At Cannes Lions 2025, the focus shifted from whether AI would dominate to how it can enhance human creativity. Leading figures in the creative industry, such as Caroline Giegerich and Tor Myhren, emphasized the importance of human imagination in driving AI. The discussions centered on using AI as a partner in the creative process, rather than a replacement, highlighting the need for trust and a thoughtful approach. The event reflected a maturation in understanding AI's role in creativity, promoting collaboration between humans and technology.
"The good news is AI is not going to kill advertising. The bad news is that AI is not going to save advertising. We've got to save ourselves by believing in what's always made this industry special: human creativity."
"AI will ride shotgun and be the best creative partner this industry has ever seen. But we've got to drive."
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