Here's the short version: they built an AI brain loaded with 20+ years of Smart Marketer IP. Over a thousand videos, internal SOPs, client call recordings, Slack conversations, the lot, and it updates constantly. On top sits "Gary," a super agent that drops a business health report in Slack every morning, flags your biggest risks, surfaces your top revenue opportunities, then tells you what it wants to do before asking permission. Under Gary, each brand gets its own agent with sub-agents running CRO, ads, email, and more.
Devyn demoed it live on his own brand. He sent a voice message asking for a Memorial Day promo and the agent built the whole thing: strategy doc, Shopify discount code, email design, Klaviyo segments, copy, all drafted for review. He also let it run his Google Ads autonomously with guardrails. Result: an 85% revenue increase in one day, from budget moves he says he'd never have made himself.
The reframe worth holding onto: this isn't generic AI knowledge. It's what's actually working across SM clients right now, and every brand that plugs in makes the whole system smarter. Your data stays siloed, you control what gets shared. Sam Clark also turned last week's CRO system into a step-by-step SOP so you can spin up your own CRO agent. The template's in the announcements channel.
It backfired fast. NCAC jumped significantly and performance dropped across campaigns. She pulled the exclusion this week and NCAC is already sliding back down, performance stabilizing. Her read: excluding customers can disrupt Meta's ability to find the right buyers, even when new customers are the whole point.
Derek Rasmussen's tip on the same theme: set your exclusions and targeting rules as "suggestions" only at the ad set level. That lets Advantage+ go find people for you. It'll partly ignore your targeting, yes, but it still uses it as a signal. Bottom line: stop fighting the algorithm's intent. Feed it, don't fence it.
Derek Rasmussen confirmed it's industry-wide and getting worse, not better. The thread's still open if you've actually used Signifyd or anything else that works. Worth chiming in if you've solved this, because everyone's about to need the answer.
Thursday 06/18 also has Creative Office Hours with Paul Kalnitzky, four open 15-minute slots from 12 to 1pm. Got an ad that won't convert or a hook you're unsure about? Bring it before you spend money testing it. Note: Tuesday's office hours got cancelled (the only booking dropped and the Kentucky signal was too patchy to warn everyone). And Paul's weekly Trivia Break is live again.