There’s always something electric about Cannes Lions, the mix of ideas, ambition, and (yes) Rosé, that draws the creative world together. But this year, the current ran deeper. Less fever pitch, more forward motion. Less panic around AI, more purpose. And everywhere you turned, one truth echoed: the old silos are finally coming down.

Our penthouse was packed with leaders from Pinterest, Wayfair, FanDuel, L’Oreal, Mattel, Univision and more. They braved the heat, carved out time, and joined us for bold discussions on the future of advertising. 

We didn’t just show up. We stepped into the conversation with clarity, conviction, and an eye on what’s next. This is less a highlight reel, more a read on the road ahead.

AI Got Real And That’s a Good Thing

Last year, AI felt either overhyped or unnerving, something between a novelty and a threat. This year, it was different. The energy had shifted. No panic, no performance. Just quiet urgency. Everyone seemed to be asking the same question: Are we ready?

In a powerful panel discussion with leaders from Netflix, Spotify, Yahoo, and Smartly, the answer was clear: “We’re very much focused on everyone being equipped to be on the AI journey,” shared Anna Lundström, CHRO at Spotify, capturing the sense of readiness echoed throughout the week.

That’s the difference a year makes. AI isn’t abstract anymore; it’s familiar. It’s in our workflows, in our kids’ homework, in the apps we use without thinking. And in Cannes, the conversation matured. Not about whether to use it, but how to use it well.

Throughout the week, we panelists emphasized that AI isn’t replacing creativity; it’s becoming part of it. Helping us move faster, test more, and free up space for actual ideas. That’s progress.

Andrea Bendzick, CEO at Wpromote, expressed how AI will upscale what we do, not replace it. Now she’s focused on figuring out what really drives value across the full media environment.

Media + Creative: Finally, One Conversation

The artificial wall between media and creative is finally coming down, and not a moment too soon. In a powerful panel exploring how media and creative agility can be an unparalleled advantage for agencies, Bob Lord,  President, Horizon Media Holdings, shared, “We always wanted media and creative to work together, but we didn’t have the tools. Now we do.”

When strategy, storytelling, and execution sit at the same table, brands win. Campaigns become smarter. Creative becomes more relevant. Teams move faster. And performance doesn’t come at the expense of craft.

"Creative is the new targeting,” declared Bianca Bradford, Head of Agency NA, Meta, a line that perfectly captured the spirit of convergence between media and messaging.

The funnel didn’t just collapse, it imploded. That was the subtext everywhere in Cannes: upper, lower, performance, brand, those lines have blurred beyond recognition. Marketers are no longer trying to map neatly from awareness to action. They’re trying to meet consumers wherever they are, with creative that works across every stage, all at once.

This goes beyond full-funnel thinking; it’s full-spectrum execution. And the brands getting it right are the ones integrating media and creative, powered by data and driven by outcomes. That’s exactly where Smartly fits in. Cannes didn’t just reflect that shift; it confirmed we’re built for it.

Creative Intelligence Is a Framework, Not a Feature

At Smartly, we don’t talk about Creative Intelligence as a buzzword. It’s a system. A mindset. A way to connect story and scale, insight and impact.

It’s not enough to build beautiful ads. You have to build systems that test, learn, and adapt in real time, across every platform. The future isn’t static. Neither is your creative.

As Smartly’s CEO, Laura Desmond put it, “Scaling doesn’t mean compromising. It means designing with agility, measurement, and intent from the start.” That approach is exactly what separates fleeting ideas from long-term brand impact.

Modular design, adaptive templates, live performance data, this is what lets creative flex and thrive. The brands embracing this are building smarter, faster, and with more impact.

The Women’s Sports Economy Is Just Getting Started

One of the most energizing conversations all week was our panel on the women’s sports economy with voices from TikTok, PepsiCo, VistaPrint, DoubleVerify, Wasserman, and a World Cup champion. Confused as a niche interest for too long, women’s sports are undeniably mainstream now, with projected global revenue to hit $2.35B in 2025. 

The message from panelists was clear: this isn’t a cultural moment. It’s a movement. And brands that move now with intention, not just impressions, have the chance to define a new era.

“You’re not just investing in the club,” emphasized World Cup champion and ESPN analyst Ali Krieger. “You’re investing in the person, the player as an individual.” That shift in perspective is the message all brands should walk into partnerships with.

What Cannes 2025 Made Clear

Transformation isn’t a headline anymore, it’s table stakes.

The brands that will lead aren’t waiting for perfect conditions or permission. They’re collapsing silos, using AI to amplify, not replace, creative thinking, and building systems designed to flex, learn, and evolve.

Laura Desmond summed it up best: “This moment calls for cross-functional, systems-level leadership. The marketers who will thrive are those who can connect strategy with execution, brand with performance, creative with data.” 

Our platform was designed to integrate creative and media, automate the mundane, and give marketers space to focus on what actually moves the needle.

Cannes didn’t just showcase the work. It spotlighted how the best work gets made and who’s ready to make it.

To everyone who challenged the status quo, shared a perspective, or simply made us think harder, thank you. We’re already building what comes next.

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