This year the Cannes Lions festival of Creativity proved a hotbed for connections, discussing ‘hot’ themes, such as AI, CTV, human creativity, and figuring out new ways to work together.
The sun has now set on the 2025 event, but we were keen to hear what you made of this year’s show.
We asked adtech, creative and marketing leaders from around the world – who braved the sweltering heat, long queues and chaos of the Croisette – for their take on how the iconic festival was for them…
David Nelson, co-Founder and CEO, Limelight Inc.
“Adtech has an enduring sense of optimism. Despite very obvious global issues, those I spoke with are as determined as ever to make something of their product and themselves on a global stage. I find that energising to say the least.
“The line between reward and business trip seems to become more blurred each year, however. Maybe that’s a personal assessment, but my fear is that this could derail Cannes as companies don’t like to fund expensive, high-profile, jollies any longer.
“That said, meeting with people in a more relaxed environment does often lead to a less defensive attitude, and that makes commitment easier to gain.
“AI is booming, CTV is everywhere, and ad networks are quietly evolving but only time will tell how much progress a candid rosé-fuelled Cannes conversation will unlock.
“The big takeaway from Cannes? AI isn’t the story anymore—how we use it is.
“Combined with the rapid rise of CTV and audio, and the evolving role of ad networks, it’s clear the future of adtech lies in smart integration, not just invention.
“But as always, relationships and real conversations remain the real power play. Human insight, trusted partnerships, and a clearer sense of purpose are what separate the noise from real progress.”
Troy Townsend, CEO & co-Founder, Zitcha
“Retail Media has made a huge leap from up-and-comer to major player this year, and the significant presence of retailers and commerce companies at Cannes Lions was testament to that.
“Seeing retailers lean into their new roles as media companies – something many never expected to be doing – is fascinating.
“It’s a new dynamic that is driving the whole industry forward, not only creating exciting opportunities for brands and agencies, but challenging how we all operate, measure outcomes, and even the language we use.”
Ellen Utrecht, Founder, MikeTeevee
“As someone who has benefited from the generosity and guidance of mentors throughout my professional journey, I left Cannes this year feeling compassion for the young creatives who are trying to navigate this industry as it faces reinvention.
“With AI reshaping the entire landscape and budget pressures mounting, we risk sidelining the very talent we need to keep the creative industry vibrant and innovative.
“While we’re all busy worrying about what new tools we should be adopting and how to create more with less, we need to actively invest in the development of young creatives, whose fresh perspectives and ideals will drive work forward.
“Brands and agencies must step up and recommit to nurturing the next generation. It’s an opportunity – but it’s also our responsibility – to do for them what others did for us.”
Chris Rhodes, Founder & Creative Director, Experience
“Working at Cannes Lions this year was a refreshing reminder of what really matters in brand experience.
“My team at Experience was there building the Financial Times pop up Tea Room. Calm, smart, grown up. It may not have been the loudest on the Croisette, but it held its own.
“With a bit of spare time between builds, I explored the beachfront. There was no shortage of spectacle, but surprisingly little talk about how these experiences are actually made or what makes them land.
“Experience design is a creative discipline in its own right. It deserves more space in the conversation.
“AI was everywhere. Some of it clever. Some of it not. The best activations did not just use tech, they invited people in. Meta’s phone forest was fun. Reddit gave out Jaffa Cakes for voting on whether they are cakes or biscuits. Tactile, playful, memorable.
“But too many builds overlooked the basics. No shade. No water. Long queues. Beautiful installations that left people sunburnt and desperate for a loo. Uber handing out pizza late at night was a human touch.
“Their app failing to deliver a car the next morning? Less so.
The best experiences balanced creativity with care. More of that, please.”
Calvin Innes – GM & Executive Creative Director, JvM NERD
“Serving on the Entertainment Shortlist Jury gave me a front-row seat to some of the most ambitious, thought-provoking work I’ve seen in a long time. What stood out most?
