Five Observations from the Cannes Lions International Festival of Creativity: Marketers Seek Balance Amid Industry Transformation
The 2026 Cannes Lions International Festival of Creativity did not introduce disruptive new trends but rather deepened existing topics. While artificial intelligence was ubiquitous, it lacked genuine technological surprises; meanwhile, craft-driven works emphasizing human touch were highly acclaimed. Against the backdrop of industry contraction, the attendee lineup was streamlined, with increased demands for substantive content, and creators are shifting from independent tactics to a core part of integrated strategy.
Cannes, France — This year's Cannes Lions International Festival of Creativity did not herald the arrival of many eye-catching new trends, but rather iterated and deepened several topics that have emerged and become increasingly entrenched in the advertising industry since the last major industry gathering.
Unsurprisingly, artificial intelligence loomed over almost every conversation. While the full-blown panic surrounding the technology has cooled somewhat, it remains highly controversial in the context of widespread application.
"Everyone is in an arms race when it comes to AI adoption, trying to demonstrate some form of 'value,'" said Angela Tangas, global CEO of Oliver, a company that develops in-house digital marketing capabilities for brands. "Right now, all that value is focused on efficiency gains, rather than on genuine business impact."
Content creators also continued to rise in prominence in Cannes, with more marketers viewing them as part of an integrated strategy rather than an isolated tactic. Overall, the tension between technology and creativity felt particularly pronounced.
Marketing Dive spoke with several experts during the conference, asking about their biggest surprises, frustrations, and expectations for next year in Cannes. While they disagreed on many points of discussion, all agreed on one thing: Cannesneeds more air conditioning。
AI lacks a 'wow' moment
Many attendees believe AI is moving from pure hype to a stage of more practical application value, but not everyone was satisfied with how this ubiquitous technology was presented at the Cannes Lions Festival. Part of the problem may lie in the festival's format—some believe it favors flashy or sales-oriented displays along the Boulevard de la Croisette over genuine innovation.
"The presence of technology is strong, but it lacks a technical 'wow,'" said Rebecca Sykes, partner and head of emerging technology at The Brandtech Group. "You know the technology is far more advanced than what's being showcased or demonstrated on site, because the focus is on interactive installations that make sense on the beach."
Others echoed Sykes' view, believing that the presentations at the Cannes Lions Festival lag behind what marketers already know from their daily work with AI.
"You realize that in many areas, you're already five steps ahead of the discussions in the room," said Daale Carter, chief client experience officer at BBDO.
The return of craftsmanship
According toCampaignreporting, about 40% of this year's Cannes Lions entries used AI in some form. In contrast to the AI explosion, advertisements that eschewed automation and championed the human touch received recognition.
"There's no doubt that the investment in craftsmanship has doubled down," said Dan Lucey, chief creative officer and co-CEO of Havas New York.
Take Coinbase's "Your Way Out," for example, which used practical effects to meticulously recreate the look of retro pixel video games. The workwon the Grand Prix in the Film Craft category. Other winning works had a similar execution style.
"I love this juxtaposition... at the most AI-saturated Cannes Lions, one of the most awardedcraft pieces was the Apple TV brand refresh, which deliberately embraced handmade and analog approaches," said Jeff Greenspoon, CEO of Kantar Americas, in an email. "This tension is the core of the whole story, and I believe the best brands truly embrace the tension of the moment."
Similarly, many attendees called on brands to stop getting lost in data-driven perfectionism and instead reposition around their human side, embracing the authentic state of imperfection. A Dove advertising campaign that showcased real Reddit comments, including criticism of the beauty brand, won widespread acclaim.
"People and brands today want to be everything, but you can't be everything now because 'everything' is too much," said Fernando Musa, founder, partner, and chairman of David advertising agency.
Streamlined teams, focused priorities
For outside observers, the Cannes Lions Festival has always been a point of contention. After a year of massive layoffs across agencies, the idea of executives indulging in the south of France created cognitive dissonance. Many industries are experiencing contraction and transformation, which has also changed how they approach this grand event.
"The composition of attendees is very different," Sykes noted, with some CMOs now attending with just one or two support staff rather than a full team—if they come at all.
One benefit of the streamlined approach is that people face greater pressure to return to the office with concrete takeaways, rather than treating the trip merely as a rosé-fueled binge. But something is also being lost as up-and-coming younger talent has fewer opportunities to experience the festival.
"It's become so expensive, so I don't think everyone can afford the flight, the hotel or Airbnb, and then have the chance to come and enjoy it all, which is a shame," Lucey said, noting that Havas still allocates resources for junior staff to attend and learn.
Pursuing substantive content
The Cannes Lions Festival features some of the advertising industry's most high-profile sessions, set against a backdrop of yacht parties and beach concerts that often require hours-long queues. What remains unclear is how much attendees actually gain from the official festival program itself.
"I have many friends here who have never seen anything at the Palais, aren't quite sure what the entries are, or what work is being discussed... They come to talk about technology and ad sales," said Sarah Collinson, co-CEO of Havas New York.
For marketers who drifted in and out of keynote speeches and panel discussions over the past week, some felt the content had more substance than in previous years, perhaps reflecting the deep uncertainty surrounding topics like AI.
"The biggest surprise for me was that I did attend some substantive, deeply thoughtful sessions," said Laura Jones, CMO of Instacart, who estimated that typically about 90% of festival content is cliché-ridden fluff.
Joining forces with creators
As major marketers shift more media budgets toward creators, a vast army of online talent descended on the Cannes Lions Festival, seeking sponsorship opportunities and absorbing advertising knowledge.
"This union of forces—creators, creative professionals, brands—is part of the new way of doing things," said Musa of David.
Several people noted that creator and influencer marketing is nothing new. What has changed is the approach to this tactic. More marketers are treating creators as a core channel that needs to be integrated into the broader marketing ecosystem. According to the Interactive Advertising Bureau'sforecast, ad spending on creators in the U.S. alone is expected to reach $44 billion by 2026.
"I've worked in fashion, spirits, and consumer packaged goods, and each business area has different creators," said Natalie Wills, senior vice president of integrated marketing and creative at Expedia Group. "You can target very specific audiences, so I think this is a fantastic advantage for all of us marketers."