What will everyone be talking about at Cannes Lions this year?
As one huge global industry prepares to descend on the famous Croisette in just a few weeks time, we’ve been asking agency, media, adtech and marketing leaders to share the trends, challenges and opportunities they expect to dominate the conversation on the Cote d’Azur.
From AI and retail media to sustainability and publisher economics, here are the issues set to shape Cannes Lions 2026…
Adrienn Major, Founder, POD LDN
“I expect AI to dominate the conversation once again at Cannes Lions this year, from how it’s reshaping creative work to how brands are scaling production faster than ever.
“But beyond the hype of a few years ago, the biggest value this year will come from hearing real life examples of AI translating into better ideas, smarter workflows and measurable business impact.
“I also hope to see production becoming a much bigger part of the conversation. As content demands keep growing, brands are looking for scalable, efficient ways to produce work that will run across multiple channels and markets.
“It would be nice to hear this discussed more at the Palais and Fringe events. However, in my experience the best insights often come from the conversations happening off-stage as much as on it.”
James Taylor, CEO and Founder, Particular Audience
“I expect a lot of conversation in Cannes around AI and retail media, and specifically, how AI is reshaping the commerce and retail media landscape.
“It’s a conversation we will be unpacking with 50 retail media leaders at Particular Audience’s collaboration with IAB for the Cannes Retail Media Leadership Breakfast on the 23rd of June.
“AI is, of course, touching all aspects of marketing, all aspects of life, but it has the potential to revolutionise the retail media space, if retailers and brands build for it. For retailers, the prize is higher-margin yield and monetisation potential.
“For advertisers, improved efficiency and validated ROAS through predictive targeting and automated campaign management.
“And let’s not forget customers, who will benefit from greater relevance and utility. Product recommendations that match the intent they – or their agent – display when browsing a website.
“Ads that are relevant to what they searched for, rather than who bid most to take the slot. We’re not there yet, and the vast majority of retailers have a lot of work to do to prepare themselves for the era of agentic commerce, but the upside is too appealing for them to ignore.”
Sandra Wagner, CEO, AuraVeo
“Cannes this year will be defined by one question: are we using technology to create genuine connection, or just more noise?
“The industry is waking up to the fact that automation without intention produces neither. Brands are starting to look beyond platform dependency and fragmented data toward something more direct – real interactions, at real moments, with consumers who are actually paying attention.
“That shift points directly to the product itself as the most underused media channel in marketing.
“I’ll be at Cannes to talk about what happens when brands stop broadcasting and start having conversations – and why the most powerful of those conversations starts with the thing already in your customer’s hands.”
Hugo Welkers, CEO and co-Founder, Refinery89
“AI will be front and centre. That feels inevitable. But I hope the conversation also focuses on more structural topics that really matter for the ecosystem, such as Supply Path Optimisation (SPO) and, crucially, the challenging situation publishers are facing right now.
“AI-driven changes and the volatility of Google Discover are putting real pressure on publisher traffic and revenues, and many publishers are being forced to rethink their monetisation strategies. That reality deserves space in the broader Cannes discussion.
“We need to balance narratives around the next big thing with the areas we can actually make progress on today. This includes familiar but critical problems, such as how we bring buyers and sellers closer together, and how to make the value exchange more transparent and efficient.”
Max von Weber, Founder and CEO, adnomaly
“Cannes is one of the rare moments in the year where the people who usually sit behind layers of meetings, calendars, and gatekeepers are suddenly approachable, and in a relaxed mood.
“The setting, with yachts, beach clubs, rooftops, a glass of rosé in hand, strips away a lot of the formality of regular industry conversations. Decision-makers who are normally guarded and time-pressured become open, curious, and genuinely willing to engage.
“That shift in energy is what makes Cannes valuable for me. It’s not the panels or the awards – it’s the conversations that happen in between, the ones that actually move the industry (and deals) forward.
“For a company like adnomaly, that’s gold: the chance to have honest, unhurried discussions with the people shaping how media is bought, sold, and safeguarded.”
Jess Aylett, Head of Sales, UK & International, GumGum
“One of the biggest themes set to dominate conversations on the Croisette this year will be the industry’s shift from basic audience targeting to outcome-driven advertising.
