At Cannes, AI emerges as a major topic, yet many individuals avoid discussing it openly. There is a palpable sense of discomfort regarding AI's rapid advancements, affecting the creative industry and value chains. Corporations express cautious optimism publicly but display anxiety in private conversations. AI companies, like Perplexity, are quietly laying groundwork for future advertising opportunities, indicating a shift rather than a conflict in creativity. This evolving narrative suggests that the ad industry must adapt to AI's emergence while reconceptualizing its value and creative processes.
The shift is already happening - just not where you'd expect. AI companies like Perplexity are in town but not on the main stage.
There's a lot of oversight on all things AI from corporate comms at the moment... This is the shape of the AI conversation at Cannes: vague in public, anxious in private.
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