A New Approach to AI-Powered Marketing

Defyner, a new player in the marketing technology space, has launched a provocative campaign involving brands: stop leasing AI functionalities and begin owning them. This London firm places on the idea that firms should preferably develop AI-driven marketing systems under their control rather than fully based on external platforms and tools. As per Defyner, the emergence of AI agents is drastically changing the operation methods of marketing departments, and this way it is the perfect time for brands to take control over their marketing intelligence and processes.

Why Defyner Believes Ownership Matters

Defyner's founders think that most companies are, in fact, relying on third-party AI services that they cannot completely control. The company warns that such a method might restrict company flexibility, build vendor dependence for a long time, and even stop brands from fully capitalizing on their own data and intellectual property.

On the contrary, Defyner is advocating a system wherein companies develop a tailor-made "Marketing OS", a marketing operating system that is centered on their own brand knowledge, processes, technologies, and customer data. The firm believes that brands should have ownership of these systems just as they do with other essential business assets.

Building a Marketing Operating System

Defyner's main theme revolves around the concept of a Marketing OS. In essence, the company defines this as a layered setup that seamlessly merges all the brand-related data, marketing activities, various tech equipment and AI agents into an integrated system.

The initial component, termed as "Brand Code" by the company, involves transforming a firm's brand books, operational procedures, and proprietary knowledge into terms that can be grasped and utilized by AI systems. As Defyner, this lays down a base for the marketing teams and channels to carry out executions in a uniform manner.

The third part deals with the reengineering of conventional marketing processes. Usually in the linear workflows, task movement from one operator to another is the norm. But, the company intends to bring in autonomous AI-driven workflows with support from intelligent agents.

AI Agents Designed for Everyday Marketing Tasks

Defyner says that their AI agents are capable of assisting various marketing tasks, such as research planning, content creation, media handling, and reporting. The claim is made the these marketing tasks can be done by these systems much faster and cheaper than the conventional way of doing things even while being part of the client's existing technology environment.

The company, instead of making existing technology investments obsolete, wants to link AI skills with the tools and audience data that brands are already using. This is meant to improve the efficiency of organizations while also ensuring that they remain in control of their marketing infrastructures.

Leadership and Vision

Will Fernandez and Daniel Verten launched Defyner in the year 2026. The company calls itself a brand engineering company that aims to guide marketers in the adjustment to the era of agentic AI. They intend to help companies with their thinking, creation, and growth at the pace of software while keeping the control of their marketing systems and data.

What This Means for Brands

Defyner's first project taps into a broader conversation going on the marketing world about who has the ownership and control of AI. As AI is gradually turning into an integral part of marketing activities, Defyner's bet is that companies will want to own the very tools that help them create their campaigns, gain insights, and communicate with their customers rather than relying solely on externally hired solutions.

By encouraging brands to build their own AI-empowered marketing setups, Defyner aims to position itself as a center for the industry's shift towards more independent, connected, and brand-led marketing operations.