Today’s MarTech Top Voice: XCLSV Founder Zaire Williams.
In this exclusive conversation with MarTech Insights, we sit down with Zaire Williams, the visionary founder of XCLSV and a dynamic leader reshaping the future of influencer marketing in the iGaming space. From launching a talent management agency inspired by Gary Vee’s insights on social influence to building XCLSV, Zaire’s journey reflects the evolving intersection of creativity, technology, and performance-driven marketing.
With a unique perspective on how AI, predictive analytics, and influencer-led advertising are redefining customer engagement, Zaire shares how XCLSV is blending data, personalization, and human connection to deliver more relevant and impactful brand experiences. From AI-powered content scripting to the future of the AI avatars in advertising, he offers a forward-looking view of the innovations shaping marketing’s next era.
Dive into our interview with Zaire Williams as he discusses the role of AI, influencer marketing, and human connection in building authentic, scalable brand strategies in today’s fast-moving digital landscape.
MarTech Insights (MTI): Hi, Zaire. Welcome to the Marketing Technology (MarTech) Top Voice Interview Series. We are inspired by the work you have done in your career. How did your background and experience shape the path that led you to start XCLSV?
Zaire: Thanks for having me! I actually started my career as a marketing agency owner before I was introduced to the iGaming space. I was obsessed with Gary Vee and his insights on social media and the impact of social influence. That led me to launch XCLSV—originally Exclusive Talent—as an agency managing social media influencers across music, fashion, dance, and comedy. One thing led to another, and here I am today managing influencers in the online sports space.
MTI: How do you see AI reshaping the future of martech, especially in how brands personalize advertising at scale?
Zaire: I see a ton of brands experimenting with AI-generated video content, but we still need some improvements before it’s truly scalable. Where I see the greatest impact today is in AI analyzing scripts from successful ads across various demographics and then mimicking those scripts for new content.
At XCLSV, we use AI to assist in scripting for our influencers—generating personalized scripts that fit each creator’s style while maintaining structures that have already proven effective online.
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MTI: What role will predictive analytics play in bridging the gap between consumer intent and ad targeting?
Zaire: In iGaming, players are often creatures of habit—they bet on the same teams, use the same strategies, or gravitate toward certain games. Once that initial player data is captured, predictive analytics allows brands to not only serve them the bets and games they already love but also anticipate their next moves.
By analyzing similar player profiles, you can predict what new games, bet types, or experiences they’re most likely to graduate to.
This bridges the gap between intent and targeting by making the experience feel intuitive—almost like the platform knows what you want before you do.
That level of personalization keeps players engaged while helping brands optimize spend.
MTI: How do you envision AI transforming sports advertising, both in live broadcasts and fan engagement platforms?
Zaire: Sports are emotional and happen in real time—AI will make advertising as dynamic as the game itself. Imagine an ad shifting instantly based on a game-winning shot, a missed field goal, or a record-breaking play.
On fan engagement platforms, AI can deliver hyper-personalized content, highlights, and even sponsor messages tailored to a fan’s favorite teams or betting style. This means brands aren’t just alongside the game—they’re part of the fan’s experience in the moment.
MTI: In gaming, where players are highly immersive, what opportunities do you see for AI-led advertising without disrupting the user experience?
Zaire: I’d love to see AI used to connect a user’s gaming history to what they’re watching or how they engage with content. Players are already using tools—whether it’s an operator platform, research software, or communities on Discord—to support their playing style. AI can enhance this by highlighting the progress of a bet live during the game or surfacing insights specific to the types of bets they usually make.
xfDone right, it’s additive and supportive—not disruptive.
MTI: Do you think AI-driven creative generation will replace traditional ad agencies, or will it act as a co-pilot for marketers?
