June 26, 2026 | SIGN UP
Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF
Looking back on the past, incredibly hot, four days of Cannes Lions, one of the more concise and interesting summations of AI’s impact on the industry that I heard was that agents have turned the traditional marketing funnel into a jungle gym.
Rather attempting to engage at the top, middle or bottom of that construct, the question now is where consumers enter the playground, where do they swing with joy and where do they fall and skin kneecaps? Brands, like nervous parents, must watch from the sidelines and determine when and where to step in to avoid calamity.
But since Cannes is a festival of creativity, maybe this new reality offers the opportunity to rethink the customer journey more as romp to ROI rather than a road. AI empowered creators, effervescently swanning along the Croisette and holding masterclasses of engagement on yachts and beach pavilions, perhaps have the answer. They looked like they were having a blast – like Cannes attendees used to have before it all got so constipated and removed from inspiration.
ADVERTISEMENT
Top stories
Other things to know
