Observing a Multi-Faceted Industry: Creativity, AI, and Community

At this year’s Cannes Lions International Festival of Creativity, I had the chance to attend a variety of panels and conversations. Coming from a non-marketing academic background, and with less industry experience than many of my peers, I joined this experience not just to observe but to deeply learn how different players—from platforms to agencies to brands—work together to make this industry so diverse and alive.

Yes, AI was everywhere—rightfully so. But what excited me most was seeing how traditional marketing tools are being reimagined in an AI-accelerated era. I feel lucky to be stepping into this industry at a moment when technology is not replacing creativity, but amplifying it.

For example, in a panel about OOH, we explored how in a world dominated by algorithms and deepfakes, people still trust what they can see and touch. OOH isn’t just alive—it’s thriving. Creators now see billboards not just as media but as milestones. And when placed in their hometowns, these campaigns speak to communities with emotional depth that digital often lacks.

Another session, "Find Your People," featured leaders from TikTok, Twitch, and Take-Two, who emphasized that even in an age powered by algorithms and AI—where content can go viral for no clear reason—what truly sustains a community is not reach, but shared values. Platforms are shifting from chasing virality to seeding participation, enabling creators to spark meaningful conversations. Because without a foundation of common values, even the smartest algorithm can’t build real connection.

These two panels reminded me that whether it’s a billboard or a livestream, the future of marketing isn’t just about reach—it’s about resonance. And in the age of AI, that human connection matters more than ever.