As the sun set on another Cannes Lions festival, it became clear: this year marked a pivotal shift. No longer just a celebration of creativity, Cannes has transformed into a global stage for data-driven growth and technological innovation. With over 350 major brands and tech giants like Amazon, Google, and Meta dominating the shoreline, the buzzwords have changed. The question now isn’t what ads are beautiful, but what campaigns are measurable, optimised, and impactful.
Luke Fenney, SVP, Publishers & Platforms - International at LiveRamp
"It has been great to see data take centre stage at Cannes Lions this year. Particularly in how publishers are starting to unlock its value and place it at the heart of their growth strategies.
What’s also been impressive is the way publishers are starting to better leverage their data as an asset to deepen collaboration with brands. There’s a growing understanding amongst publishers in how they’re approaching these opportunities, and that momentum is vital as we work toward a more connected, value-driven ecosystem.
What’s stood out most, though, is the shift in mindset. It’s been fascinating to hear how data is no longer seen as just a nice-to-have, but as a core part of commercial strategy. Publishers are leaning into data collaboration not just as a short-term play, but as a long-term enabler for growth and differentiation in an increasingly competitive market.”
Anna Forbes, RVP of Northern Europe at DoubleVerify
“AI wasn’t just a talking point at this year’s Cannes Lions, it was the talking point. But the most important conversations focused on moving AI beyond a concept to how it can be used by advertisers to deliver the best possible outcomes.
“For a festival that exists to celebrate human creativity, AI’s omnipresence might seem pervasive, but the dominance of AI underscored a critical truth: the future of innovation does not lie in choosing between human ingenuity and artificial intelligence, but in uniting the two. At DV, we’re seeing how AI can streamline optimisation across platforms, free up human creativity, and drive precision at scale.”
Mateusz Rumiński, VP of Product at PrimeAudience
“There is no single conversation where AI isn’t mentioned at Cannes this year. The discussion has mainly focused on its future and the long-term consequences, as marketers continue to grapple with understanding the best use cases. As such, there needs to be an education as to what to look for and how to identify the benefits.
“The fragmentation around user identification was also still a hot topic. Despite Google’s decision not to remove cookies, the industry has moved on over the last five years and found new ways to target audiences without them. Now, when running a campaign, advertisers must consider their options, whether through cookies, a specific identifier, or anonymised traffic.
Each choice has much more profound consequences for the effectiveness of a campaign that needs to be thought out, as they could be targeting the same audiences under different identifiers. We also have to ask ourselves, is this really what we were hoping for when it comes to user privacy?
“Another topic that frequently came up at the festival was the balance between globalisation and localisation in the context of AI. Attendees discussed how marketers can now build AI-specialised global teams to localise content, rather than relying solely on local teams in every market. This streamlines the process while still accounting for the critical nuances that vary between countries. However, local teams are still needed to provide cultural context, as this is currently a limitation of the technology.”
Graham Field, Chief Revenue Officer at Outra
“This year at Cannes, it was encouraging to see data remain a central focus, emphasising its tangible benefits to brand engagement. While data-driven approaches are not new, what stood out was the accelerating adoption of sophisticated, household-level insights that allow brands to connect directly with people rather than anonymous segments.
“AI took a prominent but measured role in discussions. The prevailing view was clear: AI should support, not replace, human decision-making. Despite its power to process vast data and optimise campaigns rapidly, accountability ultimately lies with marketers. If budgets are spent too quickly, the marketer, not the AI, faces the consequences. This perspective highlights the importance of transparency and trust as AI tools become increasingly integrated into marketing strategies.
“There’s no denying the market has been tough, but Cannes highlighted optimism fueled by innovation and collaboration. The industry is evolving, with clients and agencies enhancing their data literacy and embracing technology to enable smarter, more precise marketing. Blending advanced data with human insight is key to cutting through complexity and delivering meaningful consumer connections in a changing landscape.”
Guy Jackson, CCO at RAAS LAB
“Cannes this year feels like a round of AI Bingo. Everyone’s name-dropping artificial intelligence in every conversation, but who’s actually doing something meaningful with it? There’s a lot of talk about creativity and efficiency, and not nearly enough focus on outcomes.
