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The Story Behind AiCR Marketing

In the first episode of The AiCR Exchange, Joe Furlong, President and CEO of AiCR, sits down with Kelly Granillo, who leads marketing for AiCR and the broader MIAC enterprise. They discuss how AiCR has approached building a plainspoken, product-forward brand in a market crowded with AI hype. The conversation covers why understanding real document and operational pain matters, how AiCR’s messaging has evolved over its first year in market, and what marketing strategies have worked, failed, or required adjustment. Joe and Kelly also touch on how buyer behavior is changing, including the growing importance of answering real questions teams ask when evaluating technology, rather than relying on traditional marketing tactics. The episode closes with a look ahead at AiCR’s priorities for 2026 and the role The AiCR Exchange will play as a forum for practical, experience-driven industry conversations. The AiCR Exchange features conversations with leaders across mortgage and financial services on document workflows and technology decision-making.