Invoca has appointed JB Brown as Chief Technology Officer, bringing in the former Smartsheet engineering leader to oversee platform architecture and engineering strategy as the company expands its use of AI agents across marketing, customer engagement and contact center workflows.
Brown joins the Santa Barbara, California-based company following the June launch of Nico, Invoca’s AI revenue conversion agent. His mandate includes expanding both the core Invoca Platform and a growing portfolio of agents designed to manage parts of the buyer journey and help consumer brands convert customer interactions into revenue.
The appointment reflects a broader shift in enterprise AI from assistants that generate content or surface information toward agents designed to perform work across business processes. For Invoca, that transition is particularly relevant to revenue operations, where marketing, digital commerce and contact center teams often operate with different systems and incomplete views of the same customer journey.
“JB has spent his career driving change by teaching and modeling the behaviors he wants to see, working alongside engineers to evolve how software gets built and shipped,” Invoca CEO Gregg Johnson said. “Teams that build with AI every day build better AI for customers.”
Brown most recently worked at Smartsheet, where he led the engineering organization through a transition toward AI-native engineering and agentic development workflows. His experience extends beyond incorporating AI into software products to using agents within the software development process itself.
At Smartsheet, Brown designed an agentic software development lifecycle that embedded specialized AI agents across architecture, implementation, testing and operations. He is also a top 15 contributor to Roo Code, an open-source AI coding agent project.
More recently, Brown founded Prosponsive, where he has been developing an agentic development framework and a personal autonomous agent platform.
That background aligns with Invoca’s effort to make AI both a product capability and an operating model for its engineering organization. The distinction could become strategically important as software companies race to release increasingly capable agents while simultaneously using AI to shorten their own development cycles.
“The draw for me was an engineering culture where agentic development is already the way the work gets done rather than a pilot running on the side,” Brown said. “That is how you attract the best engineers and turn raw velocity into a lasting competitive edge.”
Invoca’s platform connects marketing, commerce and contact center teams, using first-party customer interaction data to help businesses understand buyer behavior and connect marketing spending with outcomes. Its customers include Mayo Clinic, Mutual of Omaha and Verizon.
The company’s AI strategy increasingly centers on applying that data to agents capable of participating directly in customer journeys. Nico, introduced in June 2026, is designed as an AI revenue conversion agent for the next generation of buyer interactions.
The timing is notable as AI platforms begin influencing not only how consumers research products but also the quality and intent of leads arriving at businesses. Invoca’s 2026 Lead Conversion Benchmarks Report analyzed 70 million voice and SMS conversations and found that leads referred from ChatGPT converted at the highest rate of any channel, according to the company.
That finding points to a changing customer acquisition landscape in which AI systems may become a more significant intermediary between consumers and brands. For revenue technology companies, the shift creates opportunities to connect AI-driven discovery with subsequent digital, telephone and contact center interactions.
Invoca is positioning its first-party interaction data as an advantage in that environment. As businesses deploy agents to engage customers or automate portions of the sales process, those systems require context about customer intent, prior interactions and business outcomes to make useful decisions.
Brown’s appointment puts an engineering executive with direct agentic development experience in charge of scaling that strategy. His challenge will be to expand Invoca’s agents while maintaining the platform architecture and data foundation needed to support them across complex enterprise environments.
Invoca has raised $184 million from investors including Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners and Salesforce Ventures.
As AI agents move from experimental deployments toward customer-facing workflows, Invoca is betting that combining proprietary interaction data with an engineering organization built around agentic development can differentiate its platform. Brown’s arrival signals that the company intends to make that model central to both how its technology is developed and how customers use it to manage increasingly AI-influenced buyer journeys.