I generally run creatures the way their intelligence dictates, with their background and personality adjusting details. A dumb creature that has successfully used a tactic (or has survived against said tactic) knows of it and will adjust to it (either using it or defending against it). A smart creature might have a weakness based on their personality (for example, a genius misogynist might underestimate a female character).
With genius and super-genius level npcs/creatures, I've used a harsh (but effective) tactic. I am not a genius, nor is anyone in my group, so I know that a genius is likely to come up with anything we could. Therefore, I've had NPCs prepare defenses against ideas that my players discuss before engaging. I've also had them use knowledge based on out-of-character conversations during battle, unless it is impossible for the NPC to be aware of it (for example, if the PCs have a magic item the NPC doesn't know about). This was very successful in a social game I used to run (L5R), but I've found it less effective in D&D (unless you're obvious about it).