Firstsource And Typeface Join Forces To Redefine Agentic Marketing

WOWLY- Your AI Agent May 01, 2026 370 Views

Firstsource Solutions has partnered with Typeface to launch Agentic Marketing Services, a full-stack offering designed to transform content operations into a scalable growth engine. By embedding AI-native marketing systems, the collaboration aims to deliver measurable top-line growth, moving beyond efficiency to drive acquisition, engagement, and retention across regulated industries.

Firstsource, part of the RP-Sanjiv Goenka Group, announced the partnership on April 30, 2026, highlighting how agentic AI is reshaping enterprise marketing. With content operations consuming nearly 30% of CMO budgets and 55% of tasks still manual, the offering leverages AI to automate workflows, personalize engagement, and unify brand intelligence. Typeface provides the orchestration layer, while Firstsource brings deep operational expertise in industries like banking, healthcare, and retail.

Transforming Marketing Operations

The new service integrates micro-segmentation, personalization, and compliance into marketing systems, enabling enterprises to shift from fragmented campaigns to lifecycle-driven engagement. Ritesh Idnani, CEO of Firstsource, emphasized that CMOs seek partners who can transform and operate marketing systems end-to-end, not just provide roadmaps.

Industry Perspectives

Retail and healthcare leaders on Firstsource’s advisory board underscored the impact of agentic AI. Dave Kimbell, former Ulta Beauty CEO, noted that retailers can win revenue through personalized lifecycle engagement. Paul Sanford, ex-Cigna EVP, highlighted how healthcare payers can use compliant, non-PHI pathways to improve affordability and member wellness.

Driving Durable Growth

Abhay Parasnis, CEO of Typeface, stressed that AI only transforms marketing when embedded into workflows that drive real outcomes. Together, Firstsource and Typeface aim to operationalize governed intelligence, turning marketing ambition into scalable execution.

Key highlights

Launch of Agentic Marketing Services by Firstsource and Typeface
AI-driven personalization delivers up to 40% higher revenue
90% of manual content workflows can be AI-enabled
Focus on regulated industries including BFSI, healthcare, and retail
Advisory board leaders highlight retail seasonality and healthcare affordability opportunities

Sources: Firstsource Solutions press release

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