The 2023 Cannes Lions conference saw a significant presence of artificial intelligence (AI) in the advertising industry, with Meta CEO Mark Zuckerberg stating that AI will essentially automate the ad business. However, despite promises of AI revolutionizing the industry, many believe that relationships and human interaction remain essential.
At the event, attendees showed up to parties and panels focused on sports marketing, with F1 sponsorship deals being a major topic of discussion. Marketers emphasized the importance of enhancing live experiences in stadiums to connect with audiences in a more meaningful way.
In contrast, discussions around brand safety were noticeably absent from the agenda, with many executives opting instead to avoid the sensitive topic altogether. The term “brand safety” has become a kind of taboo word, and industry leaders preferred to discuss alternative concepts like “brand assurance.”
Despite these concerns, attendees expressed confidence in human creativity and marketing strategies. In fact, many brands highlighted their use of consumer feedback to inform product development, from beauty brand La Mer’s sponsorship of rides to the Miami F1 Grand Prix to streaming platform Tubi’s flexible marketing approach.
The Cannes Lions conference serves as a reflection of the industry’s priorities, highlighting what’s being talked about and what’s not. As the ad industry continues to evolve with AI advancements, it remains to be seen how brands will balance human connection with technological innovation.
Source: https://www.businessinsider.com/cannes-lions-2025-recap-ai-sports-brand-safety-2025-6