“What’s stood out to me is the gaping hole between hype and real transformation. AI is clearly shaking up the agency and creative landscape, and right now we’re at an inflection point. The tools exist, yet the industry is still figuring out how to apply them, especially in ways that don’t just optimise, but genuinely connect media, data and creativity.
“For many big players these disciplines are still operating in silos. Now AI is joining them up, and it's causing disruption. There are a lot of question marks over how things will pan out. Ultimately though, we need less AI hype and more real outcomes.”
Phil Acton, UK Country Manager at Adform
“This year at Cannes, attention metrics stood out as a more meaningful way to measure upper-funnel impact, especially compared to viewability benchmarks. This shift highlights how the industry is evolving to prioritise genuine engagement over passive impressions. Digital Out of Home also featured prominently, gaining momentum as a key part of omnichannel strategies thanks to its ability to deliver contextually relevant messages in high-impact environments.
“Yet one of the broader themes dominating many conversations was simply around quality. From improving the quality of supply path efficiency to smarter reach and frequency planning, the focus is clearly on elevating standards at every touchpoint. It’s about better quality media, stronger partnerships with quality journalism sites, and ultimately, higher quality outcomes. When publishers, brands, and tech partners align around shared goals, everyone wins.”
Mike Khouri, CEO at tactical
Inside the Palais, the message was clear: creativity needs humans. Not just to polish ideas, but to inject soul and originality in a world that’s rapidly automating the rest. That hit home.
Meanwhile, down the Croisette, tech giants and their partners were rolling out updates designed to let everyone create. The tools are here, and they’re not asking for permission.
Here’s where it gets interesting: the opportunity to combine creative with tech.
The next era won’t be defined by who shouts the loudest, but by who can combine craft and code in the most frictionless, fast, and scalable way. AI isn’t replacing creatives. It’s challenging us to level up.
Whether you’re an agency, brand or individual creator, it’s those who can think fast, craft stories that cut-through, and execute ideas smartly that will set the pace for the future.
That’s the real story coming out of Cannes. The race is on.
Nicolas Piris, Global Head of Client Marketing at Bloomberg Media
“Being on the Cannes Lions jury this year gave me a fresh perspective on the topics that truly matter to our industry. There was an overwhelming sense that AI was a transformative force in advertising at the start of the festival this year. While this does ring true, like Photoshop, it’s something that enhances human creativity and speeds it up, but can’t replace it. Many felt that, in reality, it doesn’t connect audiences in a meaningful way, as it still lacks authenticity.
“One other observation was that purpose and commerce are becoming increasingly intertwined. Winning work showcases brands that make their purpose overtly visible in their commercial efforts. One of the highlights for me this year was L'Oréal unearthing the history of their famous tagline and the fact that the original female copywriter who created it in 1973 didn’t receive any credit. To rectify this, they made a documentary to showcase her success.
“One area for growth highlighted at Cannes Lions was the need for creative experimentation in B2B marketing. B2C brands tend to be more prolific, running several different campaigns simultaneously, with most handling day-to-day business, while others are experimental. Alternatively, B2B brands tend to think of marketing programs broadly, aiming to address multiple issues while driving business growth. This is the moment for B2B to become more fun and entertaining, which some brands, including ServiceNow, are starting to consider.
“This is being boosted by consumer participation, with brands creating more and more interactive and experiential activations and programs. At the event, Marcel Marcondes, CMO of AB InBev, emphasised the idea that brand activations are evolving into live experiences, which in turn, are becoming life experiences. A lot is happening in the “mid-funnel, and that is where Cannes can help to bring these opportunities to reality.”
Lena Arbery, Director of Global Partnerships Solutions, Tripadvisor
“Cannes has been electric this year - it’s been inspiring to see travel brands, tech platforms, media, and creative minds all converging in one place.
“AI continues to dominate, but the conversations that have resonated the most are those rooted in something more human: trust, transparency, and connection. In a world flooded with automation, it’s the human layer that brands are doubling down on, especially in travel, where decisions are deeply personal.
“We’re at a pivotal and exciting moment in media, marked by rapid innovation and profound transformation. We have the ability to craft hyper-personalised experiences using smart data and design campaigns that tap into shared values, but there’s a collective realisation that relevance only works when heart, soul, and positivity lead the way.”
