or workforce initiatives often require branded assets, especially for recruitment, onboarding, and client engagement.

Bringing these services in-house gives Doceo additional recurring revenue streams and deepens client relationships beyond single-project engagements.

A Regional Growth Play

CEO John Lewis framed the division as a natural evolution driven by client demand. According to Lewis, customers increasingly asked for more services beyond print—prompting the company to invest in talent and expand capabilities.

For regional providers, expansion into adjacent services is often the difference between stagnation and sustained growth. By broadening its portfolio, Doceo positions itself to compete not just with other print dealers, but with boutique consultancies and specialized marketing firms.

The key test will be execution.

AI advisory is crowded, and credibility hinges on demonstrable outcomes. Marketing strategy services compete in a saturated market. Success will likely depend on Doceo’s ability to leverage its operational credibility and long-standing client relationships to differentiate from pure-play consultants.

The Bigger Picture: Convergence in Business Services

Doceo’s move reflects a wider convergence trend. As digital transformation accelerates, the lines between IT services, marketing advisory, document management, and workflow automation continue to blur.

Clients increasingly prefer partners who can connect strategy with execution—AI roadmap to document automation, marketing strategy to campaign fulfillment.

By formalizing its Business Services Division, Doceo is betting that convergence is not just a buzzword but a durable business model.

For a company that started in outsourced print, the evolution underscores a broader truth: in 2026, growth isn’t about paper volume. It’s about platform thinking—whether that platform is digital, physical, or increasingly, both.

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Influencer marketing has no shortage of AI tools. What it lacks is cohesion.

That’s the gap Humanz is aiming to close with the launch of Humanz+, a new infrastructure layer designed to integrate AI across the entire creator marketing lifecycle. Rather than bolting AI onto isolated tasks—research here, scripting there, analytics elsewhere—Humanz+ positions itself as an AI-native operating system that spans discovery, briefing, content creation, paid amplification, and performance optimization.

In short: one system instead of five dashboards and a spreadsheet.

With 75% of brands and 86% of creators already using or planning to use AI in influencer marketing, according to company data, the shift toward automation is well underway. But fragmentation remains a persistent drag on performance.

Humanz+ wants to eliminate that friction.

From Influencer Tool Stack to AI Infrastructure

Traditional influencer marketing workflows often look like this: teams use one tool for creator discovery, another for campaign management, separate AI apps for scripting or ideation, and a different analytics platform to track results. Insights get siloed. Context gets lost. Optimization happens late—if at all.

Humanz+ consolidates those steps into a unified system that feeds data forward and backward across the campaign lifecycle.

The platform’s AI analyzes past campaign performance to inform research, generates optimized briefs in minutes (cutting a typical 1–2 hour process down to roughly 10 minutes), and suggests creative concepts based on competitor activity, social sentiment, and product reviews.

That data then informs creator discovery, where AI evaluates past performance, engagement quality, and content alignment. The system also automates negotiation and contracting—often the most time-consuming part of onboarding influencers.

Once campaigns go live, the AI engine monitors performance across media channels and adjusts creative, targeting, and even landing pages to maximize ROI.

It’s a full-funnel pitch: less manual orchestration, more continuous optimization.

Paid Media Becomes Core to Creator Strategy

A notable component of Humanz+ is its emphasis on Partnership Ads—turning influencer content into scalable paid media assets.

The platform supports distribution across:

• Meta Platforms Partnership Ads

• YouTube Partnership Ads

• TikTok Spark Ads

According to Humanz, partners see a 20–30% uplift in results within the first two months, including improved return on ad spend (ROAS).

That shift reflects a broader trend in creator marketing: organic reach alone is no longer enough. Brands increasingly treat influencer content as performance media, blending authenticity with paid amplification.

The challenge has been measurement parity. Performance marketers expect granular tracking, rapid optimization, and clear ROI. Influencer campaigns have historically lagged in those areas.

By integrating paid social capabilities directly into the creator workflow—bolstered by its recent acquisition of Bambassadors—Humanz is betting it can bridge that gap.

An Operating System, Not Just a Feature Set

CEO Liran Liberman describes Humanz+ as more than a faster version of existing workflows. The ambition is to redefine how brands and creators collaborate in an AI-first era.

