As Deloitte Digital returns to the Cannes Lions Festival of Creativity, we’ve identified five trends that are redefining marketing and accelerating creative connections in the industry. Here are the trends we’re watching at this year’s festival—and you should, too.
Last year, we identified a few trends ahead of the Cannes Lions International Festival of Creativity. Whether it was the ever-expanding role of the CMO, the potential of Generative AI (GenAI), personalization, or the power of representation on our teams and in our campaigns, our trends explored key areas that would impact marketing for the year to come. Since then, we’ve seen some of those trends transform.
This year, we’re returning to Cannes embracing our theme of “accelerating creative connections.” As marketing continues to evolve, it’s essential that organizations prioritize strong connections—with their customers, employees, communities, and beyond. In essence, “accelerating creative connections” means delivering marketing campaigns that are personal, connected, and executed at the speed of inspiration.
As we count down to Cannes Lions this year, we've identified five trends that could shape the future of marketing and fuel the acceleration of creative customer connections. Here's what you should know:
Trend 1
Is your organization GenAI-ready?
GenAI took center stage at Cannes last year, and now the question that’s top of mind is: “Are you GenAI-ready?” Our GenAI research reveals that only 55% of marketing teams can meet the continually growing demand for content today. GenAI is emerging as a viable part of the solution to this challenge. GenAI has already demonstrated the ability to significantly enhance creativity, enabling marketers to develop, iterate, and personalize content more effectively, efficiently, and at scale. As we move further into the Age of With™, the focus is not just on leveraging AI but on using it to enhance and accelerate human creativity.
Our research also shows us that early adopters of GenAI are already seeing a 12% return on their GenAI investments, and that’s expected to increase as implementation continues. The readiness to implement GenAI will be a game-changer in connecting technology and creativity to drive innovation and growth.
Our takeaway:
Are you Generative AI-ready? Test your marketing organization’s maturity and learn how you can get your customer strategy, content creation workflows, and creatives GenAI-ready.
Trend 2
The business value of personalization is growing
Personalization has become a critical tool for creating deeper, more meaningful connections with customers. At its core, personalization is a value exchange, and our new personalization research reveals how brands can drive greater value by shaping experiences that consumers love. Our research also shows that 50% more brands now see personalization as a core component of their customer strategy compared to two years ago.
At Deloitte Digital, we've harnessed GenAI to deliver personalized brand imagery on demand and at scale, demonstrating the value of personalization. We used GenAI for our recent global brand refresh, creating a bespoke platform for crafting highly personalized brand imagery on demand and at scale. Additionally, our recent launch of CreativEdge™, a content production solution powered by GenAI, works alongside teams and datasets to deliver personalized content marketing campaigns, from storyboarding to copy and visual asset creation—all at scale.
Our takeaway:
Embrace data, creativity, and technology to deliver personalized experiences that exceed customers' expectations. Brands can strategically navigate the complexities of emerging technology to better connect with today’s evolving customers.
Learn how we helped Macy’s reimagine retail with personalization.
Trend 3
The rising influence of the creator economy
The creator economy is reshaping how consumers interact with brands, media, and purchasing channels. Successful brands are building networks of creators to maximize their reach and impact across various niches. In the latest iteration of our Creator Economy report, we found that three out of five consumers surveyed are likely to positively engage with a brand when the right creator recommends it.
Brands are increasingly tapping into this economy, collaborating with creators and influencers not just to innovate but also to reach new audiences. Our recent State of Social report revealed that 40% of brands say creator and customer content is the most important source of content for their social strategies. These collaborations are not mere transactions; they are built on mutual respect and trust, recognizing creators as an essential key to growing businesses.
Our takeaway:
Embrace the creator economy's potential to elevate your brand to new heights. Successful integration requires a foundation of trust, respect for the creator, and an understanding of their growing business influence. Leveraging these relationships can result in a more expansive reach and impact across diverse niches, accelerating your creative connections.
Trend 4
Connected communities can drive change
Companies that invest in and use innovative strategies to build connected communities are finding surprising pathways to loyalty and growth. Equity-centered design (ECD) is a powerful approach in this endeavor. It focuses on representation and inclusion to drive community engagement and foster strong consumer relationships. ECD can help brands connect and build trust with traditionally marginalized communities and make a lasting and meaningful impact across audiences. A prime example of ECD in action is our collaboration with Johnson & Johnson on the Illustrate Change initiative. Illustrate Change seeks to build momentum around representation in medical illustration. The Illustrate Change digital library, made possible by a grant from the Johnson & Johnson "Our Race to Health Equity" commitment, houses a collection of diverse medical illustrations across a range of health conditions.
Our takeaway:
Focusing on connected communities can help brands engage their audiences more meaningfully and impactfully. The emphasis on representation and inclusion fuels connection, fostering stronger consumer relationships and driving growth.
Learn more about the power of equity-centered design.
TREND 5
The CMO as the catalyst in a cross-functional landscape
Change is a constant in marketing, and with the advent of new technologies like GenAI shaping how we live and work, it’s no surprise that tomorrow’s chief marketing officer (CMO) looks different from yesterday’s. The role of the CMO isn’t going away—instead, it’s stronger and more connected to the business. Tomorrow’s CMO is at the intersection of the chief financial officer, chief marketing officer, chief technology officer, and more. CMOs are the drivers behind accelerating creative connections—bringing together ideas and conversations across other realms of the organization to develop a strategy to meet customer demand and the needs of the business.
With shifting and accelerating customer needs, the CMO's responsibilities are no longer exclusive to traditional marketing. Our annual CMO Survey reveals an increase in marketing oversight across digital marketing, e-commerce, pricing, new products, and innovation. Serving as the bridge between various functions like user experience, information technology, finance, and human capital, CMOs must accelerate collaboration and creativity. Tomorrow’s CMO spurs innovation, growth, and cross-functional synergy in today's dynamic business landscape.
Our takeaway:
CMOs create connections in the workspace. They will need to excel at cross-functional collaboration to meet business goals and drive growth. They must embrace change, innovate, and be tech-forward, enabling them to create advantages in a world transformed by data insights and technology.
While you’re at Cannes, stop by the CMOs in the Spotlight series to learn more.
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