The Cannes Lions International Festival of Creativity is nearly here, running from June 16 to 20, and AI is once again the centre of conversation. Nick Miaritis, chief client officer at VaynerMedia, even joked about needing a word counter for all the AI mentions, a nod to how over-discussed the topic has become.
In past years, buzzwords like digital twinning and anomaly detection have stolen the spotlight. This time around, marketing leaders are keen to see real-world examples of how AI can drive improvements—whether it’s through creative automation, sharper audience targeting, or scaling operations for better ROI.
Freddy Dabaghi from Crispin made a clear point: understanding how AI integrates with existing data is crucial for boosting efficiency and making informed business decisions. Similarly, Evan Horowitz, CEO of Movers+Shakers, is looking forward to conversations that tackle issues like diversity, equity and inclusion, how brands communicate their value, and practical uses for AI. He warned that as AI-generated content becomes more common, consumer responses could change faster than we expect.
Recent initiatives from tech giants are also stirring up the debate. Google’s new AI-powered search transforms traditional results into a more conversational experience, while Meta aims to fully automate ad creation. Such moves underline the need for practical, scalable AI solutions that can deliver real benefits.
Miaritis hopes that this year’s festival will move the dialogue away from speculative takes on AI’s impact on jobs and toward actionable business strategies. As the event unfolds, the AI debate will certainly spark both excitement and debate among industry players.
