By R. Larsson, Advertising Week<\/p>\n\n\n\n\n\n\n\n
As the global creative community prepares to descend on the French Riviera, Cannes Lions 2025 is shaping up to be one of the most thought-provoking editions yet. With the industry at a tipping point \u2014 where the dust is settling around AI hype, global shifts are pressing marketers to redefine their strategies, and creative storytelling is being recalibrated for commerce \u2014 this year\u2019s festival is less about spectacle and more about smart transformation.<\/p>\n\n\n\n\n\n\n\n
Expect beachside panels and late-night terrace talks to go deep on themes like the practical deployment of AI, data-fueled creativity, curation strategies, evolving storytelling formats, and renewed urgency around execution. From emerging platforms to ethics in digital marketing, leaders across the ecosystem are arriving in Cannes with clarity, curiosity, and purpose.<\/p>\n\n\n\n\n
It\u2019s no surprise that artificial intelligence is set to dominate the Croisette once again. But this year, the tone is different. Less about experimentation and more about real-world impact, AI is emerging as the connective tissue across media, creative, and measurement.<\/p>\n\n\n\n\n\n
Ossie Bayram<\/a>, UK Vice President \u2013 Outcomes at Adlook<\/a>, is clear on what\u2019s changed:<\/p>\n\n\n\n\n\n \u201cWhile attention, creative innovation, and media efficiency will all be key themes this year, AI is set to be the driving force behind them. I expect it to dominate the conversation, but unlike in previous years, where legacy tech was often rebranded as AI, we\u2019re now seeing genuine innovation that\u2019s delivering real performance gains across the board. That shift will be a major talking point in Cannes!\u201d<\/p>\n\n\n\n\n\n\n\n That sentiment is echoed by Jason Downie<\/a>, Global CRO of AI Technology at Making Science<\/a>, who points to the challenges marketers face amid rapid advances:<\/p>\n\n\n\n\n\n\n\n \u201cAI is going to be front and centre at Cannes this year, especially with Google\u2019s recent Marketing Live releases having a huge influence on momentum for AI Search, particularly around creative impact on performance. I anticipate that the biggest challenge at the forefront of advertisers\u2019 minds will be how to make sense of the rapid advances of AI and apply them to business for performance and efficiency. I\u2019m expecting lots of discussions around how marketers can harness this without losing sight of creativity and impact.\u201d<\/p>\n\n\n\n\n\n Davide Rosamilia<\/a>, VP of Product at ID5<\/a>, adds a critical distinction that will shape many conversations:<\/p>\n\n\n\n\n\n \u201cIn the past couple of years, we\u2019ve seen many companies bolt \u2018AI\u2019 onto existing products\u2014more of a marketing play than true innovation. But that\u2019s changing. With real investment flowing into foundational development, we\u2019re entering a phase where AI is powering genuinely new products, not just dressing up old ones. This evolution will be a major talking point at Cannes, where the focus is shifting from AI-washing to AI-built.\u201d<\/p>\n\n\n\n\n\n\n\n And from a macro-industry view, Ogury<\/a>\u2019s CEO Geoffroy Martin<\/a> expects deeper reflection:<\/p>\n\n\n\n\n\n\n\n \u201cAs economic headwinds are reshaping the industry\u2019s budgets (and their priorities), I expect Cannes this year to focus on the \u2018artificial\u2019 elephant in the room \u2013 AI. The media ecosystem finds itself at a turning point, with zero-click searches and custom-generated pages on the fly having a significant impact on publisher traffic and ad revenue.<\/p>\n\n\n\n\n\n\n\n \u201cI anticipate the buzz of Cannes this year will fuel business engines and refocus the conversations around the proliferation and tangible value of AI. We\u2019re now in an era of moving beyond the hype, the buzzwords, the quick wins, in favour of long-term results.\u201d<\/p>\n\n\n\n\n With budgets under scrutiny and performance pressure mounting, this year\u2019s Cannes will go beyond strategy to execution. Leaders expect conversations to focus on how brands can activate smarter and more accountable campaigns across fragmented media landscapes.