That framing matters.

As martech stacks balloon, vendors increasingly compete to become the “system of record” for a given function. In influencer marketing, that role has been fragmented across marketplaces, analytics tools, CRM integrations, and performance platforms.

Humanz+ bundles five interconnected AI capabilities into what it calls a single operating system:

• Campaign research

• AI-generated briefing

• Creative ideation and scripting

• Creator discovery and automated engagement

• AI-powered monetization and optimization

The throughline is data continuity. Insights from research inform creative. Creative informs creator selection. Creator performance feeds back into future campaign strategy.

If executed well, that loop could reduce one of influencer marketing’s biggest pain points: disconnected insights that don’t translate into smarter future campaigns.

Early Results and Market Timing

Humanz says early adopters are already seeing impact. One global beauty brand reportedly achieved a $1 million run rate within six months of launching a U.S. product using the platform, securing an additional $3 million in investment to scale further.

While single-case studies don’t define a category, they illustrate the platform’s pitch: influencer marketing can be as measurable and scalable as paid search or programmatic display—if powered by integrated AI.

The timing also aligns with capital momentum. Humanz recently raised $15 million to further develop AI-driven strategies like Humanz+. With the creator economy continuing to mature, infrastructure players—not just talent marketplaces—are attracting investor attention.

The Bigger Picture: Creator Marketing Grows Up

The influencer space has evolved from brand awareness experiments to performance-driven growth channels. As budgets increase, so do expectations for accountability.

AI is accelerating that shift. Automated research, predictive performance modeling, and dynamic creative optimization are no longer fringe capabilities. They’re becoming competitive necessities.

Humanz+ reflects this maturation. It treats influencer marketing not as a creative sidecar, but as a structured, AI-optimized growth engine integrated with paid media.

Currently in private beta with dozens of customers, Humanz+ is slated for broader availability in Q2 2026. If adoption trends hold, the future of influencer marketing may look less like influencer management—and more like AI-orchestrated performance marketing with creators at the center.

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Enterprise-ready generative AI just moved deeper into the creative stack.

Bria.ai announced expanded availability of its visual foundation models across major production platforms, including Photoshop, Houdini, Nuke, and ComfyUI. The integrations embed Bria’s licensed, attribution-based generative AI directly into professional workflows for animation, VFX, and design teams.

The company also expanded its partnership with Toon Boom Animation, further anchoring its position in high-end animation and storyboarding pipelines.

The timing is strategic. As legal scrutiny intensifies around AI training data and copyright risk, Bria is betting that compliance—not just capability—will be the deciding factor for enterprise adoption.

Generative AI, Minus the Legal Gray Area

Unlike consumer-first image generators, Bria markets itself as “Pro-Creative AI”—a platform built specifically for enterprises that need reproducibility, legal clarity, and predictable outputs.

Its differentiator starts with training data. Bria says its models are trained exclusively on 100% licensed datasets sourced from more than 30 content partners, including Getty Images and Envato.

That’s a pointed contrast to rivals that have faced lawsuits over scraped internet data. Getty Images, notably, has pursued legal action against other generative AI vendors for alleged copyright infringement—highlighting just how fraught the training-data debate has become.

Bria’s approach goes further with a patented attribution engine designed to track content lineage and compensate data owners based on their contribution to generated outputs. In theory, that creates an auditable, economically sustainable model for AI-generated media.

In practice, it gives enterprises something they increasingly demand: indemnification and defensible IP positioning.

Built for Deterministic Outputs

Another friction point for professional creators has been unpredictability. Traditional text-to-image systems often produce impressive—but inconsistent—results, making them difficult to integrate into production environments where reproducibility matters.

Bria claims its structured parameter controls enable deterministic outputs. That means creative teams can reproduce and refine results reliably, rather than chasing variations through iterative prompting.

For industries like film, advertising, and gaming—where version control and pipeline consistency are mission-critical—that’s not a nice-to-have. It’s table stakes.

By embedding its models directly into established production tools such as Houdini for procedural 3D content and Nuke for compositing, Bria sidesteps the “AI as separate app” problem. Artists can generate and refine assets inside tools they already use, reducing friction between experimentation and final output.