“The boldest, most original ideas weren’t shaped by Western narratives, they came from places like South America and Asia, rooted in local culture, fiercely authentic, and globally powerful.
“Brazil’s recognition as Creative Country of the Year was well deserved. The work from Brazil, and across the region was, and is brave. And it’s setting the pace for the industry right now.
“And despite all the talk of AI dominating Cannes? The best work didn’t lean on AI as the star of the show. When it showed up, it was used smartly, just another tool in the toolbox, seamlessly integrated to serve the idea.
“My takeaway? Great storytelling, cultural courage, and thoughtful craft will always win. Cannes reminded me why we do what we do.”
Andrew Mole, CEO and co-Founder, pubX
“This year’s Cannes week has been all about collaboration. It has felt way more open, with conversations about ‘what we can do together’ rather than perceiving other tech companies as the competition.
“Also it has been a reminder of the importance of human connection, and why attending events like this is really positive and important in a world where we are often working remotely.”
Stephen Upstone, CEO & Founder, LoopMe
“This year saw the beginning of the end for rosé – I had zero glasses of it – and the rise of meaningful meetings about outcomes from tech and creativity.
“A key challenge being tackled was how to save and elevate brand advertising, which is in crisis as audiences move from TV to mobile.
“Discussions explored how brand performance using AI and measurement can provide understanding and amplify results, and the importance of creativity, which is creating value in the messy mid-funnel.
“Cannes is no longer just about creativity – tech launches the event, and creative follows.
“With most of the big tech companies arriving in town on Sunday or Monday, it’s called Tech Tuesday for a reason, with Amazon, Snap, and Google out in force. Luma, DoorDash Ads with MediaLink, and Spotify were stand-out parties.
“Tuesday at the Hotel du Cap was a who’s who of tech, media agencies, and brands. These were predominant parts of the early-week circuit that set the tone before the awards rolled in.
Mateusz Jędrocha, Chief Product Officer, Adlook
“There is always tension between style and substance at Cannes Lions, but this year the smoke and mirrors felt particularly strong.
“Catch-all buzzwords like “AI”, “clean rooms”, and “curation” were thrown around so loosely that it was difficult to pin down what a product actually does.
“The industry was all-in on acceleration, but we need less jargon and more clarity to figure out where exactly it is that we’re all speeding off to.
“This leads to the sense that dazzling new tech is distracting from more fundamental issues.
“Every CEO wants to see marketing outcomes tied to hard business metrics, yet unified, reliable, cross-channel measurement is still on the other side of the horizon.
“Ultimately, there’s no question more important in marketing than “Did this work?”
“Right now, that’s still far more difficult to answer than it should be, and it’s the problem our brightest minds should be committed to solving.”
Kitty Martin, Senior Digital Strategist, Anything is Possible
“As a first-timer at Cannes Lions, what struck me most wasn’t the spectacle (although the Croisette and the beach were pretty sweet, not gonna lie).
“It was the honesty.
“One talk framed this as the ‘seven deadly sins of marketing’ – and it was uncomfortably accurate: We heard from creators, strategists and marketers who weren’t afraid to call out where our industry goes wrong: chasing trends instead of building trust, prioritising control over collaboration, and confusing short-term wins with long-term brand-building.
“And that’s before the inevitable AI conversations, which ranged from ostrich-like denial of the reality of the disruption coming soon to an industry near you – to a handful talking with real vision about what the future of the agency looks like, and how we continue to add value as growth thinkers and strategic consultants.
“Because real growth and real creativity don’t happen on a 12-month planning cycle. It comes from instinct, vulnerability and backing ideas that scare you a little.
“So for me, Cannes was a reminder that if we want to make work that connects, we need to stop playing it safe – and start trusting ourselves more.”
Lee McCance, CPO, Adverity
“There’s nowhere quite like the Croisette for meaningful conversations across the advertising world, and this year was no exception.
