Insights from Cannes: 8 Truths Reshaping the Marketing Industry

This year, The Futureproof Project brought that spirit home. If you missed Cannes, think of this as your backstage pass. If you were part of the conversation, here’s a chance to build on it further. Traction CEO Adam Kleinberg and VP of Client Services Lauren Evans sat down with industry thought leaders like Tara Sharp, Babs Rangaiah, and Shiv Singh to unpack the real state of AI and creativity in marketing — and what it means for every team trying to stay ahead.

Here’s the big takeaway: AI is evolving faster than most organizations can adapt — and the gap between what’s hyped and what’s truly understood has never been wider. This isn’t cutting-edge literacy anymore. It’s now basic business literacy. The cost of doing nothing compounds every quarter.

Yet many marketers are stuck. We don’t have the tools, the structure, or the training in place to help teams evolve. So, what does it take to keep our humanity at the core while building organizations ready to harness AI’s potential? Let’s break it down.

1. The no-excuses mandate: AI is now business literacy.

“No longer is knowing about AI on the cutting edge. It is now basic business literacy.” — Lauren Evans

On the yachts and in backroom dinners, the signal was clear: understanding AI is the bare minimum to stay relevant. It’s not a shiny toy for the innovation lab — it’s a core skill you can’t delegate or dodge. Marketers who wait will get lapped — not by AI itself, but by the people who know how to wield it.

2. The org chart won’t survive untouched.

“Many marketing and business roles will be redefined in the next few years — the smartest teams will lean into that change and unlock the more transformative opportunities that come with the AI Era.” — Shiv Singh

In the Palais, no one wanted to say it out loud — but the truth is obvious: your org chart will not stay the same. AI will devour repetitive tasks and shrink bloated teams, especially in performance marketing and creative production. The leaders who lean in now can free up space for bigger ideas, deeper strategy, and new roles we haven’t even defined yet.

3. The C-suite reality check: Many execs are bluffing.

“CMOs need to bridge the gap between curiosity and capability — you can’t lead what you don’t understand.” — Shiv Singh

One of the hush-hush threads in Cannes? Even senior leaders are faking it. CMOs pulling nine-figure budgets were whispering questions like “What’s an AI agent?” over the rosé. The lack of comprehension is real — and it’s costing brands the edge they need to innovate.

4. Humanity is still the moat.

“These are tools and technologies to enable humans to have better lives.” — Tara Sharp

If Cannes reminded us of anything, it’s that the most awarded work still connects with real people in emotional, personal ways. Your brand is not an algorithm. Automation is powerful, but the brands that win will keep empathy and human connection at the center — making sure every AI-driven touchpoint still feels human.

5. Stop worshipping clicks: Focus on real outcomes.

“It’s outcome based. Not just focusing on things like click-through rates anymore.” — Justin Wagner, Cognitiv

This year’s back-channel buzz was blunt: the metric mirage is over. CMOs need to show CFOs real impact — not vanity stats. The smartest folks at Cannes were swapping stories about using AI to decode intent signals, digital body language, and buyer readiness, not just spamming the funnel. If your reports still lead with CTR, you’re living in the past.

6. Agencies are on notice: Bring the brainpower.

“The relationship between brand and agency is changing… agencies are driving hard towards automating the lower-level gigs.” — Babs Rangaiah

The rumor mill was clear: holding companies are scrambling. Brands are pulling work in-house and expecting agencies to deliver the big thinking AI can’t replicate. If your agency isn’t bringing insight, creativity, and speed that outpaces automation — don’t expect to stay on the roster next year.

7. The Cannes challenge: Real leaders don’t wait.

“Our roles are to protect our brands, keep our customers in mind and speak up and out when you’re an expert on something.” — Tara Sharp

No one’s coming with a roadmap. The leaders who stood out at Cannes are rewriting org structures, piloting tools, and educating teams from the inside out. They know AI won’t magically sort itself out — they’re putting skin in the game to make it work for their people and their brand.

8. The enduring power of ideas.

“When everyone has access to the same AI tools, bold ideas will separate brands from the pack.” — Adam Kleinberg

French insurance company, AXA, and their agency Publicis Conseil won the Cannes Lions Titanium Grand Prix for adding three simple words to insurance contracts—"and domestic violence." This meaningful change in policy empowered French women to escape abusive situations. As one Fortune 500 marketer wrote on LinkedIn, “Purpose works when it solves real problems, not when it checks marketing boxes.”

When the rosé stopped flowing and the panels wrapped, the message was simple: you can’t opt out of this. No one’s coming to rescue you. AI won’t replace you — but a smarter marketer who knows how to wield it will.

So lean in. Ask better questions. Invest in your people. Keep your humanity intact. And remember: the revolution isn’t coming. It’s here.