<\/p>\n\n\n\n\n\n Fabio De Bernardi<\/a>, VP Business Development at Adverity<\/a>, underscores the role of AI-powered data in unlocking purpose-driven creativity:<\/p>\n\n\n\n\n\n \u201cCannes has always been reflective of the industry\u2019s priorities, its concerns, and attitudes, and with as we\u2019ve seen AI become less of a shiny \u2018nice-to-have\u2019 new toy to a more essential tool, I expect conversations at this year\u2019s festival to be focused even more on how data and AI can fuel the advertising and creative industries.<\/p>\n\n\n\n\n\n\n\n \u201cI\u2019m looking forward to discussing how making data accessible, comprehensible, and actionable across the business using AI can be a key driver of creativity and purposeful decision-making. Giving everyone \u2013 from finance to marketing to design \u2013 a real seat at the table is crucial to strategic creativity that is fuelled by data and meaningful insights.\u201d<\/p>\n\n\n\n\n\n James Leaver<\/a>, CEO of Multilocal<\/a>, sees curation taking centre stage in media strategy:<\/p>\n\n\n\n\n\n \u201cI expect conversations at Cannes to be dominated by similar topics to the other industry events we\u2019ve attended this year \u2013 think AI, CTV, and how marketers can maximise their budgets with more effective and sustainable ad campaigns.<\/p>\n\n\n\n\n\n\n\n \u201cWhen it comes to the latter, we’re expecting deeper dialogues around the next evolution of curation in the reshaping of programmatic strategy – for example, how curation will impact the future of media agencies, what curation looks like in CTV, and what it brings to retail media. Unlike previous years, where the spotlight was on innovation, this year will be more grounded in both execution and accountability.\u201d<\/p>\n\n\n\n\n\n Sarah Robertson<\/a>, Chief Product Officer at Experian Marketing Services<\/a>, captures the broader imperative:<\/p>\n\n\n\n\n\n \u201cAt Cannes, the conversation continues to evolve \u2014 from targeting precision to broader questions of responsibility, relevance, and respect. As marketers and agencies alike confront shifts in identity, regulation, and consumer trust, its clear data will remain crucial for success, However, they will need to leverage a broader range of data to stay competitive and supplement their first-party data with privacy-centric audience extension and curated media strategies. Innovation, collaboration, and interoperability quickly become the new creative enablers. We\u2019re looking forward to discussing how these foundations can shape a more sustainable future for brands, agencies, publishers and tech vendors.\u201d<\/p>\n\n\n\n\n As agencies and brands rethink what it means to be creative in a tech-saturated world, Cannes will once again be a canvas for imagining the future of storytelling \u2014 across platforms, formats, and emotional dimensions.<\/p>\n\n\n\n\n\n Meg Haley<\/a>, SVP of Global Client Partnerships at Vidmob<\/a>, anticipates a pivot in how creativity is approached:<\/p>\n\n\n\n\n\n \u201cI\u2019m expecting a resurgence of power players on the beach, with a less platform-centric feel and a larger focus on evolving Ad Tech around AI tools, solutions, and measurement.<\/p>\n\n\n\n\n\n\n\n \u201cAs the agency landscape continues to shift with media and creative rejoining, discussions at Cannes will look at the implications this will have on how marketers think about creativity and connect with consumers. There will also be conversations about the continued evolution of storytelling, and how to balance scaled content creation – amidst the abundance of AI solutions – with the power and grounding of the brand story and purpose.\u201d<\/p>\n\n\n\n\n\n Rob Blake<\/a>, Managing Director UK and Ireland at Channel Factory<\/a>, believes the focus is shifting from novelty to nuance:<\/p>\n\n\n\n\n\n \u201cAt Cannes this year, expect the conversation to move well beyond buzzwords and into the practical realities of how brands navigate today\u2019s digital complexity. One key theme will be context<\/em>. With so much change \u2013 from platform algorithms to consumer habits \u2013 brands are re-evaluating not just who they reach, but where those messages appear. Expect more focus on brand suitability, not as a safety measure, but as a driver of relevance and effectiveness.<\/p>\n\n\n\n\n\n\n\n \u201cWe also anticipate a shift in how marketers view YouTube. Long seen as a top-of-funnel channel, it\u2019s now proving its value across the entire journey, especially with the rise of video podcasts and Shorts. These formats will likely be central to how brands build storytelling and performance in one place.