“The buzz centred on the fast-moving world of AI and data, with heavyweights like Amazon and Microsoft underscoring how these tools move from theory to real-world impact.
“We are in an era of unprecedented scale and automation and it was apparent that the industry isn’t just talking about AI anymore, but actively and tangibly applying it.
“What stood out was how AI delivers tangible business results, drives engagement, boosts creativity, and streamlines workflows.
“Agentic platforms, in particular, are helping brands turn complex data into actionable insights, striking a smart balance between ROI and creativity.
“AI is no longer just a tool; it’s becoming a strategic engine for transformation, powering more purposeful, data-driven experiences.”
Amanda Forrester, VP Marketing & Communications, OpenX
“One thing we saw a lot of on the Croissette was the relationship between news and curation.
“Today, we see a lot of simple keyword blocking that takes even buyers who want to appear in news out of the equation. For example, close to 50% of coverage of this year’s Super Bowl was blocked because it talked about injuries, and we know that’s not what brands want.
“Brands want to run alongside news coverage of premium sports content.
“Smarter curation is going to help safely monetise news content because we can use advanced AI algorithms to help provide a nuanced approach, especially when done on the supply side, given the proximity to the publishers.
“Curation is something that people have used as a broad, blanket term, and we need to revisit the definitions. Curation capabilities are more about inventory quality, allow lists, etc. And then there’s supply-side targeting, which is data-driven.
“Supply-side targeting is how we can keep brands safe and aligned with their brand values while accessing highly engaged audiences and directly supporting news publishers.
“There’s nothing wrong with site lists, but buyers and publishers should have the transparency to understand which products and capabilities they’re using so they can compare them and contrast them and ask for more features and capabilities.
“You can’t do that if you have one single catch-all term.”
Nick Waters, CEO Northern Europe, Making Science
“This year’s Lions was bigger and busier, packed into a lively schedule, which of course included the launch of Creative Hub as a new addition to our ad-machina technology.
“The level of industry optimism at the event was particularly striking. We are living in a period where there are concerns about AI replacing the workforce, agency redundancies and uncertainty caused by geopolitical conflicts or trade tariffs.
“But this was not manifested in Cannes at all. The conversations were positive and upbeat. We work in a resilient and adaptive industry. There will be winners and losers, but optimism and excitement outweigh negative sentiment.
“I did expect more discussion about how data and technology are enhancing the creative process and amplifying creative effectiveness.
“The Cannes Lions is still a creative festival after all. So let’s hear more about how these industry developments are positively impacting creativity.”
Sarah Lawson-Johnston, MD, EMEA, Vudoo
“While AI dominated many conversations this year at Cannes, the true standout for me was the maturity of commerce media.
“What was once a niche conversation has now gone mainstream, with platforms, panels, and partners treating commerce not just as a performance indicator but as a space for creative storytelling, cultural resonance, and tangible results.
“Retail media has also evolved, becoming a strategic force for driving engagement and conversions. The prevailing sentiment was clear: shoppable content is no longer a luxury, but a necessity.
“However, shoppability without context is just noise. Interactivity only creates value if it directly connects to the point of purchase. This shift, from a format-first approach to function-led design, is transforming how brands approach content as commerce.
“Cannes has transformed to not only celebrate creativity, but also embrace tech-driven innovation. The spirit of creative storytelling remains strong, particularly within creative commerce where culture, technology, and conversion increasingly intersect in powerful ways.”
Chris Pettit, CEO and co-Founder, Revving
“It was great to see the large number of creatives heading to Cannes. It feels like there’s a strong creator community building, with lots of opportunities for the creators and the brands they’re working with.
“AI was high on the agenda, as everyone expected, but it felt more defined this year. With lots of focus on building better AI tools that can help the industry.
“What was apparent, though, was this wall of silence around payments. It’s an issue that doesn’t get enough airtime and it really ought to.
“Whenever we talk about it, it’s clear we’ve struck a nerve and people start to light up with a response.
