Cannes 2025: What we learned
As the advertising world gathered on the Croisette for another year of inspiration and innovation, Cannes Lions 2025 revealed a common theme: the industry is having more grounded, urgent, and human conversations (despite all the loud AI chatter). Partners across the ecosystem discussed the need for real solutions that address fragmentation challenges rather than simply implementing more technology for the sake of technology. Hereâs what we learned.
The AI reality check
While 69% of C-suite companies invested in AI over a year ago, 47% say they're making slow progress in building AI tools. This disconnect between investment and progress was evident throughout the festival, where AI hype dominated conversations, but many solutions lacked substance when it came to applications that actually moved business metrics.
The marriage of art and science
This year's festival revealed a growing appetite for artful intelligence rather than just artificial intelligenceâa concept that Cadent President Doug Rozen has explored for nearly a decade. Discussions on the power and potential of predictive intelligence that drives results were at the center of the most meaningful conversations, especially as the industry grappled with the massive gap between investment and actual applications of AI.
Despite gaps in practical application today, leaders throughout the festival expressed excitement in finding new and improved uses of artificial intelligence in dynamic, customized, and personalized creative contexts to enhance ad experiences and buyer journeys, merging art and science together for artful intelligence.
AI for enhancement
Organizations with deep roots in data, machine learning, and artificial intelligence are uniquely positioned to win as the industry looks to AI as an assistant, a âcopilot,â in the creative journeyânot a replacement.
Fragmentation and the technology tax
CTV was top of mind at Cannes as viewership continues to eclipse both cable and broadcast TV, however the lack of standardized measurement tools has made it difficult to accurately assess the true impact of CTV campaigns. Itâs essential to note, however, that issues of fragmentation are not limited to CTV and are prevalent throughout the entire advertisingâ landscape from walled gardens and retail media networks to supply paths and buying models. Frustration over these matters surfaced during Cannes, underscoring advertisersâ concerns that the tech tax is eating into working media budgets.
The adtech industry is aware of these challenges and frustrations and is increasingly leaning toward integrations, acquisitions, and mergers, streamlining technologies enabling marketers to consolidate their needs with platforms that allow them to do it allâbuy, measure, and optimize media across all screensâmitigating costly handoffs and wasted ad spend.
The value of appointment viewing in a fragmented landscape
Live sports and entertainment captured conversation at Cannes. The industry discussed at length how streaming has allowed audiences to consume content on demand, reducing traditional opportunities for advertisers to reach and engage audiences in the moment en masse, as was once common with linear TV. However, live events still bring communities together, creating cultural moments that advertisers can capitalize on. Platforms with a long-standing history of video-first thinking find themselves ahead of the curve, understanding that while distribution has fragmented, the power of great video advertising remains constant.
The year of curiosity
What struck many was the shift from the forward-looking certainty of previous years to what industry leaders described as a year of curiosity. Veterans acknowledged that the old playbook wasn't working where economic pressures, technological disruption, and changing consumer behaviors converged simultaneously.
This curiosity fueled discussions on the topic of collaboration, with conversations on how the different corners of advertising could come together to overcome challenges and improve the overall ecosystem.
Looking forward
The festival confirmed that, while the advertising landscape has fundamentally changed, the companies positioned to win are those that build solutions to help marketers navigate complexity with intelligence, transparency, and measurable results. Moreover, organizations that leverage solutions like artificial intelligence to enhance their workâwhether operationally or creativelyârather than replace human talent are the ones that will drive the most significant impact in the industry. The year of curiosity is giving way to a year of action.