“As marketers continue to navigate a privacy-first landscape, there’s growing recognition that understanding mindset and context is becoming far more valuable than relying solely on identity signals.
“We’re also seeing increased pressure on the industry to prove effectiveness across every channel. Attention, measurement and business outcomes are no longer “nice to have” conversations – they’re becoming central to how media investment decisions are made.
“This is particularly true within channels like CTV, where brands are looking for smarter ways to combine premium environments with stronger accountability and optimisation.
“AI will undoubtedly remain a huge talking point, but I think the most interesting conversations will focus less on AI for efficiency, and more on how it can improve relevance, creativity and performance in a meaningful way for consumers and brands alike.
“Ultimately, I think Cannes this year will reflect an industry looking to balance innovation with accountability – finding ways to drive measurable outcomes while still creating advertising that genuinely connects with people”.
Gabriel Garcia, Creative Director, Hijinks
“The key to Cannes is doing your research. It’s hot, it’s chaotic and people all need information on where to go. Find out about the public production company and beach events, then you can offer that up to people you meet on your travels. They’ll share their tips too.
“In terms of what I’m expecting to hear about, I imagine AI will once again dominate the conversation this year, but with a much bigger focus on how to use it intelligently while still creating work that feels genuinely human and emotionally authentic.
“I’m also excited to see what comes out of the Entertainment and Brand Experience categories. They’re always some of the most ambitious and fun pieces of work at the Festival, in my humble opinion.
“And then there’s Print and Outdoor. Despite being some of the oldest categories in advertising, creatives somehow keep finding new ways to reinvent them year after year. That constant evolution is always exciting to watch.”
Ruben Goots, co-Founder & Executive Producer, HAMLET
“For years, Cannes Lions was the place where the creative industry came together to celebrate ideas, craft and cultural impact. This year, however, I expect a much deeper question to dominate conversations on the Croisette: who actually owns creativity today?
“The traditional balance of power inside the industry is shifting rapidly. Agencies are no longer only competing with each other, but increasingly with global tech companies that now influence not just media and distribution, but also strategy, production, data and even the creative process itself.
“At the same time, many agencies are trying to reinvent themselves as technology driven businesses. The lines between both worlds are disappearing. Tech companies are becoming agencies, while agencies are under pressure to become tech companies.
“What makes this evolution particularly striking is that Cannes Lions increasingly reflects that same power shift. The festival was originally built as a celebration of creative excellence, independent thinking and bold storytelling.
“Today, it often feels like the biggest visibility belongs to the companies with the largest platforms, ecosystems and financial power.
“From the perspective of the production and craft side of the industry, that evolution raises important questions. Craftsmanship in filmmaking and storytelling is built on human perspective, collaboration, intuition and cultural sensitivity. Those elements cannot simply be reduced to scale, automation or technological efficiency.
“Of course, technology and AI are fundamentally reshaping our industry and that conversation absolutely belongs in Cannes. But there is also a risk that creativity itself slowly becomes secondary within a much larger commercial and technological battle for dominance.
“The real question this year is therefore not simply who will win the most Lions, but whether the industry still has a clear vision of what creativity should represent in the first place.”
Diu Hoang, Global Field Marketing Director, VIOOH
“Last year at Cannes, AI dominated conversations and this year I’m expecting no different – especially given the heavy representation from US-based brands and advertisers who are leading the charge.
“Whereas last year most conversations around the topic were speculative, addressing where it fits within the industry (and its potential impact on jobs), this year I’m expecting AI’s place to be fully realised and embraced with proof points and tactical applications.
“A year is a long time in the world of advertising! And, I’m personally looking forward to hearing insights on programmatic digital out of home’s next chapter including curated marketplaces and deeper integration into omnichannel planning.”
Marcus Brown, Founder & CEO, The Great Pitch Co.
“Undoubtedly the talk on the Croisette will be about AI (or IA, as the French call it). And given our focus on developing Great Pitches, it will be fascinating to see which agencies are GREAT at telling their AI story.