EU AI Act Compliance as a Selling Point

Bria also emphasizes full compliance with the EU AI Act, Europe’s sweeping regulatory framework governing artificial intelligence systems. For multinational enterprises, particularly those operating in or selling into the EU, regulatory exposure is no longer theoretical.

By positioning compliance as a foundational feature rather than an afterthought, Bria is aligning itself with enterprise governance priorities. The company says it provides IP and privacy indemnification, aiming to remove a key barrier to scaling AI-generated content.

This compliance-first messaging has resonated in award circles as well. Bria was recently named a finalist for Innovation in Pre-Production at the 2026 HPA Awards, recognizing its attribution technology. The company has also landed on the CB Insights AI 100 list and earned accolades from Fast Company and SiliconANGLE.

In a crowded generative AI landscape, third-party validation can help signal staying power.

A Strategic Play for the Creative Production Layer

The expansion across Photoshop, Houdini, Nuke, ComfyUI, and Toon Boom suggests Bria is targeting the professional production layer rather than casual creators.

That’s a distinct strategic choice.

While consumer image generators compete on viral outputs and ease of use, Bria is competing on infrastructure—legal frameworks, deterministic controls, and enterprise-scale deployment. It’s less about generating a single striking image and more about embedding AI safely into long-term production pipelines.

For animation and VFX studios, the integration with Toon Boom is particularly notable. Colin Bohm, CEO of Toon Boom Animation, framed the partnership as “for the industry, by the industry,” underscoring a shared emphasis on responsible, professional-grade AI foundations.

The Bigger Picture: Compliance as Competitive Advantage

As generative AI matures, the battleground is shifting.

Raw model capability is rapidly commoditizing. What’s harder to replicate is a compliant data supply chain, attribution transparency, and regulatory readiness.

Bria’s latest expansion underscores a broader industry inflection point: enterprise adoption will likely hinge less on novelty and more on governance. Creative teams want power—but they also need protection.

By embedding licensed, attribution-driven AI into the core tools of professional production, Bria is positioning itself not as a disruptor of creative workflows, but as a reinforcement layer—adding automation without adding legal uncertainty.

In a market where lawsuits and regulatory scrutiny are accelerating, that may be the more sustainable innovation.

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Cognizant is widening its footprint in global logistics, announcing an expanded partnership with Wallenius Wilhelmsen, a leading provider of Roll-on/Roll-off (RoRo) shipping and finished vehicle logistics.

Under the new agreement, Cognizant will deliver technology services spanning core applications and infrastructure—effectively moving from service vendor to strategic digital partner. The goal: modernize legacy systems, streamline digital operations, and help Wallenius Wilhelmsen sharpen its positioning as an integrated supply chain provider.

For an industry built on physical movement—cars, heavy machinery, rolling cargo—the next competitive frontier is increasingly digital.

From IT Support to Strategic Partner

While financial terms were not disclosed, the scope signals a deeper level of integration. Cognizant will support core business applications and underlying infrastructure, areas that directly influence operational efficiency, data visibility, and customer experience.

That shift is significant.

Core application modernization is rarely cosmetic. It often involves untangling decades-old systems, rationalizing overlapping platforms, and migrating workloads to cloud or hybrid environments. For global shipping and logistics companies, the stakes are particularly high: downtime or integration failures can ripple across ports, terminals, and supply chain partners worldwide.

Saket Gulati, SVP and Head of Northern Europe at Cognizant, framed the move as a natural progression in a long-term relationship—transitioning from delivering discrete services to supporting Wallenius Wilhelmsen’s broader digital ambitions.

The emphasis on “modernizing legacy portfolios” and introducing “practical AI-driven efficiencies” suggests the mandate goes beyond infrastructure stability. It points to automation, analytics, and possibly predictive optimization layered on top of core logistics systems.

AI Moves Deeper Into Maritime Logistics

AI adoption in supply chain management has accelerated since the pandemic exposed structural fragilities in global logistics networks. Shipping lines, ports, and logistics operators are increasingly turning to machine learning for route optimization, demand forecasting, capacity planning, and document automation.

For a RoRo specialist like Wallenius Wilhelmsen—whose operations revolve around moving finished vehicles and rolling equipment efficiently—digital precision matters. Scheduling inefficiencies, documentation delays, or siloed data can quickly erode margins.

