Plus, the role of creativity as AI and other technologies evolve.
What happened
In this episode of Brave Commerce, Rachel Tipograph and Sarah Hofstetter speak with Grace Kao, chief marketing officer at Snap Inc., about how changing consumer behaviors are reshaping the way brands build relationships and drive growth.
Why it matters
Grace shares why marketing is shifting from one-way messaging toward more community-driven, two-way engagement, and what brands can learn from the rise of chat and conversational commerce.
She also discusses the role of creativity as AI and other technologies evolve, how brands can show up authentically in more personal spaces, and the challenge of balancing innovation with the growing pressure to prove ROI.
Key takeaways: The future of brand engagement is increasingly two-way, requiring marketers to contribute value rather than simply broadcast messages.
This news brief is based on reporting published by Adweek on 2026-09-15. The original report is linked below.
Adweek
https://www.adweek.com/brand-marketing/snaps-grace-kao-on-conversational-marketing-and-the-future-of-brand-engagement/This independent news brief is based on the public source identified above. It is an original summary or translation, not a reproduction of the source article. Rights in source text, research, trademarks and images remain with their respective owners; images are used under the licence or permission identified in the credit. Rights holders may contact rights@goodproductasia.com with evidence of ownership. Verified concerns will be corrected, replaced or removed promptly. This report is not investment, legal, medical or purchasing advice.