“But ultimately we hope the celebration of great creativity doesn’t get drowned out. What we’ll really be looking for is work where AI is embedded within the creative idea itself. Think VCCP UK’s “Daisy vs. Scammers” for O2, or Canada’s Sid Lee, in partnership with Electronic Arts and Battlefield Studios, where “Destruction Receipts” cleverly tapped into the gaming culture of “show me the receipts.”
“AI may dominate the conversation, but creativity should still own the spotlight.”
Michael Ruby, co-Founder & CCO, Park & Battery
“AI is going to be a major topic in Cannes this year.
“Myths will be exposed – like the one about AI-powered creativity accelerating and simplifying the creative process, because the better the creative output the more rigorous is the upfront thinking required. And because mediocrity can be generated faster than ever in an AI world but great work still requires more effort, not less.
“Then there’s the myth about AI replacing human creativity, because human input is critical to ensure the best AI-powered creative output.
“Truths will be confronted, too – like the shift in emphasis required from humans making to humans guiding creative output. AI demands articulation — taste alone is no longer sufficient.
“And the growing importance of human guidance will mean human creative input must become more intentional and more editorial.
“AI rewards those who slow down before they speed up and punishes vagueness. Execution is no longer the bottleneck, thinking is.
“Far from being in crisis, creativity – in B2B marketing, especially – is experiencing a creative renaissance with AI not a threat but a new and positive force. “By collapsing old boundaries between strategy and creative, thinking and making, words and visuals it is raising the creative bar. And by doing so, the work is becoming more integrated, more demanding and more human.
“Taking all this into account, Cannes Lions this year will be the one when the industry stops apologising for AI and starts hero-ing what it can do with it. Why? Because it can no longer afford not to.”
Barney Worfolk-Smith, Chief Growth Officer, DAIVID
“The end of Cannes last year felt like ‘Acceptance’, the final stage of grieving, specifically about what AI is doing to the industry.
“What I have experienced through this year and I hope to see in Cannes is growth around that grief. That manifests in people rolling up their sleeves and showing us smart, practical applications of AI driven by human ingenuity.
“I want to see real agentic buying flows, real generative creative at scale, real composite data sources driving efficiencies that couldn’t be done before.
“Because when it comes to harnessing AI in advertising, rather than being depressed by it, we must champion those who are getting on with it.
“Curiosity skilled the cat.“
Sarah Lewis, Global Vice President, CTV, ShowHeroes
“My prediction is that this year’s Cannes Lions will firmly mark the transition from AI hype to practical application, with a focus on personalised ad creative and intelligent contextual targeting.
“The real talking point on the Croisette will be how brands are combining data with automation to tailor every creative to their audiences in real time.
“Ultimately, AI is not a replacement for the human spark; it is the ultimate enhancer.
“The most compelling discussions will centre on how we can use these tools to achieve scale and efficiency, while ensuring that authentic, human-led storytelling remains the driving force behind emotional resonance and brand equity.
“The combination of tech and genuine creativity will be where the magic happens this year.”
Richard Ottoy, SVP of Sales EMEA, Assertive Yield
The conversation around pricing models has shifted dramatically heading into Cannes this year. Publishers are no longer just reacting to buyer pressure; they’re proactively rethinking how they structure and defend their inventory value.
“The move toward more dynamic, data-informed pricing means that relying on static floor strategies is increasingly a liability. What we’re seeing on the ground is publishers asking harder questions: are my floors actually protecting yield, or are they leaving money on the table?
“Cannes will be a temperature check on how aligned buyers and sellers really are on what fair pricing looks like in 2026. It’s a conversation we’re very much looking forward to continuing on the ground.”
Alex Springer, Director, OpenAttribution
“I think the industry is grappling with the concept of influencing the new influencer – understanding how AI is influencing consumers, and what our role as marketers becomes if there is this new layer sitting between ourselves and our audience.
“I think we need to cut through the hype as well. I can find any number of people who are as excited about consumer-facing AI as we are all told we should be, because it offers some kind of shortcut to brand awareness and, ultimately, sales.
“But the reality is that the work is the same as ever. Understand the customer, understand your value, find compelling ways to connect.
