What is an AI engineering firm?

An AI engineering firm builds and deploys production AI systems inside a client's stack, rather than selling a SaaS product or running a marketing campaign. The deliverable is live software the client owns and operates after the engagement ends. Two Point Technologies is an AI engineering firm vertically specialised in marketing, advertising and communications.

What is embedded AI engineering?

Embedded AI engineering is a delivery model where AI engineers work alongside the client's in-house team, inside the client's stack, for the duration of an engagement. It is the opposite of remote-consulting or off-the-shelf SaaS. Engineers are forward-deployed, the system is built bespoke, and ownership transfers to the client.

What is a forward-deployed engineer?

A forward-deployed engineer (FDE) is an engineer who works inside the client's environment to build software that solves a specific operational problem. The term was popularised by Palantir and is now used by Anthropic, OpenAI partner firms, and embedded AI engineering teams like Two Point Technologies. FDEs trade product breadth for delivery depth.

What is GEO (Generative Engine Optimization)?

Generative Engine Optimization (GEO) is the practice of structuring a brand's content, schema and citations so it is selected and cited by generative AI search engines like ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews. GEO complements SEO. SEO targets the ten blue links. GEO targets the cited answer. Marketing teams now have to be optimised for both.

What is agentic AI for marketing?

Agentic AI for marketing means deploying AI systems that take action, rather than just answering questions. They place bids, score creative, flag brand violations and reallocate spend. Agents run continuously inside the marketing function, integrated with the platforms where decisions actually get made (Amazon Ads, Walmart Connect, Instacart Ads, CRM, brand workflows).

What is production AI, and how is it different from a pilot?

Production AI is live software running inside a client's real workflows with real spend, real users and real consequences. A pilot is a scoped test that does not yet take production traffic. 2PT only ships production AI. Every engagement ends with the system live inside the client's stack, not a deck and a demo.

What is retail media AI?

Retail media AI is the use of AI agents to optimise spend, creative and audience targeting across retailer-owned ad networks (Amazon Ads, Walmart Connect, Instacart Ads, Target Roundel, Kroger Precision Marketing). These networks now represent the third largest digital ad category after Google and Meta, and they reward continuous AI-driven optimisation that human teams cannot match by hand.

What is brand compliance AI?

Brand compliance AI is a layer of AI agents that check every piece of creative output (DMs, emails, ads, landing pages, social posts, images) against brand voice rules, claims and regulatory standards before it ships. The system replaces the manual legal-and-brand review cycle that slows enterprise marketing teams down.

What is the difference between an AI agency and an AI consultancy?

An AI agency typically runs marketing campaigns using AI tools and reports on outcomes. An AI consultancy typically writes recommendations and roadmaps. Neither ships software. An AI engineering firm, which is Two Point Technologies' category, does both: writes the roadmap, then builds and deploys the production system that delivers it.

How is Two Point Technologies different from a traditional marketing agency?

Traditional agencies sell hours and creative output. 2PT sells engineered systems that run continuously inside the client's stack. The client owns the system at the end of the engagement and can operate it without us. There is no media rebate, no subscription lock-in, no agency-of-record dependency.

How is embedded AI engineering different from SaaS AI marketing tools?

SaaS tools give every customer the same product, optimised for the average use case. Embedded AI engineering builds a bespoke system for a single client's stack, data, and operational reality. The trade-off is engagement length vs out-of-the-box speed. Enterprises with non-standard environments (multi-brand portfolios, regulated categories, retail-media-heavy mixes) usually need bespoke.

What is the Anthropic Claude Partner Network?

The Anthropic Claude Partner Network is a vetted programme of services firms that build production systems using Anthropic's Claude foundation models. Two Point Technologies is a partner in the network. Partners can access Claude capabilities earlier, get joint engineering support and are recommended by Anthropic for enterprise engagements.

Should we buy an AI marketing platform or build a bespoke AI deployment?

