Cannes Lions 2025 was a week full of energy — inspiring talks, meaningful meetings, and a real sense that the industry is moving forward.
Set against the Riviera backdrop, it was more than just beautiful settings and big award shows. This year, Cannes felt like a checkpoint for the advertising world — a place to pause, reflect, and ask what creativity really means today, especially as AI, attention metrics, and cultural expectations continue to shift.
There was a clear focus on making campaigns not just bold, but meaningful. Innovation was everywhere, but so was the call for authenticity, real-world impact, and smarter ways to connect with audiences.
Elena Mintyuk, CEO of Intenze, spent the week on the ground — meeting with partners, exploring new ideas, and tuning in to the conversations that matter most. Here are her three biggest takeaways from Cannes 2025 — the trends and insights shaping the future of advertising.
Insight №1. AI with a human touch
AI was everywhere at Cannes 2025 — from panels to award-winning case studies — but one message stood out across the board: AI is a powerful tool, not a creative replacement.
Brands and agencies alike are embracing AI to speed up workflows, spark ideas, and personalize content at scale — but the most celebrated campaigns were the ones where AI supported a strong creative vision, not replaced it. Whether it was generating dynamic content or optimizing storytelling in real time, the magic still came from people — from the intuition, emotion, and cultural context that only human creators can bring.
This was especially true in the world of programmatic advertising, where AI plays a key role in real-time optimization, predictive audience targeting, and creative automation. But even here, the winning strategies weren’t just about machine efficiency — they were about using AI to amplify the creative message, not dilute it. The best results came when data-driven insights met human storytelling.
All in all, AI can enhance creativity, streamline programmatic delivery, and unlock new levels of personalization — but it’s the human spark that makes campaigns resonate. The future belongs to teams who know how to blend both.
Insight №2. Design for the one, appeal to the many
One of the strongest creative trends at Cannes 2025 was the ability to craft experiences that felt deeply personal — yet resonated on a global scale. The most effective campaigns weren’t trying to speak to everyone at once. Instead, they focused on making each viewer feel like the message was meant just for them.
Whether through interactive storytelling, immersive digital experiences, localized creative, or culturally grounded narratives, the common thread was clear: people want to feel seen, understood, and emotionally connected. And ironically, the more specific and authentic a message is, the more likely it is to create broader impact.
This insight is especially powerful in today’s fragmented media landscape, where attention is limited and audiences are diverse. Campaigns that lead with empathy, personalization, and emotional truth — rather than one-size-fits-all messaging — are the ones that break through.
When brands take the time to craft meaningful, unique moments for individuals, they often end up building universal stories that stick with everyone.
Insight №3. Programmatic is growing up — and getting smarter
At Cannes 2025, it became clear that programmatic advertising is entering a new era — one defined by intelligence, transparency, and creative sophistication. No longer just a back-end efficiency tool, programmatic is increasingly seen as a strategic engine for brand growth.
The conversations this year moved beyond basic automation and CPMs. Instead, brands and tech partners focused on how to make programmatic more intentional — combining real-time data with creative agility to deliver campaigns that are not just optimized, but meaningful.
A few key themes stood out:
Context is king again. With third-party cookies fading and privacy standards rising, marketers are turning to contextual targeting, attention metrics, and publisher-level signals to reach users in smarter, more respectful ways.
Creative and media are finally speaking the same language. Dynamic creative optimization (DCO) is becoming more sophisticated, allowing programmatic teams to serve personalized, story-driven ad experiences — not just product push.
Sustainability and SPO were hot topics, too. Brands are asking harder questions about where their ads run, how much carbon those impressions cost, and which partners truly add value across the chain.
So programmatic is no longer just about reach at scale — it’s about relevance, responsibility, and results.
The winners at Cannes were those who could show not just efficiency, but thoughtful impact across channels — from CTV and audio to DOOH and mobile.
The future of programmatic belongs to those who combine data with creativity, and automation with intention.
Cannes Lions 2025 made one thing clear: we’re entering a new chapter in advertising — one where technology serves creativity, data empowers empathy, and scale must be paired with sincerity.