Donatas Smailys — Co-Founder and CEO, Billo
Published:
Billo is not anti-AI, we use it every day — to read performance data, to brief creators, to make the work faster. What we don’t do is synthesize the person on camera, because we believe that real humans perform better.
What does Donatas Smailys say on The Agile Brand podcast?
Donatas Smailys, Co-Founder and CEO, Billo, says: Donatas Smailys, co-founder and CEO of Billo, discusses how the early performance gains from synthetic, AI-generated creators are eroding as audiences learn to spot them and platforms build detection and disclosure tools. He argues the important distinction is authored versus spam and disclosed versus undisclosed AI, recommends brands adopt disclosure standards (like New York's) broadly, and advises using AI as a backend tool while keeping real humans on camera to preserve trust and recommendation eligibility.
From: The Agile Brand podcast
Cite as: Donatas Smailys. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/donatas-smailys-billo-is-not-anti-ai-we-use-it-every-day-to-read-performa