Apple’s Tor Myhren at Cannes Lions: Why Human Creativity Still Outshines AI in Advertising

Cannes Lions: Apple’s Tor Myhren Champions Human Creativity Over AI in Advertising

At the opening of Cannes Lions, Apple’s marketing leader Tor Myhren delivered a clear message: AI will not save advertising. Instead, he emphasized that the true strength of the industry lies in human creativity and craft.

Myhren pointed to Apple’s celebrated ads—featuring talents like Pedro Pascal—as examples where human touch makes the difference. While tech giants including Apple, Coca-Cola, and Google have faced criticism for seemingly prioritizing technology over creativity, Myhren shifted the narrative back to what makes advertising special.

AI Is Neither the Threat Nor the Savior

AI remains a hot topic at Cannes Lions, but according to Myhren, it brings both opportunity and challenge. “The good news is AI is not going to kill advertising,” he said. “The bad news is AI is not going to save advertising.” This means the responsibility still rests with marketers to champion creativity and human insight.

Human Creativity as the Industry’s Superpower

Last year, Apple’s “Crush” ad—showing a hydraulic press destroying artistic objects—sparked backlash for its unsettling portrayal of creativity’s destruction. Critics saw it as a metaphor for AI’s threat to creative professions. Myhren acknowledged this misstep, admitting, “We missed the mark.”

In his Cannes address, he refocused attention on human talent. “Human touch is our superpower,” he said. “It’s the secret to building long-term brand love.” This highlights the critical role of genuine creative effort in connecting with audiences and sustaining brands.

The Future: AI as a Creative Partner, Not a Leader

Myhren concluded with a call to action for advertisers still wary of AI’s impact. “AI will ride shotgun and be the best creative partner this industry has ever seen,” he said. “But we’ve got to drive.” In other words, AI should be viewed as a tool to support human creativity—not replace it.

For marketing professionals, this perspective encourages embracing AI selectively while doubling down on the unique value human creativity delivers. To explore practical ways AI can assist without overshadowing originality, check out Complete AI Training’s latest AI courses.