By embedding AI capabilities into core systems rather than treating them as standalone pilots, Cognizant’s expanded role could help Wallenius Wilhelmsen operationalize intelligence at scale.

That approach aligns with a broader industry pattern: AI initiatives that live outside core systems tend to stall. AI embedded into ERP, fleet management, and customer portals has a better chance of reshaping daily workflows.

Building an Integrated Supply Chain Model

Wallenius Wilhelmsen has been positioning itself as more than a shipping company—aiming to operate as an integrated supply chain partner. That evolution requires end-to-end visibility across ocean transport, inland logistics, processing centers, and customer interfaces.

Richard Åstrand, SVP Digital Strategy Lead at Wallenius Wilhelmsen, underscored the need for collaborators who understand the business and can drive efficiency without introducing unnecessary complexity.

In practice, that means harmonizing systems across geographies, ensuring data consistency, and enabling real-time insights for customers and internal teams alike.

For Cognizant, the deal reinforces its strategy of embedding deeply within enterprise clients, particularly in asset-heavy industries undergoing digital reinvention. IT services firms are under pressure to demonstrate tangible business outcomes—reduced operating costs, faster cycle times, improved resilience—rather than simply delivering technical upgrades.

The Competitive Context

The global logistics and maritime sector is in the midst of a technology reset. Major players are investing in:

• Cloud migration to replace aging on-premise systems

• Automation to reduce manual documentation and customs processing

• Predictive analytics to manage capacity and disruptions

• Cybersecurity upgrades as attack surfaces expand

As shipping becomes more data-driven, IT partners that can manage both foundational infrastructure and forward-looking AI initiatives stand to gain strategic influence.

For Cognizant, expanding within an established client signals confidence in its ability to deliver at scale. For Wallenius Wilhelmsen, it’s a bet that digital modernization—done pragmatically—can strengthen its competitive edge in a volatile global trade environment.

The takeaway: in maritime logistics, digital transformation is no longer about incremental upgrades. It’s about rebuilding the core while layering intelligence on top.

And in that race, partnerships matter as much as platforms.

Get in touch with our MarTech Experts.

Workforce readiness is getting an AI assist—inside correctional facilities.

ViaPath Technologies has launched ViaChat, an AI-powered conversation platform designed to deliver career guidance and educational support to incarcerated individuals. The tool centers on a dedicated “Career Guide” chatbot that offers tailored advice based on a user’s hobbies, work history, and education—marking a notable expansion of generative AI into correctional environments.

Early results suggest strong demand. A pilot program at Laurel County Correctional Center in Kentucky—housing roughly 640 individuals—has averaged about 1,000 chatbot sessions per day since its September debut. Each session runs about eight minutes.

For a sector often slow to adopt emerging tech, that’s a meaningful signal.

AI for Reentry, Not Recreation

ViaChat positions itself squarely around reentry and workforce development. The Career Guide chatbot engages users in structured conversations about professional interests, workplace readiness, and long-term goals. It provides feedback framed as supportive and constructive, with guardrails intended to keep interactions appropriate and secure.

Each session begins with no retained memory of previous conversations. According to ViaPath, this “fresh start” model is designed to foster psychological safety and minimize risk tied to stored personal data. All sessions are logged for quality assurance and system improvement, but the experience itself does not build a longitudinal profile of the user.

That design choice highlights a key tension in AI deployment: personalization versus privacy. In consumer marketing, persistent context is often the differentiator. In correctional settings, the calculus shifts toward safety, compliance, and ethical oversight.

Free to Facilities, High Usage From Day One

The Laurel County pilot is being provided at no cost to both incarcerated individuals and the facility—an important detail in a corrections market where budgets are tight and technology investments are scrutinized.

Jamie Mosley, the facility’s jailor, described ViaChat as one of its most impactful digital resources, citing its ability to provide a constructive outlet without adding workload to staff. In an environment where staffing shortages and burnout are ongoing concerns, automation that doesn’t create administrative overhead carries practical appeal.

The platform’s popularity also reflects pent-up demand. Reentry preparation, professional communication skills, workplace readiness, and legal terminology tied to employment—such as federal programs under the Second Chance Act—rank among the most discussed topics.