Justin Reid, Senior Director of Global Partnerships Solutions, Tripadvisor
“Cannes has really shown both sides of its character. The crowds felt bigger, the sun beat hotter than ever, and of course, the rosé continued to flow.
“On the less inspiring side, despite all the adtech talk of hyper-personalisation and AI-assisted microtargeting, most companies reverted to the same old tactics of slapping bigger logos on any available space along the Croisette in a bid to gain attention. Nothing felt genuinely new.
“But what stood out for the right reason was the increase in smaller niche activities that sought to create mini, yet meaningful communities. The “agency run club” organised by Jed Hallam of Culture Lab met each morning and brought people of all abilities from multiple countries together, “creating something very unique to Cannes. There were meaningful two-way conversations as opposed to the “who can shout the loudest” activation approach favoured by many brands. Mars and Tripadvisor’s dog walking mornings were another opportunity to create bonds with both two-legged and four-legged new friends.
“These quieter moments created the most authentic content, sparked the most genuine conversations, and left the strongest impression. Amid all the noise, they reminded us that connection, not volume, is what people remember.”
Dom Dunne, Commercial Director, Programmatic & LaunchPAD, Europe, at Bauer Media Outdoor
“Cannes reflected the momentum building across the industry, with a general atmosphere of optimism around the change that we are seeing happen. However, the big tech platforms continued to dominate, which was visible to see. There was also a growing interest in AI adoption for data-driven media planning and buying. However, with Cannes being the home of celebrating creativity, it's important to remember that the human touch remains vital, and real people matter amongst the digital noise.
“It was fantastic to find there was a lot of discussion around programmatic DOOH and how it can influence other digital channels. For example, OOH and Audio shone through as channels that can genuinely help brands connect with consumers while working in tandem with other digital channels across multiple markets. With the pending HFSS rules in the UK having a significant impact on media plans and budgets in some channels, this presents a real opportunity for OOH and Audio to come to the fore, and overall, Cannes lay the foundations for a strong H2.”
Alistair Gosling, Co-founder of Wavelength and Extreme Sports Channel
“At this year’s Cannes Lions, it was impossible to ignore the rising influence of creators and the creator economy. While conversations about AI and ad tech continued to dominate official panels, the real cultural pulse was happening beachside, driven by creators, not corporations.
“Yes, ad tech ‘took over’ a decade ago. What’s happening now is more profound: creators through social platforms aren’t just distributing media; they are the media. Within those platforms, creators are emerging as the new publishers, studios, and brands.
“But for the creator economy to mature, it needs more than brief; it needs structure. Creators need proper tools, infrastructure, and agency-level trust to lead the next wave of storytelling. The future of Cannes Lions won’t be won by targeting culture, it will be won by living it, through creator-led narratives that connect directly with communities.
“There’s growing momentum behind independent talent and fresh formats, but also a noticeable gap: junior creatives and next-gen strategists, especially those from diverse backgrounds, are still largely absent from the main stages. If Cannes wants to stay relevant, it has to evolve with the people who are shaping culture in real time.
“PS: always love an event where you can dress like you're sailing a yacht and drink like you're out on the town!”
What Cannes Lions 2025 Left Us With
1. Data is no longer optional.
Publishers are integrating data into strategy, collaboration, and growth — no longer relegated to a ‘nice-to-have’.
2. AI is practical, not fantastical.
The festival shifted from “AI hype” to implementation—balancing automation with human insight, accountability, and creativity.
3. Quality metrics are evolving.
Success is measured by attention, engagement, and partnership quality—not just impressions or reach.
4. Identity & privacy need clarity.
With cookies in limbo, advertisers are navigating multiple identity pathways—each with implications on effectiveness, privacy, and compliance.
5. Global tech, local nuance.
Tech enables global scale, but cultural localization remains crucial—human-led insights are essential.
Final Word
Cannes Lions 2025 reaffirmed a simple but powerful truth: creativity, powered by technology and anchored by data, is the future of marketing. The task ahead is clear—turn AI talk into action, elevate data into strategy, and measure success through human-centred metrics. The race isn’t about who has the flashiest ad—it’s about who crafts smart, meaningful, measurable storytelling at scale.
