Although it turned the impressive age of 70 this year, the Cannes Lions International Festival of Creativity 2023 showed no signs of slowing down, its creative buzz taking over the South of France yet again.

Doing its very best to keep up with the fast-paced and ever-changing partnerships environment, this year's festival centered around the creator economy and the game-changing influencers who are driving it forward.

With a magnifying glass on the marketing space, the five-day festival sees one of the largest gatherings of the creative marketing community. Large crowds of creative minds shared their thoughts as the industry’s hottest topics were explored in detail, including the power, doom, and gloom of AI, the thriving creator economy, and the importance of creative effectiveness for brands.

Let’s delve into the highlights…

The name on everybody’s lips was… AI

It may come as no surprise to some that AI was the buzzword at this year’s Cannes. Whether positive or negative, it was an unavoidable conversation.

The industry’s biggest marketers and thought leaders gathered to discuss generative AI, making sure to cover all angles of the discussion. Focusing on how marketers and creators, in particular, can utilise this tech in order to push their content creation into the next realm and discover its creative effectiveness, they also explored how AI has birthed a new generation of creative minds.

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