“We’re building a rocket ship for ad delivery, creativity and AI, but using a carrier pigeon for payment and business opportunities – and it is holding the industry back.”
Zuzanna Gierlinska, UK Chief Commercial Officer, MiQ
“AI was undeniably the topic du jour on the Croisette, but the tone has shifted.
“There’s less trepidation and fewer conversations centred on whether AI would replace our jobs, and more excitement around how businesses can harness the technology to maximise employees’ capabilities.
“The launch of MiQ Sigma has been a great showcase of exactly how AI is powering our people to be more effective, more creative and more impactful for our clients. Our conversations with clients in Cannes centered on platform demos which really took AI from hype to reality.
“One thing that stood out for me is that the human element remains essential to ensure that AI is truly addressing brand’s business challenges.
“Understanding the requirements, defining the strategy to address them and turning business goals into clear AI prompts requires human intelligence.
“While the progress we are making in having AI do the heavy lifting is inspiring, human judgment will always be a vital element of building, directing and monitoring AI tools, and guiding its outcomes.”
Lisa Abousaleh, VP of Publisher and Distribution Partnership, ID5
“One of the big takeaways from this week’s conversations in Cannes was just how important connections are; across screens, across platforms, and between people. The convergence of big tech platforms and evolving media channels was unmistakable.
“As web-based companies branch into app, audio, and CTV, the ability to link identity across all channels is critical for effective omnichannel campaigns.
“CTV in particular was top of mind for many. We also heard a lot about the untapped potential of news media.
“Despite some potentially misplaced brand safety concerns, these environments offer premium reach and engaged audiences, which are especially valuable in places where signal loss is growing.
“Identity remains a central theme, with a focus on privacy-first approaches and deep platform integrations.
“As always, sitting down in person, no matter how far we flew, made all the difference. Cross-functional collaboration, global connectivity, and in-person relationship building remain essential even in an increasingly digital and remote-first world.”
Thomas Bremond, MD, Comcast Advertising, International
“For years, our motto for Cannes Lions has been about making connections, and this year was no different.
“There was a great elan on and off the stage, echoing a universally shared commitment to innovation and collaboration as the only way to ensure advertising becomes easier and seamless, and ultimately, more effective for all sides.
“From our standpoint, it has also been an opportunity to build on a new industry paradigm: TV as a performance channel. TV has always been seen as a brand safe, trusted environment made for engaging stories and special moments, but now advertisers are keen to harness its ability to provide direct results for them.”
Ben Cicchetti, SVP, Marketing & Communications, InfoSum
“If we want innovation, we have to reward risk. That’s what I took away from WPP Beach in Cannes this week.
“There’s a huge difference between encouraging experimentation and actually building a culture that rewards it. As leaders, we need to do more than give permission to fail.
“We need to create environments that make risk worthwhile. Cannes was full of inspiring case studies, but behind each breakthrough was a team that was trusted to try, iterate, and learn.
“I was reminded that we often only see the one successful idea, not the nine others that failed during the experimentation process. AI, new formats, and emerging platforms are giving us more tools than ever to experiment.
“The challenge is no longer access, it’s mindset.”
Anne Piérard-Marcombe, Global Sales Director, Ogury
“Unsurprisingly, AI was on everyone’s lips this year — and agentic AI, in particular, was at the heart of every conversation.
“It’s remarkable how quickly the industry’s tone has shifted from “AI is a threat and no one really knows how much” in 2024, to today’s “AI agents have become essential to our productivity and are replacing half of our jobs”.
“I think the reality is much more balanced, and that agentic advertising won’t replace our ecosystem overnight — it will optimise it.
“If, beyond Cannes 2026, that future does come to pass, then we could rejoice in the festival returning to its roots – a true celebration of creativity, championing bold, inspiring, and distinctive brand identities.”
Marko Johns, UK MD & Head of Agency, Intl, Seedtag
“It felt as if Cannes was back with a bang in 2025.