In one example shared by the company, when a user asked about federal pilot programs under the Second Chance Act, ViaChat explained how grants fund reentry services and offered help identifying programs and planning next steps.

That type of contextual explanation—accessible, conversational, and on demand—can be difficult to deliver consistently at scale through traditional in-person programming alone.

AI Enters the Corrections Tech Stack

ViaPath is best known for communications and technology services within correctional facilities, and ViaChat represents its first major push into AI-driven advisory tools.

The broader trend is clear: generative AI is expanding beyond enterprise productivity and marketing use cases into public sector and institutional environments. Education, healthcare, and now corrections are testing conversational AI as a way to augment limited human resources.

The stakes are different here.

Incarcerated individuals face well-documented barriers to employment post-release, from skills gaps to employer hesitancy. Workforce development programs have long been central to reducing recidivism, but access and personalization vary widely by facility.

An AI companion doesn’t replace human counselors, but it can provide continuous availability. In environments where access to career advisors may be constrained by staffing or scheduling, a chatbot that fields 1,000 daily sessions begins to look less like novelty and more like infrastructure.

Built With Lived Experience

The ViaChat initiative is led by Antonio Sadler, Project Manager and AI Analyst at ViaPath and Treasurer of the ViaPath Foundation Board. Sadler’s own journey—from incarceration to leadership—shapes the product’s design philosophy.

He has said the tool was built to address challenges he faced personally, particularly around understanding employment pathways after release. That lived experience informs the chatbot’s tone and focus on education, confidence-building, and practical guidance.

From a product strategy perspective, that kind of domain insight is increasingly common in mission-driven tech deployments. It also strengthens credibility in a space where authenticity and trust are critical.

Guardrails, Logging, and Oversight

AI deployment in correctional settings inevitably raises questions around misuse, misinformation, and oversight.

ViaPath emphasizes that ViaChat includes safeguards to ensure conversations remain constructive and secure. All sessions are logged for quality assurance and iterative improvement. The company frames the system as supportive rather than prescriptive, focused on information and encouragement rather than binding advice.

The “no memory” session design may also limit risk exposure tied to long-term data accumulation. However, it potentially constrains the kind of adaptive personalization seen in other AI systems. Whether future iterations strike a different balance between continuity and privacy remains to be seen.

What This Means for the Future of Reentry Tech

ViaChat is positioned as the first in a planned series of AI-driven programs from ViaPath aimed at modernizing corrections environments and expanding second-chance opportunities. The company has signaled interest in extending similar capabilities to juvenile-focused initiatives through its foundation.

If the Laurel County pilot is a leading indicator, AI-enabled advisory tools could become standard digital resources in facilities that already deploy tablets, messaging systems, and educational platforms.

The key question is impact.

High session counts are promising, but long-term metrics—job placement rates, program enrollment, reduced recidivism—will ultimately determine whether AI companions meaningfully shift reentry outcomes.

For now, ViaChat illustrates a broader evolution: generative AI is moving from productivity enhancer to social infrastructure. Inside correctional facilities, that shift could redefine how individuals prepare for life after release—one eight-minute conversation at a time.

Get in touch with our MarTech Experts.

Generative AI isn’t a shiny new experiment anymore—it’s marketing’s default setting.

A new report from Typeform, Get Real: Generative AI and the Marketer, finds that 95% of marketers now use generative AI in their work. Even more telling: 74% say they depend on it or use it regularly. In other words, AI has crossed the line from “nice-to-have” to operational infrastructure.

Based on a survey of 2,256 respondents—1,191 marketers and 1,065 consumers—the report offers a timely snapshot of AI’s normalization inside marketing teams. But the more interesting takeaway may be what it says about trust: consumers care less about whether AI was used and more about whether the content is good.

That nuance could reshape how brands think about transparency, differentiation, and the elusive “human touch.”

AI Is Now Table Stakes

If you work in marketing and aren’t using generative AI, you’re officially in the minority.

Among the 95% adoption rate, the most common use case is copywriting and written content (79%). Visuals and graphics follow at 57%, with video and motion design at 31%. That hierarchy mirrors what we’ve seen across the martech stack: text-first tools are the gateway drug, with visual and video workflows following close behind.

