5 Cannes Lions takeaways as marketers wrestle with an industry in flux

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CANNES, FRANCE — Cannes Lions this year didn't herald the arrival of many new trends that turned heads, but rather iterated on some that already had a rising profile and have become more entrenched in advertising since the last time the industry gathered at the French beachside town.

To the surprise of no one, artificial intelligence often felt like it subsumed all else. While full-blown panic around the technology has cooled, it remains incredibly divisive even with widespread adoption.

"Everyone's in an arms race to try and demonstrate some form of value when it comes to utilization of AI," said Angela Tangas, global CEO of Oliver, which develops in-house digital marketing capabilities for brands. "At the moment, all that value is focused on efficiency gains as opposed to focusing on true business impact."

Content creators also continued to see a rising profile at Cannes, with more marketers talking about them as an integrated part of their strategy versus a siloed tactic. Overall, the push-and-pull between technology and creativity

Fuente original: Yahoo Finance (https://finance.yahoo.com/media-advertising/articles/5-cannes-lions-takeaways-marketers-085300153.html)