Discussing things like AI’s newfound empathy and how creators are claiming their space, Cannes Lions 2025 showed us that the future of advertising is human, ethical, and emotionally intelligent
Cannes Lions has always been a pulse check for the creative world. In the 2025 edition, that pulse was clear: we’re not just moving forward with technology; we’re evolving with empathy.
This year’s festival wasn’t just about spectacle or innovation for innovation’s sake. It was about recalibration. How do we balance automation with authenticity? Progress with purpose? Across the board, the conversations were less about chasing trends and more about holding ourselves accountable to what really matters: people.
AI Is Here—But It’s Not Taking Over
Unsurprisingly, Artificial Intelligence was front and centre again this year. Unlike the initial wave of excitement we saw in previous years, though, 2025’s tone was more grounded. The industry now sees AI as an essential tool, one that’s only as good as the human direction behind it.
The most exciting conversations weren’t about AI replacing creativity, but about how it can expand it. We heard from agencies that are using AI to generate dynamic content faster, freeing up human talent to focus on strategy, storytelling, and empathy. The magic isn’t in the algorithm; it’s in what people do with it.
But Let’s Talk About Ethical AI
Alongside the applause for AI’s potential came a very real warning: we need guardrails. Ethical AI was a hot topic, and rightly so. Without transparency, fairness, and accountability, AI risks amplifying bias and eroding trust, two things brands can’t afford to mess up.
The consensus? Tech must support human creativity, not steamroll it. If brands want to future-proof their marketing, they need to embed ethical principles into every AI interaction. The tools may be new, but the values shouldn’t change.
The Shift from Targeting to Understanding
Gone are the days of keyword stuffing and demographics-based targeting. In 2025, we’re seeing a shift towards AI-powered content classification, essentially, teaching systems to understand context, not just buzzwords.
This move enables brands to engage people on a deeper, more relevant level. Instead of serving ads based on crude assumptions, we’re seeing creative tailored to mood, tone, and intent. The aim? To meet audiences where they are emotionally, not just where the data says they’ve been.
Creators at the Core
You could feel the energy change whenever conversations turned to the creator economy. Creators are no longer the “nice-to-have” extra in a campaign; they are the campaign. They’re shaping culture, building communities, and now, finally, being recognised as strategic partners rather than just content producers.
That said, there was an honest reckoning around influencer compensation. Too many creators, particularly from underrepresented backgrounds, are still undervalued. The call at Cannes was clear: fair treatment, transparent contracts, and a more equitable model must become the standard.
Trust Over Transactions
As more of the marketing funnel becomes automated, brands are realising they can’t automate trust. Consumers are tuning out hard sells and tuning in to brands that listen, care, and speak like real people.
There’s a growing appetite for emotional intelligence in advertising campaigns that acknowledge nuance, make space for vulnerability, and don’t try to trick their audiences into engagement.
Earned Media Makes a Comeback
If anyone thought traditional PR had lost its relevance, Cannes 2025 proved otherwise. Earned media is booming, and it’s not hard to see why. As audiences grow more cynical of paid placements, authentic storytelling becomes the most valuable (and believable) currency.
Through a powerful op-ed, a compelling founder story, or a viral moment born from sincerity, earned media builds lasting brand equity in ways money can’t always buy.
Creativity with a Conscience
Some of the most powerful works honoured this year truly made a difference. AXA’s mental health initiative and Dove’s continued fight for real beauty standards weren’t just creatively excellent; they were necessary.
Cannes reminded us that when done right, creativity can shape culture, not just reflect it. There’s a hunger for campaigns that drive change, not in a “purpose-washing” way, but with measurable action and genuine care.
The Industry Wants to Talk—Really Talk
There was something refreshing about the tone at Cannes this year. Less jargon, more honesty. Less bravado, more humility. People were craving real conversation about burnout, about leadership, about what kind of industry we want to build.
One panel on "Empathy in Leadership" drew a standing ovation. Another tackled the loneliness that can come with remote work in creative fields. These conversations are shaping how teams are structured and supported going forward.
Inclusion Isn’t Optional
It should go without saying, but Cannes 2025 made it crystal clear: representation matters. Diverse teams make better work. Full stop.
It’s now about both those in front of the camera and those behind it. This year’s juries were more inclusive than ever, and many winning campaigns were applauded for their commitment to reflecting real, multifaceted human experiences. It’s become a real baseline of things yet to come.
Sustainability: Substance Over Spin
Finally, sustainability was a major focus, but the bar has been raised. The industry is moving away from vague promises and embracing specific, accountable action. Think carbon audits, transparent supply chains, and campaigns that actually educate consumers on making better choices.
Consumers can smell greenwashing a mile away. The message at Cannes? If you’re going to talk the talk, you’d better be walking the walk—and showing your receipts.
All of this means we’re on the right path. By leaning into emotional intelligence, prioritising earned media, partnering with creators, and approaching AI with curiosity and caution. It also reminds us that we have a role to play in pushing things forward.
Cannes Lions 2025 was a call to keep things real, to lead with heart, and to build brands people actually want in their lives.
We’re listening. We’re learning. We’re riding the wave of creativity, and shaping what’s next.
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