For the second year in a row, generative AI was a main theme at Cannes Lions. Conversations have matured from early questions about AI's role in marketing to newer explorations of practical applications, but advertising execs still noticed an excess of AI jargon.
The experience layer with generative AI will be more profound for marketers than the product layer, said Huge chief brand officer Matt Weiss. He thinks 'intelligent experiences' (IX) will change everything for how consumers interact with platforms.
With so many AI offerings seeming similar, differentiation is key, noted Elav Horwitz, who heads up innovation at IPG's McCann. That makes creative and unique applications especially important to stand out. She said she thinks AI firms can take the ad industry's playbook and find ways to do just that and communicate what's most compelling about their products.
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