The news: The ad and creative community will be heading to the south of France next week for the annual International Festival of Creativity. Here are four key themes that will dominate the conversations on the Croisette.
AI will be the talk of the town: Marketers are keen to understand how to incorporate new technologies like ChatGPT to increase productivity and creativity, and how to use predictive analytics to drive performance. The combination of generative AI and predictive AI could be a game change for the ad industry, with the potential to upend current business models.
(On Monday, June 19, principal analyst Jasmine Enberg will moderate a panel discussion with Reddit and Vidmob on “Community-Based Creative & The Edge of AI Insights” at Reddit’s headquarters. Register for the session here: https://vidmobxredditcannes2023.splashthat.com/)
Creators will be everywhere: Companies like TikTok and Pinterest have long included creators in their programming, but otherwise, creators haven’t been well-represented. That won’t be the case this year. Several major influencer marketing firms are also expected to have a major presence, including Whalar and Influential, which is taking over prime beach real estate previously held by Twitter.
Big Tech will still make a big splash: Twitter Beach will be gone, but Amazon, Apple, TikTok, and Netflix are new(ish) players that are expected to show up in a big(ger) way this year. Mainstays like Meta, Google, Spotify, and Snap will return to their residences on the Croisette.
DE&I will be top-of-mind: Marketers and advertisers are on the front lines of the current culture wars, grappling with tough questions on how to respond to issues from supporting LGBTQ+ communities to sustainability. Brands know that diversity, equity, and inclusion initiatives can drive success, but implementing those strategies can be uncomfortable—and at times, risky.
Insider at Cannes: Principal analyst Jasmine Enberg will join a discussion on brand bravery during the CMO Insider Breakfast at Axel Springer’s Freedomhaus. The breakfast is by invite-only, but many other Axel Springer and Insider events are open to the public: https://info.insider.com/cannes2023