Marketo Co-Founder Launched AI Marketing Platform
The Phave platform allows B2B marketing teams to replace static, rules-based workflows with dynamic AI reasoning models.
Updated on Sept. 23, 2026 in Advertising
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Jon Miller, a co-founder of Marketo, has officially launched Phave after two years of development in stealth mode. The platform moves marketing automation away from rigid, rules-based logic by using AI agents to execute tasks based on organizational standards.
Why it matters
Marketing teams have struggled with legacy platforms that fail to address the complexity of modern B2B buying cycles. By adopting AI reasoning, businesses aim to overcome the limitations of static automation systems that require manual oversight.
Phave integrates 319 tools via the Model Context Protocol and is currently in use at 10 companies. Early adopters report that the platform allows for building campaigns two to three times faster than traditional methods.
The players
Jon Miller
An entrepreneur known for co-founding Marketo and selling his subsequent venture, Engagio, to Demandbase.
Phave
A newly launched marketing automation company that uses AI reasoning and the Model Context Protocol to manage B2B campaign workflows.
The details
Phave functions by replacing manual, static rules with AI agents that operate according to an organization's specific naming conventions and standards. The platform uses playlists to dynamically sequence marketing tactics based on real-time buyer context rather than pre-programmed conditions. This shift is designed to reduce the operational friction found in legacy automation tools that struggle to scale with complex B2B sales cycles.
Timeline
Jon Miller sold his previous venture, Engagio, to Demandbase in 2020.
Phave officially launched to the public on September 23, 2026.
Market Landscape
Phave represents a departure from the rigid logic inherent in the legacy marketing automation platforms that have dominated the industry for years. By leveraging the Model Context Protocol, the company is following a trend of integrating disparate software tools into a unified AI-driven reasoning framework.
Marketing operators should evaluate whether their current rules-based automation stacks are creating friction in B2B buying cycles. If campaign build times are a primary bottleneck, monitor the performance of emerging AI-agent platforms that integrate through established open-source protocols.
The takeaway
The move toward AI reasoning models suggests that manual workflow management is becoming an increasing liability for high-volume B2B teams. Operators should track the build-speed metrics of their current automation tools to determine if a transition to AI-agent systems is warranted.
Further reading
For broader trends in industry automation software, visit our Advertising section.
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Do you trust AI-driven platforms to handle marketing decisions better than traditional rules-based systems?
