Cannes Lions 2025: AI & Creativity

Thousands of brands are preparing to attend Cannes Lions. The festival expects roughly 13,000 delegates and 170 official partners. Organizers are emphasizing global representation, diversity, and safety, including Country Pavilions, increased free passes for underrepresented communities, and safe spaces with mental health resources.

Apple will be recognized as Creative Marketer of the Year. Multiple brands will receive Lions Awards across various categories. Attendees can anticipate creative work, tech companies on beaches, and Fortune 500 CMOs discussing AI, agency consolidation, and tariffs.

Simon Cook, CEO of Cannes Lions, stated the festival's growth is curated for everyone's needs, noting an expected increase from last year’s 350+ brands. He added that creativity and business are connected, leading to greater integration at the festival.

Paul Woolmington, CEO at Canvas Worldwide, described the festival as addressing crucial industry topics. Discussions will include brand storytelling, platforms, technologies, data insights, attribution, KPIs, and craft skills. He also mentioned the implications of AI and the importance of maintaining a human element.

AI's Role in Marketing

Vanessa Wallace, CMO of Savage + Fenty, is eager to learn about AI and how it enhances creativity and storytelling. Fara Howard, CMO of GoDaddy, seeks insights on integrating AI into marketing and retaining humanity in storytelling.

Rhonda Hiatt, global CEO of M+C Saatchi Consulting/CEO at CLEAR, believes AI is reshaping marketing and unleashing new creativity. She anticipates focus on balancing cultural impact with business results.

Monica Austin, CMO of Blizzard Entertainment, stated creativity is about emotional resonance. She sees authenticity and creator voices as important and looks forward to diverse perspectives.

Howard added that creativity should fuel business and resonate with audiences, transcending news feeds to bring joy.

Adtech and the Festival

Erin McCallion, CMO at Perion, anticipates focus on CMOs delivering business results in a fragmented media landscape. Bill Wise, CEO of Mediaocean, noted increased excitement this year, citing AI and changes in big tech. He mentioned his company's increased spending due to the conference's high-level attendees and ROI.

Wise emphasized that the value lies in targeted meetings rather than large parties. However, parties are still planned, with Amazon, Meta, Microsoft, RTL, Stagwell, Influential, and Spotify hosting beach events. Yahoo will feature Diplo, and NBC Universal will have Ludacris performing. Pinterest is bringing its Manifestival to The Carlton Beach Club. Snap will focus on Gen Z and Millennials with AI-driven AR experiences.

Brand Innovators Events

The Brand Innovators Marketing Leadership Summit will be held at Rado Beach. Content will be presented at Caffe Armani. The Digital Fight Club will take place at the beach. CMOs will be hosted at the LVMH Villa. Wyclef Jean will perform at the beach by invitation.