Typeface Launches the Next Generation of its Orchestration Engine

Typeface today released the next generation of its Orchestration Engine, advancing Arc Graph for brand intelligence, Arc Fabric for orchestration, and Arc Loop for closed-loop performance. Together, they close the loop across channels, feeding real campaign results back into what agents create next.

"For years, enterprises have had more insight about their customers than ever, but they couldn't act on it. That is the bottleneck we set out to close," said Abhay Parasnis, founder and CEO of Typeface, in a statement. "The shift is teaching AI to understand a brand deeply, build agents around how each team actually works, and get smarter as campaigns perform, closing the loop from intelligence to execution and back, so every campaign makes the next one better. And it points to experiences that adapt to whoever is on the other side, whether a person or an AI agent."

Arc Graph is Typeface's proprietary context layer that turns brand guidelines into structured rules that Typeface, and now external artificial intelligence tools, can apply. Arc Graph highlights include the following:

• Knowledge graph: What the organization has learned, held as structured, reusable knowledge that grows with every campaign.
• Brand ontologies and voices: Multiple voices learned from how companies actually write, with hierarchy resolution for parent and sub-brands.
• Asset management and design system: An approved content library with AI-native search, plus colors, typography, and logos captured as enforceable structure.
• Brand Agent: Brand compliance for every marketer, applied as content is created, showing which rule applied and why.
• Arc Graph for Claude and ChatGPT: The same brand intelligence can extend beyond Typeface into the general AI tools teams already use.

Arc Fabric is the orchestration layer, bringing the power of modern AI coding platforms to marketing. It spans a runtime that powers agentic work, adaptive agents that carry it out across channels and systems, and a collaborative workspace where people and agents create together. Key capabilities include the following:

• One platform for the whole workflow: Conversational chat, custom agents, and extensibility, so a team runs the entire workflow in one place.
• Agents that finish the job: They plan multi-step work, use a team's own systems required to complete it, and check their own output before handoff.
• Reusable skills: Teams can turn repeatable marketing tasks and expertise into skills that agents can use again across campaigns and workflows.
• Governed and extensible: Control data access and agent autonomy, and extend through MCP, APIs, webhooks, and custom code.

Arc Loop is the optimization layer, and it closes marketing's last mile, where performance data has long sat in a dashboard while the next campaign is built from best practice. Arc Loop brings real performance data back into Typeface, turns it into grounded learnings, and feeds them into what agents create next, so every campaign builds on what the last one learned. Performance flows back automatically; as ad platforms (Google Ads), marketing platforms (Salesforce Marketing Cloud, HubSpot), and warehouses (Google BigQuery, Salesforce Data Cloud) feed results in automatically, or teams can start instantly with a zero-setup CSV upload. Every recommendation shows its work, and real campaign signals become ranked, explainable content variants, with human approval before anything publishes. Learnings write back to Arc Graph, and aach finding becomes reusable knowledge.

"This is a fundamental rewiring of how brands meet their audiences, one where a company controls what AI represents about its brand rather than leaving it to chance. Every brand will need experiences built to speak intelligently to agents, not just to people," said Vishal Sood, president of research and development at Typeface, in a statement. "That is where digital experiences are heading, and it is the future we are building toward."