Typeface, a startup developing an AI-powered dashboard for drafting marketing copy and pictures, emerged from stealth this week with $65 million in enterprise equity backing from Lightspeed Enterprise Partners, GV (Google Ventures), M12 (Microsoft’s Enterprise Fund) and Menlo Ventures.

Founded by former Adobe CTO Abhay Parasnis, Typeface attempts to mix generative AI with a brand’s tone, audiences and workflows to — as Parasnis reasonably aspirationally puts it — “reimagine” content workflows and company content development.

“We offer a generative AI application that empowers businesses to develop personalized content,” Parasnis said. “CEOs, CMOs, heads of digital and VPs and directors of creative are all expressing a growing demand for combining generative AI platforms with hyper-affinitized AI content to reinforce the longer term of content workflows.”

Using Typeface, customers can type in a command like “Write a fun blog post about apple juice” to have the platform execute it, writing a several-paragraph draft piece complete with images. The tone of any images and duplicate could be customized to focus on certain demographics, or to align with a brand’s style guidelines.

Actually, there’s a robust desire among the many enterprise to leverage generative AI for promoting use cases.

Over the past few months, agencies contracted by Heinz, Nestlé, Bacardi-owned Martini & Rossi and Patrón have launched ad campaigns using imagery created by text-to-image systems resembling OpenAI’s DALL-E 2 and Midjourney. Just last week, Coca-Cola inked a take care of OpenAI to leverage the corporate’s text-writing ChatGPT and DALL-E 2 to craft ad copy, images and personalized messaging.

There’s a growing industry, in actual fact, of generative AI startups focused on marketing- and ad-specific applications. Startups like Movio, Copysmith, Copy.ai, Sellscale, Jasper, Omneky and Regie.ai are using generative AI to create (ostensibly) higher marketing copy, imagery and even video for ads, web sites and emails.

Uptake has been swift. Statista reports that 87% of current AI adopters are already using, or considering using, AI for improving their email marketing. One other report projects that the marketplace for generative AI can be value greater than $110 billion by 2030.

But with the increasing competition, beyond early winners like OpenAI, it’s not clear which startups will come to face above the remainder when it comes to market traction. Parasnis asserts that Typeface has a fighting probability, owing chiefly to its platform’s safety and governance capabilities in addition to its ability to include “brand-specific” visual assets.

Safety is especially necessary from a brand perspective where it concerns generative AI. Even the perfect text-generating AI today have been shown to make up facts and spout toxic content, content filters or no. Image-generating AI, meanwhile, has come under scrutiny for copying elements of the art and photos in its training data without necessarily attributing them. Getty Images amongst others have sued outstanding creators of generative AI image systems for allegedly infringing on their mental property.

Typeface isn’t the one platform doing this. Nevertheless it  have some traction — Parasnis says that the corporate has customers in industries including marketing, promoting, sales, HR and customer support. One client, Sequoia Advantages Group, is using Typeface to create copy and imagery for marketing and HR teams.

“As we emerge from stealth, we’re excited to see strong early interest and engagement from a various range of mid-large enterprises,” Parasnis continued. “This level of customer response underscores the rapid market growth and highlights the appeal of our unique enterprise-minded vision for micro-personalized, secure content for teams.”