Cannes Lions 2025: AI, Authenticity, and the Rise of the Creator CEO

Key Trends and Takeaways from Cannes Lions 2025

Cannes Lions 2025 felt like a festival in transition. The usual glitz was present—yacht parties, beachfront billboards, and branded rosé bars—but the conversations underneath were different. They were grounded, urgent, and deeply human. The central questions this year were clear: How does creativity evolve alongside automation? How do we build trust beyond just grabbing attention? And what does it take to not only survive but influence what’s next?

Here’s a breakdown of the major themes where creativity, technology, and humanity intersected on the Croisette.

AI Is Here to Stay — And It’s Not the Enemy

AI dominated discussions, but the mood was more mature than fear or hype. The focus shifted to collaboration: how creatives can work alongside AI in ways that feel human and useful. As creative entrepreneur Sun Yi put it, “If you’re a creative and you’re not adopting AI, you’re making a huge mistake.” AI won’t replace artists but can elevate commercial art by helping storytellers sell themselves better, clarify their message, or speed up workflows.

The conversation also embraced nuance and ethical use. Lucy Guo, CEO of Passes, pointed out that AI should augment creativity, not replace it.

Yet, amid the AI buzz, there was a clear hunger for authentic, in-person connections. Oleha Riden from Uberall observed, “There’s a huge appetite for more immersive, human brand experiences.” Ala Ho, founder of AndHuman, noted that the most memorable moments happened off-stage—in brand houses and side events—where the slow, friction-filled human process was visible. These interactions, full of soul, hinted at what’s next.

Creators Are the New Cornerstone

Since the introduction of creator and startup passes two years ago, creators have become central to Cannes Lions. This year, they weren’t just attendees—they shaped the event’s programming. But challenges remain. Charlotte Stavrou from SevenSix Agency highlighted a 21.5% racial pay gap between Black and white influencers in the UK, tied to race, age, skin tone, disability, and hair type.

She also shed light on the pressures creators face: unrealistic brand demands, faster turnarounds, shifting briefs, and long payment terms stretching from 30 to 120 days. These factors put disproportionate strain on creators.

Her advice? Whether you’re a creator, brand, or agency, set clear expectations, push back on unfair terms, and build a fairer system. Sharing pricing frameworks openly is a crucial step. Diversity should move beyond performative gestures and become real.

Building Owned Audiences

One of Sun Yi’s most shared insights was: “One email is worth 100 followers.” He urges creators—especially those from underrepresented groups—to focus on long-form content like newsletters, books, or podcasts.

Success often comes not from raw talent alone but from the ability to sell yourself. Investing in community and long-form storytelling builds trust, while short-form content mostly grabs fleeting attention.

The Rise of the Creator CEO

More founders and leaders are building their personal profiles alongside their companies. Sun Yi emphasized that even in B2B, people want to connect with real people.

Authenticity needs a fresh take—not just a buzzword but a strategy. Your perceived weaknesses can be your greatest assets. Sun shared how undercharging clients early on and then overdelivering helped him attract major brands. Instead of masking your flaws, ask your closest circles where your strengths and blind spots lie. Use those traits, even the uncomfortable ones, to stand out.

The Future Looks Bright for Independents Who Keep It Human

Behind the usual Cannes glamour, a new narrative emerged. Judges saw an 18% increase in submissions from independent agencies compared to last year, signaling that smaller players are gaining traction.

The real advantage is not just technology itself, but using it to amplify what makes us human. Creatives who show up, speak up, and share knowledge on their own terms are best positioned to influence what comes next.

For creatives wanting to deepen their AI skills responsibly, exploring practical AI courses can help you navigate this balance effectively. Visit Complete AI Training’s latest courses for hands-on learning.