The sentiment? Overwhelmingly optimistic.

Sixty percent of marketers say they feel hopeful about AI’s role in their work, compared to just 13% who describe themselves as skeptical. Even more striking, 71% say they’re just as proud—or prouder—of their output when AI is involved.

That finding runs counter to early fears that AI-assisted work would feel like “cheating” or diminish creative ownership. Instead, AI appears to be reframed as a productivity partner, not a creative shortcut.

This aligns with broader industry trends. Platforms across the ecosystem—from CRM giants to content management systems—are embedding AI natively, not as add-ons. In that context, Typeform’s framing of AI as workflow infrastructure rather than novelty tech feels less like hype and more like inevitability.

The Trust Gap Isn’t What You Think

For the past two years, AI transparency has dominated headlines. Should brands disclose AI-generated content? Will audiences punish them if they don’t?

Typeform’s data suggests the answer is more complicated than either side admits.

While 59% of consumers believe brands should disclose when content is AI-generated, only 21% say AI-generated marketing would actually make them trust a brand less.

That’s a significant gap between principle and behavior.

Consumers may endorse transparency in theory, but in practice, quality and intent carry more weight. If the content resonates, informs, or entertains, the production method becomes secondary.

Meanwhile, marketers are already acting on that calculus. Nearly half say they’ve published AI-generated work without disclosing it—and would do so again.

That’s not necessarily a sign of bad faith. It may reflect a shift in how AI is perceived internally. If AI is simply another tool—like spellcheck, design software, or marketing automation—marketers may not see it as requiring disclosure at all.

Still, the optics matter. The gap between consumer expectations and marketer behavior isn’t insignificant, even if the “trust penalty” appears smaller than many feared. Brands operating in regulated or reputation-sensitive sectors may still tread carefully.

The broader implication: AI disclosure debates may evolve from binary transparency mandates to more context-driven guidelines. In a world saturated with AI-assisted content, the differentiator becomes craftsmanship, not the toolchain.

Human Editing Is the Real Differentiator

If AI is becoming baseline, what sets teams apart?

According to the report, it’s human judgment.

A full 91% of marketers say they occasionally or often edit AI-generated copy to ensure it sounds human. That figure underscores a critical point: while AI accelerates production, it doesn’t eliminate the need for voice, empathy, or brand nuance.

In fact, the more AI handles the mechanical heavy lifting, the more marketers are doubling down on what machines can’t easily replicate—context, cultural awareness, and audience insight.

This dynamic echoes a broader shift in marketing roles. As automation handles execution, strategic oversight and creative direction become more valuable. The marketer of 2026 looks less like a content factory and more like a systems architect—overseeing prompts, refining outputs, and aligning everything to business goals.

Malinda Sandman, Global VP of Marketing at Typeform, frames it as a transition from experimentation to expectation. AI is no longer the edge case; it’s the assumed baseline. The opportunity, she argues, lies in pairing intelligent systems with genuine audience understanding.

That’s a subtle but important repositioning. If AI-generated content becomes ubiquitous, differentiation shifts upstream—to data collection, audience insight, and workflow orchestration. That’s precisely where Typeform wants to play: turning conversational data into actionable marketing automation.

From Forms to Workflows

Typeform has long positioned itself as more than a form builder. The company describes its platform as an AI engagement tool that turns forms into workflows—collecting conversational data and activating it through automation.

The timing of this report isn’t accidental.

As AI-generated content floods the web, first-party data and nuanced audience understanding become competitive advantages. Marketers need more than generic prompts—they need contextual inputs. Platforms that help teams capture high-quality data and feed it into AI-driven workflows stand to benefit.

In that sense, the report doubles as market commentary. AI may be commoditizing content creation, but it’s increasing the strategic value of data infrastructure.

For B2B teams, especially, that shift matters. As buying committees grow more complex and digital touchpoints multiply, the ability to gather structured insights—and translate them into personalized, automated journeys—becomes central to growth.

Methodology at a Glance

The findings are based on a survey of 2,256 respondents, including 1,191 marketers and 1,065 consumers, predominantly in the United States. Marketers represented a cross-section of roles—content, social, paid media, analytics, growth, and creative—across career levels and company sizes.

