Cannes Lions 2025: AI & Creativity

Cannes Lions 2025 is gearing up to be a pivotal event for the marketing industry, with a strong focus on the intersection of AI and creativity. The festival, which attracts thousands of brands and industry professionals, is set to explore how artificial intelligence is reshaping storytelling, brand strategies, and creative innovation. With over 13,000 delegates and 170 official partners expected, this year’s event emphasizes global representation, diversity, and safety.

Organizers have prioritized inclusivity, introducing initiatives such as Country Pavilions and increased free passes for underrepresented communities. Safe spaces with mental health resources will also be available, reflecting the festival’s commitment to fostering a supportive environment for all attendees.

One of the highlights of Cannes Lions 2025 will be the recognition of Apple as the Creative Marketer of the Year. The festival will also award Lions Awards across various categories, celebrating the most innovative and impactful work in the industry. Attendees can expect to see creative showcases, tech companies hosting beach events, and Fortune 500 CMOs discussing topics such as AI integration, agency consolidation, and the impact of tariffs on the industry.

AI’s Role in Marketing

AI is emerging as a transformative force in marketing, and Cannes Lions 2025 will delve into its implications. Vanessa Wallace, CMO of Savage + Fenty, expressed enthusiasm for learning how AI can enhance creativity and storytelling. Fara Howard, CMO of GoDaddy, is particularly interested in integrating AI into marketing while retaining the human element in storytelling.

Rhonda Hiatt, global CEO of M+C Saatchi Consulting, noted that AI is reshaping marketing by unleashing new forms of creativity. She emphasized the importance of balancing cultural impact with business results, a theme that will be explored throughout the festival.

Monica Austin, CMO of Blizzard Entertainment, highlighted the significance of emotional resonance in creativity. She stressed the importance of authenticity and diverse perspectives, which she believes will be a key focus at Cannes Lions 2025.

Adtech and the Festival

The festival will also address the role of adtech in the evolving media landscape. Erin McCallion, CMO at Perion, anticipates discussions on how CMOs can deliver business results in a fragmented media environment. Bill Wise, CEO of Mediaocean, noted that AI and changes in big tech have increased excitement around the event.

Wise mentioned that his company is increasing spending due to the high-level attendees and expected ROI. While large parties are still planned, with companies like Amazon, Meta, and Microsoft hosting beach events, Wise emphasized the value of targeted meetings over extravagant gatherings.

Yahoo will feature a performance by Diplo, and NBC Universal will host Ludacris. Pinterest is bringing its Manifestival to The Carlton Beach Club, while Snap will focus on Gen Z and Millennials with AI-driven AR experiences.

Brand Innovators Events

The Brand Innovators Marketing Leadership Summit will take place at Rado Beach, with content presented at Caffe Armani. The Digital Fight Club will also be held at the beach, and CMOs will be hosted at the LVMH Villa. Wyclef Jean will perform at the beach by invitation, adding a touch of celebrity to the festival’s lineup.

Overall, Cannes Lions 2025 promises to be a landmark event, bringing together industry leaders, innovative brands, and cutting-edge technology to explore the future of marketing and creativity.