“I’m keen to see if this is just my take on things, and if the hype machine that will undoubtedly show up in Cannes can convince me otherwise.”
Sophie Bell, MD, Toast
“The value of craft in a world of AI will be one of this year’s hot topics. AI has got us all questioning “what is creativity?” Is it just about the output, or is there something deeper about the human endeavour to create something.
“Take Apple shooting its logo when it could have easily done that through a computer. Or the BBC Winter Olympics’ stop motion which used fire.
“Both had a lot of chat about the craft behind them: an antidote in a world of AI. This is about the authenticity of that endeavour.
“I hope there will be discussion about how we leverage AI in our creative businesses beyond the obvious – such as post-production output.
“We developed our AI-powered tech – StoryX – to unlock the potential for brands to tell real stories, to help unearth fresh ideas and inspire creative thinking. How can AI unlock new sources of creativity rather than just replacing craft?“
Alex Leach, Chief Creative Delivery Officer, Fold7
“For Cannes Lions 2026, I think we’ll continue to see creative effectiveness outperform media weight and short-term performance thinking. In a saturated content landscape, attention is earned through clarity, distinctiveness, and cultural resonance, not just spend.
“The work cutting through now creates disproportionate impact through strong creative ideas, not scale alone.
“Independent agencies had a major presence at Cannes Lions 2025, and I think we’ll see more of that continue into 2026 as brands increasingly look for partners with a challenger mindset; agencies that embed closely with marketing teams, punch above their weight creatively, and produce work that feels culturally impossible to ignore.
“We’ll also see more integrated creative partnerships, where TV, social, digital, and experiential each breathe in their own native way but collectively build cultural movement around the brand. The strongest work will continue to come from true brand-agency partnerships relentlessly pushing the creative pH of every facet of every idea on every channel.
“As AI adoption, ROI pressure and campaign complexity increase, the agencies moving the needle globally will increasingly be those able to combine strong creative ideas with integrated production, creative delivery and craft at scale.”
Frederic Taillier, MD France, Spain & Nordics, impact.com
“This year at Cannes, I expect a massive shift in how we talk about creators and influencers, especially in the era of clickless search.
“The days of users relying solely on SERP links are fading; trusted creators who heavily shape what Generative Engine Optimization (GEO) platforms surface are now central to any forward-thinking brand strategy.
“However, looking at markets like France, a major barrier remains. Advertisers want to work with creators, and creators want to promote brands, but they are trapped in a ‘Pandora’s box’ of fragmented, legacy technologies and services.
“Let’s be honest: this isn’t rocket science; it is a complex, legacy ecosystem, protected by middlemen who benefit from a lack of transparency and competition.
“We are here to break that silence and disrupt this ecosystem in favour of the people who actually matter: the influencers and the brands.
“At impact.com, we have already proven it’s possible, building ‘always-on’ programs that successfully scale to over 1,000 creators.
“As attribution moves into AI and LLM recommendation systems, the goal isn’t to eliminate upfront fees entirely, but to stop paying inflated costs blindly.
“By enabling direct, transparent, and secure relationships, we allow brands to make informed, outcome-based decisions, proving that creators are scalable, accountable, and true commerce partners built for the Answer Era.”
Richard Eccles, VP Global Partnerships, Jellyfish
“If last year’s Cannes was all about the progress of frontier models and the impact on marketing from a speed and scale perspective, I expect this year to be much more focused on operationalising AI, agentic workflows, and measuring the true incremental impact on businesses.
“I’m anticipating more talks around predicting and codifying creative performance, and creator-led comms moving from a tactic or “buy” to being a central part of business strategy – both more ingrained in creative strategy and as a commerce engine.
“Linked to this, I expect to see much more discussion around outcome-based remuneration models for both agencies and creators.”
James Macdonald, co-Founder and CRO, Limelight
“As the industry decamps to Cannes, there will inevitably be a heavy focus on AI, and particularly the intersection of AI and creativity. Let’s remember the event’s official name after all – Cannes Lions International Festival of Creativity.
“Ironically though, even if most of the conversations are around AI, let’s also remember that they will only be happening because people still see value in engaging with other people, face-to-face.
