Before Cannes Lions, some predicted that this would be the year when AI-created work would break out at the festival, pointing to the direction the ad industry is heading.
For the first time, Cannes Lions added an AI Craft subcategory to the awards. AI was a major topic of conversation on stages in and around the Palais, while major players like OpenAI and Google DeepMind had a notable presence at the festival.
However, this year’s award winners told another story. AI hype has died down. What’s emerged instead is a more nuanced approach to the technology, where AI is used to bolster human creativity.
