As Cannes Lions 2025 approaches, the industry is abuzz with speculation about the themes, technologies, and creative shifts that will define this year’s festival. In this second part of our Cannes Lions 2025 coverage, we gather predictions and perspectives from agency founders, brand marketers, and tech innovators. Their insights reveal a festival poised at the intersection of AI, creativity, culture, and sustainability—where the only certainty is change.
AI Moves From Hype to Practical Transformation
“AI is absolutely going to dominate conversations—and rightly so. But for me, it’s not about fear or hype. It’s a tool, not a replacement. When used well, AI can streamline and strengthen our work—helping us get to sharper thinking, faster. The key is knowing when it adds value and when human nuance and lived experience are irreplaceable,” says Tristan Pineiro, SVP of Brand Marketing and Communications at Grindr. He notes that communications are no longer an afterthought, but are now driving the creative agenda, with the best campaigns starting from powerful stories and cultural insight.
Andrea Ching, Global Head of Integrated Marketing, Bloomberg Media, agrees that AI is a significant topic of interest, but stresses that “trust is prioritised” as the industry faces disruption. “Audiences now hold the power. They look to publishers for not only data but also context, reliability, and integrity, and this is the year to consider how to deliver that effectively.”
Mateusz Rumiński, VP of Product at PrimeAudience, expects the conversation to shift from theory to practical impact: “This year, the discussion will focus on the impact of genAI and its influence on campaigns, as well as how it can be effectively implemented into day-to-day marketing efforts.” He also highlights the ongoing debate around cookies and data privacy as a parallel hot topic.
Laura Stephens, Head of Agency Sales, RAAS LAB, sees AI as fundamentally reshaping advertising operations. “The most forward-thinking solutions are now using AI agents to generate, deliver, and optimise creative and media in perfect unison, and doing it at the single impression level. This unlocks a new era of advertising: one where true, relevant personalisation isn’t a tactic, but the default—with every ad tailored to the moment, the context, and the individual.”
Phil Acton, Country Manager UK, Adform, adds a note of caution: “AI will undoubtedly be the talk of the town at Cannes—and with good reason. Its power to streamline media buying, creativity, and operations is immense. But for all the hype, we should not forget that AI is a means to an end, not the end itself.”
Travis Clinger, Chief Connectivity & Ecosystem Officer and GM, International, LiveRamp, highlights AI’s role in transforming consumer interactions and campaign measurement, especially in emerging channels like commerce media and connected TV.
Creativity and Performance: A New Alliance
“We continue to see shifts in brand behavior and agency dynamics reflected in the work being showcased,” says Richard Boon, co-founder and CEO, OH SIX Agency. “The gap between creativity and performance-driven marketing is narrowing. No longer can you put out beautiful content and expect the awards to keep you retained. Budgets are fiercely defended and the key to unlocking retained clients or increases in brand investment is by driving creative content that audiences want to watch.” He believes immersive, branded content—rather than tactical, less-creative ads—will be key to driving both performance metrics and audience engagement.
Calvin Innes, GM & Executive Creative Director at JvM NERD London, echoes this, predicting a “significant shift” at Cannes. “Creativity now demands not just aesthetic brilliance, tone and timing but responsible innovation, culture-driven insight that feels authentic and honest, along with measurable impact.” Innes expects Cannes to celebrate projects that blend emotional storytelling with business outcomes, where creative risk-taking and ROI are part of the same cohesive narrative.
Curation, Commerce Media, and Connected TV Take Center Stage
Julie Selman, SVP Head of EMEA at Magnite, is excited about the momentum around curation in adtech, with curated supply paths offering more control and transparency. “Commerce media offers that sweet spot between scale, data, and measurable outcomes. We’re seeing a shift from traditional ad models towards publisher-led solutions that integrate shopping and storytelling.” She also points to the cultural impact of live sports streaming—especially with the 2025 UEFA Women’s Euro on the horizon.
Tony Marlow, CMO, LG Ad Solutions, believes Cannes is unique for its focus on the “art of advertising—the creative that connects emotionally with consumers. The rest of the year tends to lean into the science—how to reach the right person at the right time. But as we fully enter the CTV-first era, the brands that will lead are those who embrace The Art and Science of CTV—building campaigns that are as precise as they are inspiring.”
Maor Sadra, CEO & Co-founder, INCRMNTAL, emphasizes that Connected TV (CTV) is now a core part of the media mix: “CTV outperforms linear TV by 10x in conversion efficiency, while using just 60% of the budget. This isn’t just about media performance, it’s about redefining what TV advertising means. CTV combines the emotional power of sight, sound and motion with digital accountability. It gives marketers the best of both worlds: reach and results.”
Purpose, Representation, and Sustainability
The festival is also expected to grapple with deeper questions of purpose and responsibility. Tristan Pineiro raises concerns about brands stepping back from Pride, challenging the industry to stay “loud, proud, and genuinely inclusive.” He argues that representation and campaigns grounded in human truth are more important than ever.
Richard Davis, CEO & Co-Founder, 51toCarbonZero, warns that while AI will dominate the conversation, sustainability must not be overlooked. “98% of senior marketers believe sustainability is important for their brand, yet it’s still not getting the attention it deserves. At the same time, 42% of senior marketers now view generative AI as the biggest barrier to sustainable marketing. The issue isn’t AI itself, but how we use it. There’s a clear KPI gap, and until emissions reduction is tracked alongside reach, engagement and ROI, real progress will stall.”
What Will Win at Cannes Lions 2025?
In a year where the lines between technology, humanity, and purpose continue to blur, the winning work will be that which brings it all together: AI-fuelled, emotionally resonant, and ethically rooted. As the industry’s brightest minds gather in Cannes, the festival promises to be a showcase not just of creativity, but of how creativity can drive performance, foster trust, embrace technology thoughtfully, and deliver on the promises of purpose and sustainability.
Because in 2025, creativity isn’t competing with performance or AI. It is performance. And Cannes will be where that truth takes center stage.
The convergence of tech and brands 