Separate survey paths were used for marketers and consumers, enabling side-by-side comparisons of how each group uses and perceives AI. Typeform leveraged its own conversational logic, video, and audio response features to capture both quantitative trends and qualitative nuance.

While survey-based research always reflects a moment in time, the scale and cross-functional mix give the results weight—particularly as AI adoption continues to accelerate.

The Bigger Picture: AI Is Normal Now

If there’s one headline takeaway, it’s this: generative AI is no longer controversial inside marketing departments. It’s operational.

The real debate has moved beyond “Should we use AI?” to “How do we use it well?”

That shift reframes the competitive landscape. Early adopters gained speed. Now, nearly everyone has speed. The advantage comes from orchestration—how effectively teams integrate AI into workflows, safeguard brand voice, and leverage audience data.

And as Typeform’s data suggests, consumers aren’t policing tools as aggressively as many feared. They’re judging outcomes.

In a content-saturated market, that’s both liberating and sobering. AI may level the production playing field, but it doesn’t guarantee resonance. Quality, relevance, and authenticity still decide who earns attention—and trust.

For marketers, the message is clear: AI is baseline infrastructure. Human insight is the multiplier.

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UK ecommerce group THG PLC has announced a strategic partnership with global adtech leader The Trade Desk, giving advertisers direct, self-serve access to high-intent beauty retail data for the first time.

Through The Trade Desk’s Kokai media-buying platform, brands and agencies can now activate audience segments derived from THG’s beauty retailers Cult Beauty and LOOKFANTASTIC across the open internet.

The move positions THG Beauty Media more firmly within the fast-growing retail media ecosystem—while giving advertisers access to commerce-backed targeting beyond walled gardens.

Commerce Data Goes Self-Serve

The integration allows media buyers to tap into audience segments built from real-world ecommerce behaviour, spanning categories such as:

• Skincare

• Makeup

• Haircare

• Fragrance

• Nutrition

Segments range from high-value and budget shoppers to intent-driven browsers and lapsed customers. Crucially, advertisers can measure campaign performance against actual sales outcomes, enabling closed-loop attribution and improved return on ad spend (ROAS).

Unlike some retail data partnerships that require clean room integrations, this offering provides event-level data activation directly within Kokai—streamlining execution for agencies and brands.

Full-Funnel Targeting Across the Open Internet

Campaigns activated via The Trade Desk can run across premium open internet inventory, including:

• Connected TV (CTV)

• Digital audio

• Display and video

By applying retail data across brand-building and performance media, marketers can extend ecommerce insights beyond onsite placements and into omnichannel campaigns.

For THG, this expands its retail media proposition beyond owned-and-operated environments—allowing beauty brands to reach audiences wherever they consume content.

Strengthening THG Beauty Media

The partnership is part of THG Beauty Media’s broader push to modernise its retail media infrastructure and grow its marketing services division.

With millions of customers across Cult Beauty and LOOKFANTASTIC, THG combines:

• Large-scale ecommerce transaction data

• In-house creative capabilities

• Closed-loop attribution measurement

LOOKFANTASTIC serves a broad beauty audience with an extensive product range, while Cult Beauty targets trend-driven and premium-focused shoppers with a curated selection of brands. Together, they offer advertisers access to the full spectrum of UK beauty consumers—from casual buyers to category enthusiasts.

Retail Media Expands Beyond Walled Gardens

Retail media networks have become one of the fastest-growing segments in digital advertising, as brands seek first-party data alternatives amid signal loss and tightening privacy regulations.

This partnership signals a broader shift: retail data is increasingly being activated across the open internet rather than confined to retailer-owned media ecosystems.

By combining commerce-backed segments with AI-driven optimisation on The Trade Desk’s platform, advertisers can:

• Reduce media waste

• Improve audience precision

• Optimise toward real sales outcomes

• Align brand and performance objectives

For THG, the move enhances monetisation of its first-party beauty data. For advertisers, it offers scalable access to high-intent audiences without complex integrations.

As retail media evolves from onsite placements to full-funnel omnichannel activation, partnerships like this highlight how ecommerce data is reshaping digital advertising strategy across CTV, audio, and display.

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