Paid Social in 2026: AI, Automation, and What Actually Works | Katt Wade

What does paid social actually look like in 2026?In this episode, I sit down with Katt Wade, a UK-based paid social specialist who has worked agency-side, spent seven years at eBay, and now works in paid social for Primark.We discuss:The difference between always-on vs campaign-based marketingWhat agency life really looks like day to dayHow AI and automation are changing Meta and paid social platformsWhy authenticity matters more than everCommon mistakes brands make in paid socialCertifications vs hands-on experienceHow students and early-career marketers can break into the industryIf you're a marketing student, early-career professional, or performance marketer trying to stay ahead of platform changes, this episode will give you practical insight from someone in the trenches.