Most marketers think of AI as a tool. But what if it’s part of the audience too? In this episode of Soul & Science, Jason Harris is joined by Twilio CMO Chris Koehler to discuss how AI is fundamentally changing the way brands communicate, market, and get discovered. With decades of experience at tech brands including Adobe, Box, and now Twillo, Chris brings a deep understanding of how technology can transform both marketing strategy and customer behavior. Chris shares how Twilio is reimagining marketing for an AI-first world, from creating dedicated AI innovation roles to rebuilding workflows around speed, experimentation, and collaboration. He also explains how AI adoption is changing discovery, the role of brand awareness when agents are finding products for consumers, and why forward-thinking marketing should be optimized for both humans and machines. They also discuss the future of marketing teams, the evolving roles of specialists and generalists, and why less is more in the era of AI-generated content. ⏱️ Chapters 28:60 – Twilio’s PGA Partnership 31:20 – Specialists vs. Generalists in Marketing 34:10 – The Future of Marketing: Less is More 37:20 – Where Is AI Taking Us? Brought to you by Mekanism.