Smartly’s Brianna Gays on AI and What’s Next for Marketing

As Smartly Advance brings together marketing leaders from Pinterest, TikTok, Amazon, Snap, Spotify, Reddit, and Meta in New York next week, the focus has shifted from debating AI adoption to rethinking how entire marketing organizations are structured around it. 

"Nine in 10 consumers are using AI today, and nearly 50% of them are using it every day," Brianna Gays, SVP of Marketing and Communications at Smartly, tells ClickZ. "Think about where we were 18 months ago, it was closer to one or two consumers. AI is here to stay. It is not a trend." 

The Davos of Advertising Gets Real About Transformation 

Breaking Down the Silos Slowing Progress 

Perhaps the most significant shift Gays anticipates hearing about at Advance? The fundamental restructuring of marketing organizations themselves. "One thing I think we will hear more from brands is how they are reshaping their teams to bring creative and media closer together," she says. 

For too long, media and creative have existed in silos, a legacy structure that digital transformation has made obsolete. "No longer can that be the case. Media and creative must come together because consumers are moving faster, our businesses are moving faster. They have to be talking together; it has to be one strategy." 

The question that will dominate conversations is, "What will the marketing organization of 2026 look like?" 

Creative Intelligence as the Missing Piece 

At the heart of Smartly's platform philosophy lies what Gays calls "creative intelligence", the convergence of campaign intelligence, audience intelligence, and creative intelligence into what they term "intelligent creative." 

"Yet it's stories that resonate with consumers," she emphasizes. "It's relevant stories that inspire brand loyalty that create brand love. And that's what drives businesses." 

This shift is particularly crucial as consumer behavior evolves. "Today's consumer no longer searches but queries. When they shop, they expect answers, and answers immediately. Brands need intelligent creative." 

Three Forces Shaping the Future of Marketing 

Gays identifies three foundational themes that will define successful marketing strategies: 

• Brand Love: Moving beyond retention to creating brands consumers "simply can't live without", the kind they share about on social media and Reddit organically. 

• Business Growth: With increasing pressure on ROI, marketers need tools and strategies that deliver measurable results faster. 

• Advertising for Good: Creating better ad experiences that maintain a free economy while telling stories of genuine value to consumers. 

A Fall Forward Mindset 

When pressed for the one defining factor of marketing success in 2026, Gays doesn't hesitate:

The key differentiator? "Not afraid. You cannot fear taking a chance. This is the time to fall forward. The best brands and the leaders of those brands that instill that idea in their teams, those are the ones that will endure." 

Her advice is clear: instead of defaulting to old methods, ask yourself how AI could serve as a copilot to get from point A to point B faster—and maybe better. 

Why This Matters Now 

Looking ahead to 2026, Smartly Advance makes clear that growth won’t come from tools alone. It will come from companies willing to overhaul outdated structures and align their people, processes, and creative intelligence around AI. 

"If you want to know what's next, not what's now, but what's next, you should be in the room," Gays concludes. "There is no other day where you will hear from the leaders who are building what's next." 

Smartly Advance takes place September 17 in New York. The event brings together marketing leaders from global brands to discuss the future of advertising, AI implementation, and organizational transformation. 

👉 Grab your ticket here.