Creativity vs the Machine – Trends from Cannes Lions 2025

Hot topics and common themes on the main stage

1. Human touch as a creative differentiator 

With automation and easy-click generative tools on the rise, it’s the human touch that distinguishes the quality of creative work. What makes compelling creative work today are nuances that are clearly authored by humans, not ideas and concepts averaged out by machines.  

Creative quality’s new north stars are originality, distinctiveness, a fluid use of brand assets, and a clear organizing idea – these over polished execution. 

2. Performing on the algorithm vs cutting through it 

80% of global ad spend is predicted to be algorithm-driven by 2027. When every brand uses the same data in the same walled gardens, brands need to evolve their targeting strategies beyond simple age- and geography-based segmentation, and to account for the For-You-Page UX which fragments audiences on social media. 

3. Technology as a critical enabler 

Along the Croisette, technology companies showcased their role as essential enablers of creativity through experiential activations. From enterprise tools like Adobe and Canva to creator-focused platforms like Meta and Pinterest, companies highlighted their products directly to marketers and reinforced the message that technology powers personalized creative work. 

4. Sports, ahead of the game in culture-first marketing 

Sports featured heavily at the festival, reflecting its effectiveness at addressing some of marketing’s biggest challenges today.  

Live sports remain one of the last appointments viewing experiences that consolidate mass audiences in real time. At the same time, they offer rich opportunities for niche segmentation, personalization, and deeply engaged fandom – effectively cutting through the noise and creating authentic connections.  

5. Building brand integrity on fragmented platforms 

As brands adapt to platform-specific demands, they must also safeguard the threads that connect these experiences. Many discussions at Cannes Lions called for a holistic brand strategy (whether social-first, culture-first, or organizationally integrated) that brings all parts of the marketing team together to nurture the true heartbeat of the brand.