Just one-in-three senior marketers are using AI to deliver better creative, according to research from the World Federation of Advertisers (WFA) and the Cannes Lions festival released ahead of next week's awards in France. The study of 160 marketing leaders found that nearly two-thirds (63%) are still struggling to develop new ways of working because of the technology.
The findings set a sobering backdrop for a festival where AI is expected to dominate conversations. The report points to three main barriers slowing the integration of AI into creative excellence.
- Short-termism (cited by 68% of respondents)
- Risk aversion (45%)
- Insufficient investment for creative development (37%)
The gap between talk and action
While panel discussions and product demos at Cannes Lions will spotlight AI's potential, the WFA research indicates that marketing organizations are far from turning that potential into award-worthy output. Most teams remain stuck on using AI for cost-cutting or process tweaks rather than as a tool to elevate creative work.
A call for cultural change, not just tools
Stephan Loerke, CEO of the WFA, said: "There is much talk that AI can drive improved creativity, a proven ingredient for marketing effectiveness. But we need to look at our processes holistically before seeing how AI can fit in. The technology will continue to evolve but what matters now is that CMOs consider how they can orchestrate a culture of creative effectiveness within their organizations rather than evaluating AI on individual, disconnected initiatives across the creative workflow."
Why this matters for Creatives
The data signals that creatives cannot wait for AI to automatically enhance their work. The slow adoption is a leadership and culture problem as much as a technology one. For teams wanting to break through, pushing for dedicated creative investment and a tolerance for experimentation is essential. Those looking to build these skills can explore AI for Creatives training that focuses on integrating AI into the creative process rather than just chasing efficiency.
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