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posted on Jun. 19, 2025 at 10:09 amJun 21, 2025

Cannes Lions 2025: Day 3 – Debating human creativity, AI and the ‘force for good’

posted on Jun. 19, 2025 at 10:09 amJun 21, 2025

Day 3 at the Cannes Lions International Festival of Creativity 2025 witnessed conversations getting very real about the need for human-led creativity, artificial intelligence (AI) as a tool for growth, and marketing as a 'force for good'.

Day 3 at the Cannes Lions International Festival of Creativity 2025 witnessed conversations getting very real about the balance between artificial intelligence (AI) as a tool for growth and the case for creativity.

Strong opinions were voiced – for and against each of these – with marketers agreeing that the industry needs to, ultimately, keep its ‘eye on the prize’ of brand and business outcomes.

While, on one hand, CMO panels in The Rotonde and keynotes at the Théâtre Claude Debussy called for brands to lean into the power of human input in creative marketing strategies, on the other hand, conversations down the Croisette and at Carlton Cannes focused on the power of AI-driven tech

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Tags:Advertising BigTime Creative Shop Bronze Lion business outcomes Cannes Cannes Lions Cannes Lions 2025 Cannes Lions International Festival of Creativity Carlton Cannes creative marketing creativity Croisette Debussy Theatre Dubai Fabio Silveira FP7 McCann Dubai France Gary Vaynerchuck Gary Vee Gold Lion Havas Creative Middle East.human-led creativity Josefien Olij Landmark Group marketing Nassib Boueri originality Philips Riyadh ROAS ROI Siddarth Sivaprakash Silver Lion SRMG Labs strategies The Rotonde Vayner Media VML VML MENA

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.