Zaire: AI is already a co-pilot—that ship has sailed. As the technology evolves, it will continue to replace many of the traditional functions agencies used to own. The winners won’t be the ones resisting it, but the ones who know how to inject the human element—like past experiences, cultural insight, and emotional nuance—into the way they prompt and guide AI tools. Human touch will still matter for ideation and cultural context, but once an idea is set, AI can take it from there: generate the content, publish it across platforms, track performance, and optimize on the fly. We’re in wild times, and the only choice is to adapt.
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MTI: What are your top predictions for AI in advertising over the next five years, and which industries will feel the impact first?
Zaire: I think AI avatars will become mainstream—delivering personalized messages to individuals at scale. Instead of building broad campaigns, brands will have avatars that highlight their specific pain points and position their product as the solution.
You and two friends could be in the same room watching the same ad, but each avatar would be saying something different based on your individual needs. SaaS companies will pioneer this since they’re building the technology. Then retail giants like Amazon, Target, and Walmart will accelerate adoption. From there, it will cascade into every industry.
MTI: Many marketers struggle to connect performance marketing with long-term brand building. How does XCLSV enable a balance between short-term campaign optimization and long-term relationship marketing?
Zaire: We make sure every touchpoint is tagged and measurable, but we always connect it back to our “why.” At the top of our funnel, we focus on capturing first-party data like emails to deepen relationships over time. While short-term ROI matters, our long-term success is built on authenticity, values, and keeping the human element front and center. AI and MarTech are incredible tools, but people connect with people—and that’s what drives sustainable brand loyalty.
MTI: Looking ahead, what innovations or Martech and AI trends do you think will most influence your company’s roadmap in helping brands deliver more relevant, humanized customer experiences at scale?
Zaire: The more we understand our users’ journeys, the better we can design experiences that feel personal and authentic. At XCLSV, we’re investing in ways to connect digital insights with real-world engagement. Our business model is built around in-person activations and unique experiences because we know human connection is irreplaceable. As the world shifts online, we see even greater opportunity in being the bridge—using AI and MarTech to enhance, not replace, that human connection.
MTI: What are your predictions for the future of Martech and AI? Which areas of innovation and growth are you keenly following into 2026, and why?
Zaire: By 2026, I see MarTech evolving into autonomous marketing systems that don’t just recommend campaigns but execute them end-to-end.
The big areas to watch are:
- AI avatars and generative voice that deliver hyper-personalized brand storytelling.
- Cross-platform identity stitching, finally unifying fragmented user data into actionable insights.
- Human + AI hybrid models, ensuring campaigns feel relevant and human even at scale.
For me, the most exciting frontier is AI-driven influencer MarTech—because it sits at the intersection of creativity, authenticity, and performance. That’s where the future of brand building is headed.
MTI: Tag a marketing leader from the industry whose response you would like to see at the MarTech Insights Top Voice program:
Zaire: Akhil Sarin—he’s the mastermind behind Stake’s marketing and their influencer program. We’ve got to get him in there!
Thank you so much, Zaire, for your time today! We look forward to having you again at our Top Voice Series.
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For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com
About Zaire
Zaire Williams is a seasoned marketer with 10 years of experience in influencer marketing and user acquisition, with the last 5 years focused exclusively on the iGaming industry. He currently sits as Founder of XCLSV, where he focuses on creative direction, influencer partnerships, and building innovative activation strategies that drive meaningful user growth through unique channels and content.
Prior to founding XCLSV, Zaire served as COO of Bet-Tenders, where he led efforts that signed up thousands of players on the ground, giving direct insight into how bettors think, what motivates them, and how they engage with brands at every stage of their journey.
About XCLSV
XCLSV is a digital marketing agency and affiliate partner specializing in sports betting, casino, and social casino user acquisition. We connect leading gambling brands with high-intent bettors through community-driven marketing, on-the-ground activations, and custom CRM strategies.
We’ve pioneered a unique model that blends influencer and Discord community partnerships with real-world ambassador programs to drive scalable, trackable, and high-value conversions. Our campaigns are designed to meet users where they already are—whether that’s in a Discord server, a Twitch chat, or a local sports bar.
