On December 4, members of the Gilbert business community attended a workshop at The CATALYST focused on the evolving role of artificial intelligence (AI) in marketing. The event was led by Kevin Schrandt of KYBREE and Stuart Preston of Cingularis and hosted by the Gilbert Chamber Foundation.
The session began with participants reflecting on how AI had changed their marketing efforts over the past year. Attendees shared that while some businesses experienced increased productivity and creativity through AI, others encountered challenges with what they described as “AI slop”—content produced quickly but lacking substance.
Kevin Schrandt addressed this issue directly: “Look, generative tools can crank out content like a firehose, but if there’s no story or strategy behind it, you’re just adding to the noise.”
Schrandt also discussed the importance of brand identity in an era where AI makes content creation accessible to all. He stated, “Your brand is proof of thinking, perspective, and value that AI can’t replicate.” He emphasized that developing a distinct brand is now a key competitive advantage for businesses. “We don’t build websites. We build brands. Because in 2026, a slick homepage isn’t enough. Your brand has to work harder, connect deeper, and say something real,” he added.
Throughout the workshop, both Schrandt and Preston highlighted the need for balance between efficiency provided by automation and authenticity driven by human judgment. They suggested that success comes from integrating people, processes, and platforms rather than simply adopting new tools.
Looking ahead to 2026, attendees were encouraged to evaluate their strategies from 2025—identifying successes and areas needing adjustment. Stuart Preston advised business owners to review their approach honestly and make necessary changes in strategy, team structure, and budgeting.
Schrandt pointed out that effective leaders act without waiting for perfect information: “Let the market shape the remaining 20%.” Both speakers recommended several steps for small businesses: revisit their brand promise; train teams to use AI as an assistant rather than a replacement; set aside time for strategic planning; prioritize trust and transparency; and treat business operations competitively.
The workshop concluded with both speakers urging businesses to remain curious and focused on human-centered leadership in 2026. Stuart Preston said: “Lead with your heart. Finish with your brain. Don’t lose your soul in the process.” Kevin Schrandt closed with: “The future doesn’t belong to the trend-chasers. It belongs to the brand-builders.”
