CANNES, France—For the second 12 months operating, generative synthetic intelligence (gen AI) was the most well liked matter among the many 15,000 delegates at Cannes Lions. Nonetheless, in jury rooms, judges remained underwhelmed by the inventive utility of the expertise.
When requested throughout a press convention simply how a lot dialogue round AI had taken place within the jury room for the Movie Lions, jury president Tor Myhren, Apple’s vp of selling communications, stated, “None.” He added: “There weren’t a number of AI [centric] movies that made it by. I don’t suppose we ever actually talked about it.”
For the primary time, Cannes organizers launched a obligatory query for entrants to reveal whether or not and the way they’d used AI of their work. “That is to assist the jury decide the work pretty, with the complete image,” they defined in a weblog submit.
On the outset of the week, Pedigree’s “Adoptable by Pedigree” from Colenso BBDO, which used machine studying to remodel Pedigree’s digital billboards into adoption notices for native shelter canines, obtained the Outside Grand Prix.
It seemed like a promising begin for campaigns rooted in gen AI, however because the competition progressed such entries have been left on the judging room flooring.
Marco Venturelli, chief inventive officer for Publicis Groupe France and CEO and CCO of Publicis Conseil France, was jury president for the Outside Lions. He admitted not as many profitable nominations leveraged gen AI as anticipated.
“The takeout is that AI shouldn’t be right here to do what we have been doing otherwise, however to empower us to do one thing that we merely couldn’t do earlier than,” he stated.
“Pedigree is the proper instance of one thing that used it to do one thing that, only a few years in the past, would have been unimaginable,” Venturelli continued. “That’s the candy spot: [using AI to] empower creativity to do what earlier than was unimaginable or unimaginable.”
Over at Palais foremost stage, it was a story of two Cannes, the place the impression of gen AI on the business dominated the dialog.
David Droga mentioned its energy to “reduce out” advertising’s “messy center. Elon Musk stated X was utilizing AI to enhance its advert concentrating on capabilities, however this can be a frequent business utility for AI, with Meta and Google having way back developed AI-powered advert concentrating on instruments.
On the fringes, TikTok debuted an AI-generated influencer and Havas introduced plans to speculate $400 million in its AI and knowledge apply by 2028.