\u201d<\/p>\n\n\n\n\n In a year where technology dominates, many are calling for deeper discussions about the emotional and ethical dimensions of digital creativity.<\/p>\n\n\n\n\n\n Charlie Johnson<\/a>, VP International at Digital Envoy<\/a>, is one such voice:<\/p>\n\n\n\n\n\n \u201cI\u2019m curious to hear about AI celebrities and digital idols at Cannes this year. There are ethical issues in this area, and there will undoubtedly be head-scratching around what these trends mean for human connection in marketing.<\/p>\n\n\n\n\n\n\n\n \u201cThis relates to the broader topic that needs to be discussed more \u2013 the myth of true personalisation. More and more creative decisions are being influenced by synthetic data \u2013 so is personalisation really personalisation at all? And what does that mean for consumers on the hunt for authenticity in a sea of deepfakes?<\/p>\n\n\n\n\n\n\n\n \u201cI\u2019m intrigued to see if these deeper questions around truth, authenticity, and the evolving relationship between data, creativity, and emotion will take the stand this year.\u201d<\/p>\n\n\n\n\n Beyond the big ideas and industry-defining conversations, Cannes remains a place where relationships are strengthened and business gets done; and this year, that momentum may reach new heights.<\/p>\n\n\n\n\n\n Sarah Lawson Johnston<\/a>, Managing Director, EMEA at Vudoo<\/a>, puts it plainly:<\/p>\n\n\n\n\n\n \u201c<\/strong>Cannes is usually about meeting new people and reinforcing existing relationships, with business decisions often saved for DMEXCO in September. This year, I think there will be a shift, with more deals closing in Cannes. With a higher sense of urgency and pressure building across the whole ecosystem, decision-making and rapid activation will be the differentiators for those looking to leap-frog the competition.<\/p>\n\n\n\n\n\n \u201cIn terms of themes on the ground, there\u2019s no doubt that AI and its impact on the industry will continue to be a huge discussion topic. Specifically, I expect commerce media and shoppable creativity to be high on the agenda. The intersection between creative work and conversion is no longer niche, so we can expect to hear about campaigns that deliver both emotional resonance and measurable sales.\u201d<\/p>\n\n\n\n\n\n\n\n And for many, Cannes is a creative pilgrimage; a chance to reimagine the future of the craft itself. James Booth<\/a>, Founder & CEO of Scoota<\/a>, captures that spirit:<\/p>\n\n\n\n\n\n\n\n \u201cThe essence of Cannes has a strong Sliding Doors vibe, carrying the sense that any chance encounter has the potential to trigger new horizons and opportunities. Certainly, as a major industry event, it still warrants planning. Time at the festival takes on a different meaning, flowing in unusual ways and often extending to long days with heavy footstep counts.\u00a0 The wise will plan well by focusing on short meetings and clear agendas. Although I try my best, I\u2019ve rarely managed to make it work perfectly, and I\u2019m not alone.<\/p>\n\n\n\n\n\n\n\n This year will be the year of AI \u2013 no surprises there. Creativity is learning and working out its relationship with AI. My personal Cannes will focus on the importance of true creativity in a digital world, especially within the broadening programmatic ecosystem, and exploring its impact on retail media. Somewhat of an obsession for me but also an increasingly vital discussion for the industry.\u201d<\/p>\n\n\n\n\n\n\n\n As Cannes Lions 2025 kicks off, one thing is certain: the conversations won\u2019t just shape headlines, but help define the next chapter of advertising. From AI and authenticity to data, storytelling, and transformation, the industry is leaning into the future with eyes open, feet on the ground, and creativity at its core.<\/p>\n","protected":false},"excerpt":{"rendered":" As Cannes Lions 2025 kicks off, one thing is certain: the conversations won\u2019t just shape headlines, but help define the next chapter of advertising. Industry experts weigh in.<\/p>\n","protected":false},"author":7,"featured_media":8691,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nData, curation, and creative accountability<\/strong><\/h2>\n
Reimagining creative storytelling<\/strong><\/h2>\n
The human side of innovation<\/strong><\/h2>\n
Cannes as a catalyst<\/strong><\/h2>\n