I invited Laura Desmond, CEO of Smartly, to make sense of what feels like the biggest shake-up in marketing since the mobile era. She has led through every cycle I can remember, from the early internet to the rise of social, and she sees AI changing the rules faster than any previous wave. Across our conversation we unpack how AI is rewriting creative work, buying, and measurement, while forcing brands to rebuild trust with clear rules on data, models, and creator rights.
Here's the thing. Attention is shorter, and the thumb moves fast. Most people give an ad about two seconds, and video is taking over the feed. Laura expects video to account for three quarters of digital ads by 2026, which tracks with what I am seeing across every platform. Smartly is betting on that shift with tools that turn Shorts or TikToks into personalized CTV spots, and bring CTV signal back into social. The goal is simple to say and hard to pull off. Show every person something that feels made for them, then learn from the response and improve the next piece of creative in near real time.
We also talk about why the ground is moving under search. A growing number of people, especially younger users, skip the front page of Google and ask an AI assistant instead. That changes how discovery works, how queries appear, and where ad products live. Laura thinks we are heading toward campaigns that cut across search, social, retail media, and CTV as one flowing video-first effort, with creative and media stitched together by software rather than teams tossing files over the wall.
Results matter, and Laura shared two proof points I kept coming back to. Smartly's platform has been validated by PwC for a 13 percent ROI lift across clients. The same study confirmed time savings that add up to 42 minutes a day for hands-on users. That reclaimed time funds the work that actually moves the needle, like faster A/B tests, sharper creative decisions, and better budget moves across channels. We also dig into conversational ads. In a recent test with Boots, Smartly's format delivered roughly four times the return on investment versus business as usual, which speaks to how fast query-style interactions are shaping expectations.
Trust sits in the middle of all this. Laura is clear that responsible AI is table stakes. Brands need controls to tune or override generated assets, clarity on data sources and model choice, and a stance on creator rights before any content goes live. Her view of AI is creative first. Automate the tedious parts. Keep people in charge of taste, tone, and brand. Use the feedback loop to learn faster, not to replace the team.
We close on where this all leads. Expect brand experiences that blur physical and digital without losing the human spark. Stadiums full, stores buzzing, and at the same time richer virtual touchpoints, snackable video, and one-to-one conversations that feel helpful rather than creepy.
If this is your world, Laura is hosting Smartly's ADVANCE on September 17 in Brooklyn, and it looks set to be a real working session for marketers who want results, not theater. You can find details here: https://bit.ly/4fRgWEE.
Tune in if you want a candid, practical map for where creative, media, and AI are heading next, and how to measure what matters while keeping your brand worthy of trust.
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