At the Forefront of Change — How AI is Reshaping the Creative Industry

If there was one theme that echoed across nearly every panel, keynote, and casual conversation at Cannes Lions, it was this: AI is here—and it’s changing everything. But rather than fueling fear, the tone throughout the festival was overwhelmingly optimistic.

At one mainstage talk (see image below), the message was clear: creativity must evolve with technology, not compete against it. Industry leaders—from Apple’s CMO to agency innovators—emphasized that AI isn’t replacing creativity; it’s amplifying it. Just like Excel revolutionized accounting without eliminating accountants, AI is transforming the marketing industry by enhancing efficiency and freeing up time for deeper creative thinking.

That said, it’s also shifting the entry-level landscape. As automation takes over some traditional junior tasks, early-career professionals—like many of us just graduating—have a unique opportunity. We’re not just adapting to AI; we’re growing up with it. And because of that, we have a chance to redefine what “entry-level” really means in this new world.

During a particularly insightful panel hosted by Tubi on the beach (pictured), the conversation turned to the increasing importance of soft skills. While AI can analyze data, generate content, and streamline workflows, it can’t replicate human empathy, emotional intelligence, or the ability to truly understand why people behave the way they do. This point was powerfully reinforced by P&G’s Chief Brand Officer, who said that great marketing doesn’t just observe—it empathizes.

If there’s one takeaway from this week at Cannes Lions, it’s this: staying ahead in this industry means embracing change, but doubling down on humanity. AI may be the tool of the future, but empathy, curiosity, and connection will always be the soul of great advertising.