As the marketing community convenes in Cannes to ponder the future of creativity, there emerges a prominent contender on the scene that demands attention: Generative AI. Yep, the robot revolution is here and it's going to take your ads away. 

Okay, maybe that's a bit dramatic. 

The potential of AI and machine learning as a whole is vast, as it empowers brands to craft personalised content on a large scale, fostering a heightened sense of customer loyalty and engagement.

But the question on everyone's lips at this year's Cannes Lions is: "Will AI be good enough to outdo its creative human counterparts?"

Well, the answer is maybe, but probably not. And definitely not quite yet. But don't click away, confident that your answer has been satisfied. We're delving in deep. Let's jump in. 

What's The Landscape Facing Cannes Lion?

The sentiment around AI at this year's Cannes Lions seems to be collaboration, not competition. Creatives of the human persuasion seem to be valued above all else - after all, it is an awards ceremony and event especially celebrating their talent. 

According to NVIDIA founder and CEO Jensen Huang, Generative AI will "supercharge" creators across industries and content types. And he wasn't the only one who believed this. 

Rob Doubal, co-president and chief creative officer, of McCann London said “Personally, I think it’s really exciting. As a creative person, you’re normally just given what’s there already and you have to do something better.

It’s the same role every time. It’s just an incredible new tool out there to think about or use or fend off.”

Mark Singer, chief marketing officer, of Deloitte Digital reported that “Generative AI has the potential to be the most disruptive thing that this industry will ever face.

And I think it’s a good thing – a lot of us think it’s a good thing. It has been great watching some of our creatives figure it out.

What came out is that generative AI is a great idea-generation tool. You can input words, you can input ideas and images – it makes connections to new things that help you, as a human, figure out there’s another angle on this. You get to stretch creative ideas in very new and interesting ways.”

But this Cannes Lions, we're seeing how different the approach to AI was only a few years ago. Six, to be precise. 

During the Cannes Lions 2017 event, Publicis faced severe ridicule for its decision to halt all awards and conference expenditures, redirecting significant investments towards AI development and the creation of a platform named Marcel.

Fast forward six years, and the French advertising powerhouse is now running a print campaign at the same festival. With the current agenda primarily focused on technology-related keynotes, panels, and presentations, Publicis aims to reignite the memory of the industry's earlier skepticism towards AI and emphasize its enduring relevance in an industry now captivated by its countless applications.

“In a weird way – even though we’re meant to be an industry of creativity and innovation – big things like that are not necessarily met with the enthusiasm and passion as you would expect,”said Carla Serrano, chief strategy officer, at Publicis Groupe.

“We were prescient in understanding AI was a tool that could be beneficial. [But] it was met with ‘oh you’re going to invest in AI so it can take over your talent’.

Cut to six years later and it’s absolutely proven itself as a tool. A lot of people are seeing the benefits now and not only are we celebrating Marcel’s sixth birthday this year, but Cannes and the Croisette are finally accepting AI. So, we wanted to celebrate it with a tongue-in-cheek campaign.”

Earlier this week, European Union legislators made revisions to the proposed regulations concerning artificial intelligence.

Notably, the updates encompass a prohibition on utilizing AI for biometric surveillance and a mandate for generative AI systems like ChatGPT to disclose AI-generated content.

In the course of the session, Huang emphasised the necessity of regulating the AI industry, emphasizing its far-reaching impact on various sectors including healthcare, retail, transportation, aviation, and particularly governments, where the potential misuse of AI could jeopardize the integrity of elections.

He further underscored the significance of augmenting existing regulations to align them with advancements in AI.

Who are the winners? AKA Humans Come Out on Top

There were two Grand Prix winners that involved AI:

Health & Wellness: "Scrolling Therapy" for Eurofarma, by Dentsu Creative US

Eurofarma created a groundbreaking app designed to assist individuals with Parkinson's disease in carrying out their facial exercise routines seamlessly within their daily routines.

Recognising that people dedicate an average of 2.5 hours per day to social media browsing, the app introduces a unique solution by enabling patients to navigate social media platforms using facial gestures instead. This innovative approach ensures that patients can engage with their favourite online content while effectively managing their condition and enhancing their overall well-being.

Entertainment Lions for Sport: "Dreamcaster" for Michelob Ultra, by FCB New York

In a compelling two-minute film, the challenges of following fast-paced basketball games for visually impaired individuals are brought to the forefront.

The advertisement features Cameron Black, the trailblazing commentator who became the first blind person to provide commentary during a National Basketball Association (NBA) game.

Equipped with cutting-edge technology such as spatial audio and an AI-powered braille keyboard, Cameron skillfully tracks the dynamic action on the court, shedding light on the accessibility innovations that enable individuals with visual impairments to fully engage with the game.

The Digital Craft Category AKA AI's 'Time to Shine' Category

The Digital Craft Lions honour the mastery of technological artistry, showcasing exceptional form and function within digital contexts.

Entrants are expected to demonstrate flawless design, expert execution, and outstanding user experiences tailored for various digital environments.

At the 2023 Cannes Lions International Festival of Creativity, the Grand Prix for Digital Craft was awarded to Nike's "Never Done Evolving feat. Serena Williams," created by AKQA São Paulo, Portland, and Melbourne. The winning entries were carefully selected from a pool of 600 submissions, showcasing a remarkable diversity of content and geographical representation.

Jury president Resh Sidhu, the global director of Arcadia Creative Studio at Snap Inc, praised the winners for their ability to amplify unheard stories and communities, highlighting the importance of cultural topics. She described the entries as a vibrant tapestry of untold narratives, which have significant relevance in today's world.

Sidhu emphasized the significance of a return to pure digital craft, cautioning future entrants that relying solely on tools like ChatGPT is insufficient.

She noted that this year's submissions prominently featured AI and generative technology, necessitating a rigorous examination of how these tools were utilized. While technology can be dazzling, it is essential to assess its purpose and effectiveness in driving good design and digital craftsmanship.

Regarding the Grand Prix winner, Sidhu underscored the importance of connecting on a human level in the era of ubiquitous technology. Mastering digital tools goes beyond technical proficiency; it entails forging meaningful connections that resonate with people on a personal level.

So, we're seeing places for humans to shine (and boy, don't they), and also places for humans to utilise AI to its fullest potential to be seen. Okay, okay, maybe it isn't a case of "who did it best", not really. Instead, it's a celebration of the human creatives and the tech that allows them to do more impressive things than ever.