VP & Principal Analyst, Social Media & Creator Economy. On-air TV expert & Bloomberg TV regular.
#CannesLions hot take: AI didn't win the show. Creators did. Last year’s unbridled excitement over genAI gave way to more muted enthusiasm and more serious conversations about risk and results on the Croisette this year. That makes sense: 12% of award entries used AI this year, per Cannes Lions. Without clarification on how entrants used the tech, or a 2023 comparison, it’s hard to put this figure into context. But it is clear that current applications of genAI are behind where advertisers expected (hoped?) the industry would be: AI generally isn’t developing creative assets for public distribution, for example. Instead, most CMOs cited scale, efficiencies, and personalization as the top AI use cases again this year. Meanwhile, it was almost impossible to take two steps down the Croisette - which felt younger and edgier than ever - without bumping into a creator. What’s more, “Social and Influencer” was a fast-growing award category, with entries rising by 21% YoY. That’s largely because creator content was accepted for the first time. On stage, the B2B Grand Prix went to a creator-led campaign by Ogilvy. It was likely a humbling moment for much of the media and ad industry, which has long viewed creator content as less-than. That’s despite the fact that influencer marketing spending has grown by double digits every year, and is expected to close in on $10 billion on social media alone in the US next year, per EMARKETER. My takeaway: Advertisers can still get away with “lagging” on genAI. They now have no choice but to embrace creators. More on this in today’s newsletter, sponsored by FreeWheel. Will post link in comments when it’s live.
Jillian Robinson
1mo
No surprise that your content is stellar, but I do have to say, your Cannes outfits are 🔥 !
Geoffrey Colon
1mo
Love this quote: “Advertisers can still get away with “lagging” on genAI. They now have no choice but to embrace creators.”
Christine Göös
1mo
My only gripe is the work in social and influencer category looking largely like a channel extensions of big budget integrated campaigns vs. creator-led advertising, would love to see more creator work awarded next year.
Ali Kaltman
1mo
I actually think Cannes won the show by bringing creators in. The hype around Cannes is only getting bigger as more and more people get visibility into what the festival actually is. Gone are the days trying to explain to someone not in marketing what Cannes Creativity is. Bringing in creators was the smartest marketing move on their part.
Jamie Gutfreund
1mo
Brava Jasmine Enberg for boldly stating what is obvious to some in the industry yet still questioned by many. Can’t wait to compare this post to whatever you share next year. 🔥
Ina Gottinger
1mo
YES! The presence of creators was palpable and added a breath of fresh air.
Jasmine Enberg wonderful meeting you in person at Cannes Lions last week. Look forward to more conversations !
AJ Eckstein 🧩
1mo
Great takes from cannes Jasmine Enberg - can't wait for Baltimore
Liliana Arreaza
1mo
Well said!
VP & Principal Analyst, Social Media & Creator Economy. On-air TV expert & Bloomberg TV regular.
1moHere’s the link: https://www.emarketer.com/content/creators-ai-shape-conversation-awards-cannes-lions-2024 Thank you Kate Kenner Archibald, Josh Campo, Alvin Bowles and Blake Chandlee for sharing your thoughts!