“The biggest danger with AI is that we forget the human element. It’s something we keep front of mind at Limelight. AI informs – indeed, to a large extent, powers – our platform, but it’s the people at Limelight whom our clients say make the difference. Someone to run an idea by, to check out a theory, or just ask for help.
“I hope that, not just at Cannes, but as we go about our business before and after the event, we never lose sight of this.”
Mathieu Roche, co-Founder & CEO, ID5
“The LiveRamp acquisition couldn’t have come at a better time and has given the industry a lot to discuss at Cannes. There’s a portion of the market that’s comfortable with the news, but there’s another that isn’t.
“Brands that were using LiveRamp as their one-stop shop for identity resolution and data collaboration now have a competitor with close proximity to their data. That’s uncomfortable.
“Those brands are actively looking for independent, neutral alternatives and Cannes is where those conversations happen in person, in real time. I’ll be honest, our team’s calendar filled up quickly with brands and agencies wanting to figure out what’s next.”
Matt Longley, CEO, Mobsta
“A lot of the Cannes conversation will centre on AI, which is to be expected. But what I’m really going to Cannes to understand is where the industry actually stands on trust in AI decisioning.
“The technology is moving fast but I’m not sure confidence in the outputs is keeping pace. Predicting behaviour sounds compelling until you have to explain how you got there and whether it holds up. That accountability question feels like it’s coming to a head.
“Sustainability is the other. There’s a risk it gets crowded out by the AI agenda, and that would be a mistake. Media in Service of Nature is a good example of what’s possible when the industry gets practical about it.
“A small proportion of campaign spend directed toward verified nature recovery projects. Simple in principle, meaningful in practice. Cannes is a good moment to have both conversations properly.”
Rikke Wichmann-Bruun, Managing Partner, Worth Your While
“As always I expect there will be a lot of talk about transformation, innovation and the future (or death??) of creativity. But there are some harsh truths out there as well that I am sure once the rosé is flowing will surface – or at least I hope so!
“Hopefully people will talk about the below – I know I will:
“Thousands of people have lost their jobs. Real lives impacted and changed in an instant and the people who made that call got paid better. WPP’s CEO can earn a potential £11.1m. Eight months in, nothing yet to show for it, approved while revenues fell, the share price collapsed 60%, and 1 in 4 shareholders voted against it. Can’t wait to see what the talent they cut will do next….
“Last year DDB withdrew a Grand Prix winner mid-festival after accusations of AI manipulation. This year the rules are stricter. The credibility gap in creative awards has never been wider. If you can’t be honest about how it was made, what’s there to be proud of?
“Clients aren’t choosing independents because we’re charming. They choose us because we pick up the phone. And we make it worth their while. So who are you going to call next time you need a reality check?”
Dan Gee, co-Founder and CSO, MFM
“Five things we may see at Cannes this year:
- AI, but with the backlash baked in. Cannes has added an AI Craft subcategory, and the programme is heavy with AI-and-creativity sessions. But we reckon that the real debate will be whether AI can create meaningful value. Will it be a tool to ensure distinctiveness, boost reach and raise productivity, or will it simply make average work on an industrial scale?
- In-housing, in sourcing, and integrating. Advertisers will be talking in terms of brand systems. The new Creative Brand Lion points to a bigger theme too: how companies can build the internal capabilities, cultures and operating systems that make great work repeatable and scalable.
- The Multiplier Effect. Following WARC’s most successful CMO-oriented research last year, we expect to see the pendulum swing away from platform-oriented bottom-funnel thinking as brands act on the Multiplier Effect, considering the right balance for profitable growth.
- Creative and media coming together. Not as a hark back to yesteryear, but how it’s going much further now, where ideas, channels, data and context work as one system, rather than separate agency disciplines.
- Social media is not social. Is it the new big tobacco? Is it just an algorithmic channel in the first stages of a death spiral? With the rise of LLMs, government bans and activist parent groups, we want to see how Zuckerberg and co will respond.”
Sarah Robertson, CPO, Experian Marketing Services
“One of the defining conversations at Cannes this year will be the importance of neutrality. The growing trend towards data consolidation by the HoldCos has prompted greater scrutiny and renewed focus on control, transparency, and flexibility.
