I first went to the Cannes Lions International Festival of Creativity in 2013. Since then, things have changed. The essence has remained the same. It’s bigger , better, more tech infused and buzzier than ever.
As the global marketing elite descended upon the French Riviera this June, a powerful narrative emerged not just about innovation and awards, but about the very soul and survival of advertising in an age of disruption.
There is a lot that goes on at Cannes and assimilating it all takes time. Dozens of awards, talk sessions, seminars, showcases, demos etc coexist with a swirl of parties.
With insights drawn from this year’s sessions, winners, and backstage conversations, a clear picture forms of an industry being fundamentally reshaped by technology and new modes of storytelling.
The creative industry is at an AI crossroads. Few developments have shaken advertising as profoundly as artificial intelligence. Its attraction is compelling. Its repercussions are increasingly clear.
What was once a novelty has now become a cornerstone of operations for many agencies. From creative conception to campaign automation, AI has woven itself into the DNA of modern advertising.
Qualcomm’s in-house ‘Writer’ AI, which reportedly saves over 2,400 hours a month, exemplifies this transformation. Similarly, Meta’s new self-service AI ad tools have opened the door for small businesses to punch above their weight in the digital marketplace.
Havas, one of the largest global agencies, made headlines at Cannes by reaffirming its commitment of €400 million to “AI teammate” development while explicitly choosing not to cut human jobs.
The message is clear that while AI is here to stay, but it must exist in harmony with human talent, not in opposition to it.
Nonetheless , this bright enthusiasm was offset by a darker undertone. Junior and mid-level staff are increasingly vocal about the threat to job security. The sudden economic strain raises questions about long-term sustainability, especially for smaller agencies.
Still, amid the automation and acceleration, Cannes Lions echoed a recurring truth that emotion, empathy, and cultural insight matter.
They are the vital but often elusive ingredients of great storytelling. And here human advantage is going to be enduring.
The most impactful campaigns of the year proved that creativity powered by lived experience cannot be outsourced to a machine.
One of the festival’s strongest undercurrents was a renewed commitment to purpose. The Grand Prix and Gold Lion winners made a resounding case that advertising is more than mere awareness and persuasion. it is activism, awareness, and accountability. Building IP is the first stone in the foundation of building culture.
BBDO India’s ‘Share The Load’ campaign for Ariel, which took home a Silver Lion in the Sustainable Development Goals category, reignited conversations around domestic gender roles.
AXA won the Titanium Grand Prix at the 2025 Cannes Lions for its "Three Words" campaign, which integrated domestic violence support into its French home insurance policies. This involved adding the clause "and domestic violence" to its policy, enabling victims to access emergency relocation and support services,
Dove’s perennial ‘Real Beauty’ campaign, a familiar face at Cannes, once again earned recognition for championing body positivity and mental wellness.
However, not all brands are comfortable swimming in these waters.
