Most marketers see AI as a tool. What if it’s also the audience?

This week on Soul & Science, Jason Harris sits down with Chris Koehler, CMO of Twilio, to discuss B2B marketing and how AI is fundamentally changing the way brands communicate with consumers. From a 10-year stint at Adobe to navigating AI adoption at Box and now Twillo, Chris brings a deep understanding of how technology transforms both marketing strategy and customer behavior.

Chris shares how Twilio is rethinking marketing from the inside out, from creating dedicated AI innovation roles to rebuilding workflows around speed, experimentation, and parallel collaboration. He explains how AI is changing discovery as consumers shift from search engines to AI agents—and why marketers now need to optimize for both humans and machines. They also discuss the increasing importance of brand awareness, the evolving roles of specialists and generalists, and why less is more in a market oversaturated with AI-generated content.

Key Takeaways ✅ AI is both tool and a means of discovery

✅ Generalists work faster, but specialists are the gut-check

✅ Brands awareness is critical in an AI-driven world

✅ Adapting to AI means rethinking entire workflows

✅ The future of marketing is knowing how to say less

Memorable Moments 💡 “B2B doesn’t have to suck.”

💡 “Everyone wants to feel like they’re building something.”

💡 “Content used to be the bottleneck; now it’s ubiquitous.”

💡 “How do you convince AI agents to recommend your brand to humans?”

💡 “The best teams are the ones brave enough to say less.”

Brought to you by Mekanism.