Cannes Unpacked
Catch up on the conversations you missed at Cannes! Our takeaways are informed by expert analysis of online posts published throughout the event.1. Creativity still belongs to humans – AI just supercharges It
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Insight: Leaders from some of the biggest companies in tech like Meta and Apple underlined that while artificial intelligence drives scale and speed, it is far from replacing the soul of all great marketing: human insight and intelligence.
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Takeaway: The brands that win going forward will be those that blend technology and logic with emotion, originality, and creativity.
2. Trust and authenticity are the new currency
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Insight: Contemporary audiences (especially Gen Z) have become especially discerning and vocal about their views, demanding more than flashy campaigns. In response, global brands including Unilever and Mastercard are taking measures to double down on authentic storytelling, a consistent brand voice, and creator-led engagement to earn and keep consumer trust.
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Takeaway: In a world full of noise, only campaigns that feel real will truly stand out.
3. Speed is an important competitive edge
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Insight: Marketing these days moves at the speed of culture. As a result, executives from corporate heavy weights are beginning to call for brands to react in real time – creating, publishing, and iterating faster than we have ever seen before. With AI-enabled workflows and newsroom-style marketing approaches, agility has emerged as a make-or-break factor for brands across the industry.
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Takeaway: The brands that lead will be the ones that move fast—with clear processes, smart automation, and the agility to meet the moment.
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