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# Smartly’s Desmond: AI is remaking ads, agencies and measurement alike
- URL: https://www.medianexis.com/smartlys-desmond-ai-is-remaking-ads-agencies-and-measurement-alike/
- Published: 2026-09-29T12:21:34.000Z
- Updated: 2026-09-29T12:21:34.000Z
- Description: MediaPost’s Joe Mandese reports that Smartly CEO Laura Desmond, ahead of the company’s New York conference, described conversational ads built with OpenAI as still in “alpha” phase but evolving fast.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Joe Mandese, Smartly's Desmond: AI is remaking ads, agencies and measurement alike

**Why it matters.** Advertisers relying on marketing mix models or multi-touch attribution will need to adopt incrementality measurement as conversational, agent-driven ad formats take hold.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Joe Mandese*](https://www.medianexis.com/tag/by-joe-mandese/) *·* [*read the original*](https://www.mediapost.com/publications/article/418316/notebook-smartly-existential-angst-the-resonato.html?ref=medianexis.com)*.*