The call for a bolder AI presence at Cannes Lions is growing louder. Top marketing executives are voicing concerns after the 2024 festival fell short in showcasing cutting-edge AI developments that are reshaping advertising and creativity worldwide.
In an era where AI drives campaign strategy, content production, and consumer engagement, this year’s festival seemed out of step with the very forces steering the future of the industry. CMOs arrived expecting innovation on display—but what they got felt more like a missed opportunity.
Marketing Chiefs Call for Stronger AI Focus at Cannes Lions 2025 (Image Source: Brand Equity )
“The Platforms Were Quiet”
CMOs from some of the world’s biggest brands came to Cannes hoping to deep-dive into the evolution of AI in creative industries. Many left disappointed. Key players—those pushing boundaries in AI marketing platforms—were largely missing from the spotlight.
“We anticipated strong representation from the major AI platforms,” said one CMO. “But their visibility was almost nonexistent.”
In a time when AI-driven marketing is no longer experimental but essential, this lack of visibility felt jarring. Major brands have already invested heavily in AI adoption in advertising, yet Cannes Lions 2024 didn’t reflect this urgency.
Creative’s New Engine Left Backstage
Cannes Lions has long been a place where creativity, storytelling, and culture converge. But now, AI plays a significant role in shaping how those stories come to life. From automated editing tools to algorithm-based media buying, AI is behind the curtain pulling creative levers.
Still, the tech remained sidelined at this year’s festival. There were no major on-stage product reveals, no provocative panels led by AI experts, and no bold visions of where advertising and AI 2025 might intersect.
It’s not that AI wasn’t present—it just wasn’t central.
As experts at the Cannes Lions International Festival of Creativity 2025 bring critical insights to light on how AI is reshaping marketing leadership, @virmani_sumit’s latest feature in ET Brand Equity dives deep into the evolving role of CMOs as they leverage #AI to drive both… pic.twitter.com/2gTMBSgRf8
— Infosys (@Infosys) June 18, 2025
The Disconnect: CMOs Speak Up
This apparent disconnect between industry realities and festival programming has pushed CMOs to speak out. They’re not just adopting AI—they’re embedding it into the core of their CMO AI strategies. For many, the quiet tone around AI didn’t just feel like a miss—it felt like a step backward.
Marketing leaders are asking why, in a year where AI headlines dominate every industry, Cannes didn’t make room for an open, ambitious conversation about the future.
Missed Opportunities from Big Tech
Companies like Adobe, Meta, Google, and others have been instrumental in developing advertising technology powered by AI. Yet, at Cannes, they kept a relatively low profile.
Some hosted private sessions, but those remained inaccessible to the broader audience. Their absence from main stages raised questions: Are tech giants waiting for a bigger moment? Or are they hesitant to put their innovations under public scrutiny?
One executive summarised the mood bluntly: “In 2025, showing up at Cannes without a clear AI strategy won’t be an option—it’ll be a red flag.”
CMOs Step Up to Set the Tone
In the absence of strong tech-led presence, marketing leaders are stepping in to fill the gap. Many CMOs are now committed to making AI marketing platforms a key focus at future industry gatherings.
They want AI in creative industries not as a sideshow, but as a headliner. Main-stage panels, open discussions, live demonstrations—these are the expectations for Cannes Lions 2025.
It’s not about choosing between human creativity and AI—it’s about exploring how the two can work in harmony to unlock bolder, more intelligent storytelling.
Reimagining Cannes for 2025
The vision for next year is already forming. CMOs imagine a festival where creators, marketers, developers, and strategists gather to shape the future of creativity. A place where brand innovation in Cannes meets real-world solutions, where collaboration with AI is not theoretical—it’s visible and tangible.
From AI-generated scripts to predictive ad targeting and creative personalisation, the industry is already living this future. It’s time Cannes reflects it.
Also Read: The Silent Cognitive Decline: AI’s Effects on the Brain
AI Is No Longer Optional
The reality is clear—AI is now a central pillar of how brands operate. Companies leveraging AI see faster turnaround times, improved campaign performance, and tighter alignment with consumer behaviour.
The demand for a stronger AI presence Cannes Lions isn’t a passing trend—it’s a necessity.
Without a forward-facing commitment to AI-driven marketing, Cannes risks losing relevance in a world where tech fuels creativity and growth.
Final Word
The moment has arrived for Cannes Lions to evolve. Creativity remains at the heart of advertising—but how that creativity is produced, optimised, and delivered is changing fast.
CMOs are leading the charge, pushing for an inclusive, ambitious, and tech-aware festival experience. They want less mystery, more action. Less hype, more practical solutions.
If Cannes wants to stay ahead of the curve, it must recognise that AI adoption in advertising is not the future—it’s the now.
And the world is watching to see how it responds.
