Cannes Lions Creatives Call for Substance Over Hype as AI Takes Center Stage

Cannes Lions Creatives Call for Real Talk on AI at Cannes 2025

As the Cannes Lions Festival of Creativity takes over the French Riviera, agency leaders and creatives are gearing up to address the shifting landscape of the advertising industry. Artificial intelligence is the main topic, but the hope is for a grounded conversation that moves beyond hype to practical insights on how AI can be used effectively and at scale. Alongside AI, social-first creativity, immersive experiences, humor, and creative effectiveness will also be key themes.

Immersive Experiences Step Into the Spotlight

Robin Fitzgerald, Chief Creative Officer at BBDO Atlanta, highlights the rise of immersive experiences. The blending of physical and digital—sometimes called "phygital"—is finally meeting consumer expectations. From AR-powered out-of-home campaigns to activations that extend into virtual worlds, 2025 promises to showcase fresh, engaging work that bridges realities.

AI Moves Past Hype to Efficiency and Scale

Winston Binch, Chief Brand and Experience Officer at GALE, notes a shift from questioning whether to use AI toward how to deploy it effectively. Economic uncertainty is pushing brands to seek real commercial value from AI tools like Adobe Firefly and Google Veo 3. Efficiency is becoming the priority as AI adoption moves into a more mature phase.

Creative Ideas Must Drive Business Results

Gabriel Schmitt, Global Chief Creative Officer at Grey, stresses the importance of creativity that clearly impacts business outcomes. In uncertain economic times, the industry’s relevance depends on ideas that move the needle beyond surface-level spectacle.

AI Should Be a Tool, Not the Idea Itself

Kevin Mulroy, Partner and ECD at Mischief @ No Fixed Address, warns against confusing AI with the creative idea. Many current AI-driven campaigns are self-referential and novel but risk losing impact once the novelty fades. The focus should remain on strong ideas supported by AI, not on AI as the centerpiece.

Emotional Intelligence in an Increasingly Synthetic World

Jed Cohen, Chief Creative Officer at Mother LA, expects AI to be a major topic but hopes the conversation emphasizes emotional intelligence. The challenge is to create work that feels human and meaningful, making people care amid a growing digital and synthetic environment.

Social-First Creativity and Humor Gain Ground

Geoffrey Goldberg, Co-founder and Chief Creative Officer of Movers+Shakers, points to an increase in social-first creative ideas inspired by real communities and their influencers. Humor and levity are also gaining prominence, as they help brands cut through social noise and engage audiences effectively.

Agentic Commerce and the Next Creative Transformation

Nick Pringle, Chief Creative Officer EMEA at R/GA, sees AI and agentic commerce as dominant themes. Large language models are reshaping search and direct-to-consumer interactions, marking a transformation comparable to the rise of mobile and apps. Success will come to those who adapt creatively and build sustainable cultures.

Independents to Lead Creativity Amid Industry Consolidation

Matt MacDonald, US Chief Creative Officer at VCCP, highlights how independent agencies will use creativity to distinguish themselves amid ongoing mergers and acquisitions, shaping the conversation during and after Cannes.

AI to Amplify Human Connection and Empathy

Debbi Vandeven, Global Chief Creative Officer at VML, anticipates a buzz around AI but expects celebrated work will be that which uses technology to deepen human connection and amplify empathy in new ways.

AI as a Catalyst for Diverse Creativity

Rafael Rizuto, Chief Creative Officer at Ogilvy North America, hopes the AI discussion will move beyond tools and efficiency. He envisions AI unlocking new creative possibilities, empowering diverse voices, and helping teams imagine ideas that weren’t possible before, pushing the boundaries of creativity and humanity.

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