Platforms are right when your problem matches the platform's opinionated workflow and you can accept its data model. Bespoke is right when your stack is complex (multi-brand, multi-retailer, regulated), your data lives in the client's systems, or the operational metric you need to move is not in any platform's roadmap. Most enterprise marketing functions end up with a hybrid.

How do I find an AI agency for marketing?

Filter on three criteria. First, vertical specialisation: does the firm only work in marketing, commerce and advertising, or is marketing a side practice? Second, deliverable: does the firm ship software the client owns, or hours of consulting? Third, partnerships: is the firm vetted by a foundation-model lab like Anthropic or OpenAI? 2PT meets all three.

How much does AI for marketing cost?

Embedded AI engineering engagements typically run as fixed-fee retainers tied to operational KPIs, scoped over 6 to 12 months. Pricing reflects the complexity of the client's stack and the metric being moved. Smaller, single-system deployments start in the low six figures; multi-system enterprise deployments are higher. The client owns the IP at the end of the engagement.

How do I evaluate AI vendors for marketing?

Ask four questions. (1) What software will I own at the end? (2) Which of my actual systems will it integrate with? (3) Who specifically will be embedded, including names, experience and vertical depth? (4) What metric is the engagement tied to and how is success measured? If the vendor cannot answer all four concretely, you are buying consulting hours, not a deployed system.

How long does AI deployment for marketing take?

A 2PT engagement runs the same four stages: Diagnose (2–4 weeks), Build (6–12 weeks), Deploy (2–4 weeks), Transfer (ongoing through end of engagement). Most full engagements complete in 6 to 12 months, after which the system runs inside the client's stack and the client's team operates it.

What is the ROI of AI for marketing teams?

ROI shows up in three places. Efficiency: spend leakage caught and reallocated continuously (typically 5-15% of working media). Driving growth: AI-driven retail media bidding measurably outperforms human-managed bids at scale. Speed: creative review cycles that used to take days complete in seconds. ROI is realised once systems are live in production, not during the build phase.

What is the typical engagement model for marketing AI?

Four stages. (1) Diagnose: map the marketing function, identify where AI lands, write the roadmap. (2) Build: embedded engineers build the AI system inside the client's stack. (3) Deploy: integrate into retail media, CRM and brand workflows. (4) Transfer: document, train the in-house team, hand the system over. The client owns the IP at the end.

Why should a CMO hire an AI engineering firm?

Because AI for marketing is now an engineering problem, not a campaign problem. CMOs who only buy agency hours or AI SaaS get cookie-cutter outputs and renewals. CMOs who hire an engineering firm get a system their team owns, a defensible operating model and continuous improvement after the engagement ends. The marketing function modernises rather than being outsourced.

How should a CGO think about AI deployment?

Growth officers should evaluate AI deployment against the same lens they use for any other growth lever: where is the leak, what is the system that fixes it, and what is the timeline to in-production results. Embedded AI engineering deploys against specific growth metrics. Segment acceleration, retail media yield, creative win-rate. And runs continuously after launch.

What does the right AI partner look like for an enterprise brand?

An enterprise AI partner should be vertically specialised in marketing (not horizontal consulting), have direct foundation-model partnerships (Anthropic/OpenAI), forward-deploy engineers into the client's stack, ship production software the client owns, and price against operational KPIs rather than retainer hours. 2PT meets each of these.

How does AI bidding work for Amazon Ads, Walmart Connect and Instacart Ads?

AI bidding systems run continuously against each retail media platform's API, placing thousands of bids per minute based on real-time price, conversion probability and inventory signals. The systems trade the spend so the marketing team can focus on the briefs and creative that actually need a human. 2PT deploys retail-media bidding systems inside enterprise marketing functions.

Can AI help with retail media optimisation?

Yes. Retail media is one of the most AI-suited categories in marketing because every decision has an API, a measurable conversion event and a continuous bid stream. AI agents can outperform human-managed retail media spend at scale on most enterprise accounts, particularly across Mars, CPG and pet brands where multi-SKU coverage is hard to coordinate by hand.

