By Elena Vasquez

Marketers from Smirnoff, Liquid Death and Chili's gathered at Advertising Week New York 2026 to discuss three themes: artificial intelligence, connecting with culture, and the evolving creator economy.

The three brands appeared at AWNY, the annual industry event, with sessions that put AI tools and cultural marketing at the center of the conversation. The creator economy (the market of independent content creators who monetize audiences directly) formed the third pillar of the discussion.

What did the brands discuss?

The agenda reflected the priorities now driving brand marketing at major consumer companies:

• Artificial intelligence and its role in campaign work
• Connecting brands with culture
• The shifting structure of the creator economy

The presence of Liquid Death, the water brand known for unconventional marketing, alongside established spirits name Smirnoff and restaurant chain Chili's, signals how broadly those themes now cut across categories.

For marketers tracking where brand budgets and creative strategies are heading, the AWNY 2026 program offers a read on which conversations will shape the year ahead.