“Fundamentally, neutrality is defined as much by market perception as by technical design. As data and technology concentrate within HoldCos, there has been a marked shift in how neutrality is perceived.
“This makes the role of independent, interoperable partners even more critical – to sustain confidence across the ecosystem and ensure continued access to open environments, free from competing interests or bias – perceived or otherwise.”
Mark James, Director of Business and Strategy, Converge
“Beyond the superyachts and celebrity cameos you’ll find a battle between competing definitions of “agentic”.
On one side established incumbents are layering automation over existing infrastructure to hold on to their influence.
“On the other, innovators are rebuilding programmatic from the ground up by giving agentic tools directly to buyers and sellers. It may not be the glitz and glamour Cannes is known for, but it’s a battle that will determine the future of advertising.”
Amy Lawrence, Deputy Managing Director, GingerMay
“Yes, of course it will be AI. But for me, the more interesting discussions will be around how brands maintain genuine human connection and build valuable relationships against a backdrop of automation.
“As we’re all exposed to more content, more noise and more AI-generated everything, the brands that will stand out are the ones creating experiences and conversations that feel real and memorable.
“Cannes is about bringing people together and sparking unexpected conversations away from inboxes and Teams calls. This year, I expect to see a concerted shift from what AI can do, to what makes people care and engage in the first place.”
Csaba Szabo, SVP Sales, MD EMEA, Integral Ad Science
“AI will inevitably dominate conversations at Cannes again this year, but the tone feels noticeably different from where the industry was even 12 months ago.
“There’s less focus on experimentation for the sake of it and much more attention on whether AI is actually improving creative, planning, optimisation, and business outcomes in meaningful ways.
“Advertisers are also becoming far more focused on accountability across fragmented media environments. As investment continues moving into streaming, social and commerce media, brands want clearer visibility into where campaigns are running, the quality of those environments, and how media signals are genuinely translating into outcomes that matter.
“The opportunity with AI is significant, particularly when it comes to helping marketers work faster and make smarter decisions at scale.
“But speed on its own is not enough. The real value comes when automation is paired with transparency, trusted quality signals, and independent measurement that gives advertisers the confidence in optimising and scaling their investment.”
Sarah Lawson Johnston, MD, Global Revenue & Partnerships, Vudoo
“With AI impacting every aspect of consumer behaviour, I expect a lot of what we hear on the ground to focus on how discovery and purchase are converging.
“Commerce is showing up in more user touchpoints than ever, across video, social and AI-driven environments.
“The challenge now is making those moments seamless for consumers, allowing them to act when inspiration strikes.”
Adrian Montero, Head of Global Partnerships, OnAudience
“We all know Cannes is one big networking session in the daytime and then a party at night. The trouble is, so many people feel like they always have to be on.
“When it gets to the early evening, do yourself and everyone else a favour and drop the ‘sell’. People don’t like cold outreach, and it’s the same when it comes to in-person interaction so embrace impromptu conversations and create room for serendipity.
“One of my favourite moments at events are the many ‘Have you met…’ introductions that happen so often in our industry. Don’t forget to lean on your existing network when it comes to meeting new people.
“Everyone is more relaxed when a common connection can help break the ice and make things a little more informal, which is what most people are looking for when they’re not in a presentation or pre-arranged meeting.”
Tim Willcox, RVP UK, PubMatic
“The debate about whether agentic buying is real has an answer now: yes, it is.
“It is already happening across the industry, from fully autonomous end-to-end campaigns to a growing range of AI-enabled executions.
“What will make buyers willing to hand more execution to autonomous systems isn’t capability, it’s confidence. Confidence is built on trust, transparency, accountability, and the ability to interrogate outcomes.
“We have noticed that this confidence is slowly building and we are in the process of proving out the capability of a genuine autonomous process.
“The other thing I’m watching is what happens to the open internet as this scales. Agentic systems will default to closed environments if interoperability standards don’t keep pace, and I don’t think the industry is talking about that nearly enough.
“That’s the conversation I want to have at Cannes.”