A week full of in-depth meetings, but also parties and lots of networking. The French Riviera during the Cannes Lions it turns into an ideal platform for discovering the trends and technologies that are shaping the future of advertising.
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And this year it is artificial intelligence to take the stage. Her impact on the entire world of communication inspired the activities organized in the spectacular spaces set up along the Croisette not only from the big technology players, but also from representatives of the media scene and the main communication groups.
For example, the French multinational Havas announced during the Festival its intention to increase investments in Artificial Intelligence by up to 100 million per year to enhance the new Converged media planning system. While WPP he presented Production Studioa new production platform developed in collaboration with NVIDIA that simplifies and automates the creation of texts, images and videos.
Still in terms of technologies, the issue of addressability also remains in the foreground, in the new forms of TV enabled by digital technology and also online. In a context of increasingly personalized advertising, the ability of the message to reach the desired audience is a necessary condition for effective creativity. However, this objective is made increasingly difficult by the abandonment of third-party cookies.
Among the emerging trends, it is highlighted entertainmentwith four dedicated Lions categories, and recognition by the International Festival of Creativity of increasingly important role of creators in the communication landscape. This was also highlighted by expanding the Social & Influencer Lions categories to recognize the nuanced role of content creators in shaping and amplifying brand messages.
Among new languages and emerging technologies, the Cannes Lions Festival also confirms how the ability to adapt and innovate is fundamental to remaining competitive and relevant. With an eye always attentive to new trends.
