After a whirlwind week of panels, partner meetings, and maybe a few spritzes, I am back from my first Cannes Lions, where the heat lived up to the hype.
Lost luggage due to an unplanned detour to Helsinki? Check. Rocking out to live performances of songs I love? Also check!
In between sprinting down the Croisette and remembering everyone’s name, some real themes started to emerge. If 2024 was the year of AI speculation, 2025 is the year of AI execution. Brands came ready to learn, share, and test boldly, and the conversations were refreshingly honest.
Here are three big takeaways I brought home with me:
1. Trust and Transparency Are Non-Negotiable
From panelists to private meetings, one idea echoed across conversations, which is that trust is the new currency.
Brands and agencies are rethinking long-standing relationships, especially regarding how data is collected, used, and shared. Ethically sourced, privacy-safe data is no longer a differentiator; it is the baseline. And in regulated verticals like pharma, the stakes are even higher.
There is also more public awareness than ever around where data is going. Consumers are asking more questions, and brands are being held accountable.
Meanwhile, marketers still need to tie signals to real people in order to sell real products. The trick is doing it responsibly and in a way that actually improves the customer experience. That means more than just building an identity spine or amassing more signals; it means ensuring the data is actionable, timely, and in service of something relevant to the audience.
The partners that stood out were the ones offering clarity, not complexity, and showing how trust, performance, and transparency can (and should) go hand in hand.
2. AI Is the Tool, Not the Answer
Some brands are using AI to analyze first-party data and improve the customer journey, while others remain more cautious, especially when working with sensitive data or heavily regulated audiences. I noticed a common thread emerge, which was that, yes, AI is an immensely powerful tool, but it cannot replace strategy itself. Use of AI must be transparent, explainable, and leveraged by people who understand their customers best.
One panelist likened data to all of the water on earth; as in, there is a lot of it, but not all of it is usable. That resonated with me, especially considering how data can be disorganized, incomplete, or inaccessible for privacy reasons.
And yes, we are still figuring out the line between helpful and creepy. For some, an outfit suggestion that perfectly matches their style is a welcome convenience; for others, that same level of personalization feels invasive. People's comfort levels vary widely, which makes it even more important for brands to interact with consumers in a way that works best for them, which may vary across an otherwise similar audience.
3. Curiosity (and Content) Still Reign
Cannes is all about creativity, and that spirit was everywhere from the mainstage to the terrace and even in those unexpected, serendipitous conversations that only happen here.
User-generated content (UGC) is performing surprisingly well mid- and even upper-funnel. Influencer partnerships are becoming more strategic, with brands leaning into a mix of cultural relevance and creator authenticity. Additionally when it comes to creators, brands are getting smarter about casting the right mix, pairing experienced voices with new perspectives to keep interactions with brands both credible and exciting.
Some marketers are even using the same production companies behind their long-form films to create campaign assets, giving them more flexibility and access to intellectual property (IP). Others are testing campaigns in real-time, adjusting on the fly based on live feedback and performance.
Even retail media networks (RMNs), which dominated conversations last year, were mostly quieter in 2025. The narrative has shifted. We are no longer explaining what RMNs are, but proving what they can do. The experimental mindset is everywhere, and brands seem more eager than ever to try new things and figure out what actually drives value.
The Bottom Line
Marketers came not just to be seen, but to engage. To ask better questions. To rethink how to connect with real people, beyond mere consumer profiles.
Partners demonstrated that they are ready to help, offering new ways for marketers to connect with audiences and drive results.
To me, the real takeaway is to build trust, use AI with care, and stay curious.
The industry is stepping into a new phase, not just of tech adoption, but of intentional reinvention.
Until next year, Cannes. I will be hydrating early, and diving into the depths to uncover those hidden pools of actionable data, ready to fuel smarter, AI-driven partnerships and strategies.
Want to keep the conversation going? I would love to swap notes and trade hypotheses on what’s next in data, AI, and marketing strategy.
