We blinked and it’s back: the countdown to the Cannes Lions International Festival of Creativity. If the past few years are any indication, you can expect La Croisette to be awash in predictable chatter regarding AI-automated optimization, predictive algorithms and enterprise software efficiencies.
But as the industry prepares to descend on Cannes, I want to issue a challenge regarding its contribution to brands, business and society at large. It’s time to look in the mirror, understand what is changing and build renewed confidence in our value.
We have all been guilty of fixating on AI adoption. Agency heads feel the pressure of client expectations: do more, for less, quicker. This pressure has spawned an obsession with automation.
There are rumblings of, “AI doesn’t know craft, and will legitimize ‘OK’ work as ‘good enough.’” We need to turn up the volume on these concerns. More importantly, we need to reframe AI. It is undeniably valuable, but as a creative booster and growth driver.
The reality is simple: AI needs human creativity to deliver brand breakthroughs and stimulate growth. Brands grow because they break through in what they say and how they say it.