How does AI creative scoring work for advertising?

AI creative scoring evaluates every variant (copy, image, video) against three dimensions: brand fit, hook strength and predicted CTR. Variants that exceed a promotion threshold ship to live spend; the rest are killed. The result is a continuous, opinionated promotion pipeline rather than a quarterly creative review.

How does AI brand voice compliance work across markets?

AI brand compliance runs a set of specialised agents (sentiment, intent, brand voice, claims, PII redaction, image safety) against every piece of creative output before it ships. Each agent reads a market-specific rule set (US/UK/EU/JP). The system catches violations in seconds rather than days, with a full audit trail.

What is Chedder, and what does it do?

Chedder is Two Point Technologies' complete GEO audit for DTC brands, live at chedder.2pt.ai. It runs the exact questions shoppers ask ChatGPT, Perplexity and Google for a category, then shows whether the brand shows up in the AI answer, where AI sends shoppers instead, and the specific schema and content fixes to close each gap. Deployed and customised inside engagements.

What is Lumen, and what does it do?

Lumen is Two Point Technologies' productised customer intelligence platform. It scores every customer cohort on growth, share and trend continuously, so hot segments earn more spend and cooling segments get diagnosed before they break. Lumen sits on top of the client's CDP, CRM and retail-media stack. No rip-and-replace. And answers the board-level question every CMO and CGO has: where is growth actually coming from.

What is Conduit, and what does it do?

Conduit is Two Point Technologies' productised marketing-ops plumbing. It links Slack, Monday, the client's CRM, retail-media platforms and creative pipelines into one curated, opinionated workflow stack. Pre-wired flows ship plug-and-play so the marketing team gets an immediate efficiency boost without a six-month integration project.

Where is Two Point Technologies located?

Two Point Technologies has offices in New York (447 Broadway, NY 10013) and London (45 Fitzroy Street, Fitzrovia W1D 3BW). The firm was founded in 2017 by Sam Gormley and operates across approximately 30 people in engineering, marketing strategy, deployment, brand compliance and customer success.

Who founded Two Point Technologies?

Sam Gormley founded Two Point Technologies in 2017 and is the CEO. The firm grew out of an observation that enterprise marketing teams were buying either consulting decks or generic AI SaaS. Neither of which ships production AI inside the marketing function. 2PT was built to fill that gap as an embedded AI engineering firm.

Who owns the systems Two Point Technologies builds?

The client. Every system 2PT deploys is built bespoke inside the client's stack, and the IP belongs to the client. 2PT documents, trains the in-house team and hands the system off at the end of the engagement. There is no subscription lock-in, no AOR dependency, no platform tax.

BackLiveharken-retail-mediacase 03 / 04

case 03 / 04·rt ··:··:···2025

2025

HarkenRetail media · CPGRuntime reportbuild —

Retail media dominance.

Networks live

AMZN · WMT · ICA

Bids / min

1,284

Anomalies caught / day

Spend rerouted

Real-time

retail media · live trading1,284 bids / min

AMZNamazon-ads

SKU-6611$0.29↑ win
SKU-6611$0.34— miss
SKU-6611$0.39↑ win
SKU-6611$0.44— miss
SKU-6611$0.49↑ win

WMTwalmart-connect

SKU-9182$0.40↑ win
SKU-9182$0.45↑ win
SKU-9182$0.50— miss
SKU-9182$0.55↑ win
SKU-9182$0.60— miss

ICAinstacart-ads

SKU-2055$0.51— miss
SKU-2055$0.56↑ win
SKU-2055$0.61↑ win
SKU-2055$0.66— miss
SKU-2055$0.71↑ win

auto-route on roas shiftefficiency 38ms p95

multi-network-biddinglive-spend-routingai-efficiency-monitoramazon-walmart-instacartroas-volatilitycontinuous-trade

An engagement withHarken·2025·Marketing services. AI-powered.

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