The Cannes Lions International Festival of Creativity in 2025 is seeing a shift due to shrinking marketing budgets and economic pressures. Agencies are re-evaluating their presence at this key industry event while the conversations are increasingly centered around how AI can enhance marketing ROI through methods such as creative automation and better audience targeting. Notably, while the festival is rooted in creativity, the tech narrative has become increasingly important, reflecting broader industry changes.
The focus is now on how AI can improve marketing business ROI, whether that be creative automation, audience targeting or scale.
Cannes ends right at the start of the third quarter and we're expecting the third quarter to be a little bumpy.
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