By Kevin Schrandt and Stuart Preston
On December 4th, members of the Gilbert business community gathered at The CATALYST for an engaging workshop led by Kevin Schrandt of KYBREE and Stuart Preston of Cingularis. The event, hosted by the Gilbert Chamber Foundation, brought together local business owners eager to make sense of how AI and digital marketing continue to evolve—and what that means for 2026.
Kevin and Stuart approached the session as collaborators, each bringing a different lens: Kevin, with two decades of experience helping companies grow through branding, SEO, and digital advertising; and Stuart, whose work blends AI strategy with humor and heart, helping businesses use technology without losing their humanity. Together, they created a space that felt equal parts practical and inspiring.
What 2025 Taught Us About AI
The session opened with a simple but telling question: What did AI actually change for your marketing in the past year? The answers varied, but one theme was clear: AI reshaped how businesses create, communicate, and connect. Some teams saw real gains in productivity and creativity. Others struggled with what they called the “AI slop” effect: content that was fast, but not necessarily meaningful.
Kevin broke it down simply: "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."
From there, he mapped out how 2025 changed the marketing landscape. The customer journey has shifted. Today, people might ask a friend, chat in a WhatsApp group, scroll social feeds, scour Reddit, prompt ChatGPT, read a blog, and then decide who to trust. The days of a single marketing funnel are gone. As Kevin put it, "You’re not in control of the journey anymore—but you can still shape how you show up."
Brand as the New Moat
Kevin made the case that your brand is like a castle surrounded by a moat -- it needs to be protected. AI levels the playing field, it becomes easier for anyone to produce content, automate tasks, or generate ideas—but harder to stand out. “Your brand is proof of thinking, perspective, and value that AI can’t replicate,” he said. Building a clear, differentiated identity is now the most sustainable competitive advantage a business can have.
He added his signature spin: "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 encouraged attendees to solidify their brand promise and voice, then use AI to scale—not replace—the human elements that make it work. "Start where you are. Use what you have. Just start," he said, reinforcing the idea that momentum beats hesitation.
From Tools to Teamwork
Throughout the workshop, the conversation kept circling back to balance—between efficiency and authenticity, between automation and human judgment. Kevin and Stuart both emphasized that the real opportunity isn’t in finding the newest tool, but in learning how to orchestrate the right mix of people, processes, and platforms.
Kevin introduced the idea of network orchestration: using AI to connect data, but relying on humans to connect trust, belonging, and collaboration. "People before platforms," Kevin reminded the group. "AI doesn't build loyalty. People do."
What Small Businesses Should Rethink in 2026
As the session turned toward the year ahead, attendees reflected on what they wanted to reclaim in 2026—focus, clarity, or maybe just a little peace of mind. Stuart encouraged them to analyze 2025 honestly: what worked, what didn’t, and where to re-align strategy, team, and budget.
Kevin that high-agency leaders don’t wait for perfect conditions. They act on 80% clarity, then let real-world feedback shape the rest—a philosophy Kevin echoed with his go-to: "Let the market shape the remaining 20%."
A few practical takeaways emerged for 2026:
- Revisit your brand promise and ensure it still reflects your values.
- Train your team to use AI tools as assistants, not replacements.
- Block time for strategic thinking—not just content production.
- Build systems that prioritize trust and transparency.
- Treat your business like a game... and you’re trying to win.
From Insight to Action
By the end, what started as a discussion about tools became a conversation about leadership. Both speakers agreed: 2026 will reward businesses that stay curious, grounded, and human-centered.
"Lead with your heart. Finish with your brain. Don’t lose your soul in the process," Stuart said in closing. Kevin added: "The future doesn’t belong to the trend-chasers. It belongs to the brand-builders."
For those who missed this workshop, keep an eye on future CATALYST events. Each one offers a chance to learn, connect, and find clarity in a fast-changing world—together.