“Considering some of the challenges we’ve seen in the market recently, it was great to see so many brands using this past week as a launchpad for new products and truly connecting with global partners.
“Adtech was a central theme to many of the hosted sessions, with publishers and brands working to understand how best to leverage some of the great developments in the marketplace to either address issues or, in many publishers’ cases, build on legacies that span decades.
“The standard of the sessions this year was unparalleled. Multiple sessions on brand safety highlighted how we all have a responsibility to support high quality journalism, and it was hugely encouraging to see many senior and influential UK advertising leaders’ committed to playing a role in this.
“Once again, Cannes week was a source of inspiration for our industry, bringing together the brightest minds, sparking bold conversations, and reminding us all of the power of creativity and collaboration to drive meaningful progress.”
Grant Gudgel, SVP Marketing, Verve
“Just as predicted, a lot of conversations at Cannes Lions this year centred around AI.
“However there were two tracks of conversation within this expected theme; one, the business conversations around how industry is applying machine learning to aspects of our work, such as bidding decisions and campaign optimisation, and two, a more trepidatious look at the future of advertising, with LLMs coming into the picture in a much bigger way.
“Amid the Google DoJ trial verdict and potential divestiture of Chrome, the industry waters are choppy, and uncertainty is being felt across the market.
“Signs of concern around possible changes afoot were evident at Cannes, with extensive conversations around the consequences of LLMs on editorial publishing, copyright, regulation, litigation, and legislation.
“While challenges remain, global events like Cannes play a key role in enabling us all to come together as an industry, discuss these important issues, and proactively shape the narrative.
“It’s clear that in order to maintain ethical protocol and even limit AI’s impact on security at a global scale, standards from industry bodies are critical as we move forward.”
Charlie Johnson, VP, International, Digital Envoy
“Every year I claim ‘this is ‘my last Cannes’. Do I really need to go back to the chaos? Is it worth the long days, intense heat and lack of sleep?
“Cannes Lions isn’t just about networking or striking deals; it lives in that sweet spot between the two and is like no other industry event.
“The brightest minds come together to have genuinely meaningful conversations, dig into the tough questions, and quite simply, form real human connections.
“This year, in particular, felt incredibly positive. The energy was high and the engagement was real.
“So, will I be back again next year? Probably.”
Adrienn Major, Founder at POD LDN
“As a Cannes first-timer, I expected to see the big agency networks front and centre, but it was actually big tech and publishers that dominated the Croisette.
“Production companies were also surprisingly low-profile, not as present in the conversation as I anticipated.
“Content-wise, I noticed that some of the major shifts happening in our industry weren’t widely acknowledged – from WPP’s recent challenges to the IPG/Omnicom merger news and widespread layoffs.
“Even broader world events, like the situation in the Middle East, felt largely absent from the dialogue. It reminded me just how much of a bubble Cannes can sometimes be.
“As someone deeply invested in AI-driven workflows, I was pleased to see AI take centre stage. But I did feel that some of the sessions lacked depth – too many users, not enough scientists or critical voices to truly explore the ethical and long-term implications.
“That said, it was an inspiring, high-energy week. I had a fantastic time reconnecting with familiar faces and meeting new ones from across the creative spectrum.
Pierce Cook-Anderson, EVP of EMEA, Audigent, Experian
“Agentic AI has become the centrepiece of nearly every industry conversation – no less so in Cannes last week – hailed for its potential to deliver improved targeting and personalisation, greater customer engagement and faster campaign execution.
“At the same time, the push to consolidate discovery, data, targeting, attribution, optimisation, and billing into seamless self-serve platforms continue to define the competitive landscape in ad tech.
“For both, data is the foundation to success.
“Self-service platforms rely on structured, accessible, and actionable data and agentic AI needs data to fuel intelligence.
“This means in the evolving landscape those who secure strong data alliances will shape the future of performance and innovation in adtech”.