At the Cannes Lions International Festival of Creativity, generative AI is anticipated to take center stage again. Agency executives express a mix of weariness and anticipation, highlighting how AI discussions have saturated industry conferences. However, this year, there's a notable shift towards focusing on practical applications of AI in marketing. Key areas of interest include creative automation and audience targeting, emphasizing the need for data integration for improved efficiency. Discussions will also touch on DEI and how brands communicate their values alongside AI use cases.
"I wish there was a word counter that could somehow read the amount of times that AI gets mentioned at Cannes. I can't even imagine that it lets any other word in."
"Getting clear on what adding a tech partner will do in terms of efficiency is key so we can also make the right business decisions as we continue to grow."
"We're expecting more practicality and less hot air this year, focusing on how AI can improve marketing business ROI and efficiency outputs."
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