Together with our clients and alliances, we ignited inspiring conversations at Cannes Lions 2025. We were proud to lead sessions that empowered marketing and business leaders to innovate, create, and engage with certainty.
the estimated market size for Generative AI by 2032, up from $14.26 billion in 2023¹
of brands have made personalization a key strategy since 2022²
of consumers say they see the influencers or creators they follow as trusted sources of information³
Where creativity meets impact
Since 1954, the Cannes Lions International Festival of Creativity has been the global stage for celebrating creativity that drives progress. Over 70 years later, we gathered once again to shape the future of creativity.
In today's fast-paced world, marketers are challenged to innovate rapidly across numerous channels and platforms while proving the value of their investments. The opportunities to connect with customers in more personal ways have never been greater. How can you create more clarity around which investments will be worth the effort?
How can you be more certain that you are investing in the right strategy, the right platforms, and the right creative to meet the opportunity of the moment? At Cannes Lions 2025, we explored these questions and more.
Deloitte Digital Cannes Lions Crystal Ball Brunches
Over French cuisine and sparkling cocktails, we engaged in intimate roundtable discussions with industry leaders and heard their insights on the hottest topics at Cannes.
CMOs in the Spotlight Series
What’s top of mind for CMOs in this period of rapid technological evolution? In this popular series, we heard top brand leaders dissect today's most challenging issues and outline their vision for the future. This series was created by Cannes Lions and sponsored by Deloitte Digital.
will.i.am on up-leveling creativity with AI
How can AI be harnessed to spark ideation and accelerate our creative process? This session explored how agentic systems are evolving into creative collaborators that respond rapidly to human direction, intent, timing, and tone. Salesforce, Deloitte, and FYI.AI Founder & CEO will.i.am looked at how brands are tapping AI to design experiences that feel more performed in real time. From co-creation to live performance, we looked at how marketers and makers are using AI as a new kind of instrument.
Speakers:
More places we showed up at Cannes
In this session, industry leaders discussed groundbreaking applications of Generative artificial intelligence (GenAI) that are transforming marketing strategy and creative execution.
Speakers:
Storytelling is evolving, and women are leading the way. This session revealed how creative professionals are using AI to unlock new narrative formats, democratize content creation, and expand representation in film, media, and marketing.
Panelists:
Natalia Dávila | US head of strategy, GUT
Jenny Kelly | Head of content, Deloitte Digital
Crafting content at scale is all in the mix, and nobody understands this like Adobe. In this craft cocktail mixology class with James Beard Award Winner Sean Kenyon, we learned a fresh take on a classic cocktail and fresh tips for accelerating your content supply chain with Adobe.
Today's CMOs face the dual imperative of delivering consistent brand value and driving radical innovation. This panel explored the creative tensions at the heart of modern marketing leadership. With Generative and agentic AI, evolving consumer expectations, and new engagement paradigms reshaping the landscape, we discussed how can brands lead with certainty amid ambiguity.
Moderator: Jim Stengel live podcast (The CMO Podcast with Jim Stengel)
This invite-only event brought together CMOs, brand innovators, creators, and platform executives to explore the future of the creator economy. Anchored by our new State of Social research—which reveals that creator topped the list for social media marketing budget priorities, taking up 24% of the total yearly spend on average—this event offered a deep dive into key trends and actionable insights shaping the industry.
Hosts:
The seven trends we discussed with top brands at Cannes Lions 2025
Explore our 2025 State of Social research
Today's CMOs are doing more with less
SOURCES
1. Deloitte, A new frontier in artificial intelligence: Implications of Generative AI for business, 2023, https://www2.deloitte.com/content/dam/Deloitte/us/Documents/deloitte-analytics/us-ai-institute-generative-artificial-intelligence.pdf, accessed March 13, 2025.
2. Deloitte Digital, Personalization: It's a value exchange between brands and customers, 2024, https://www.deloittedigital.com/content/dam/digital/us/documents/insights/insights-20240610-personalization-report.pdf, accessed March 15, 2025.
3. Deloitte Digital, 2025 State of Social Research: How efficiency can meet impact with the right investments, 2025, https://www.deloittedigital.com/us/en/insights/research/state-of-social-research-2025.html, accessed March 16, 2025.
