The future of AI: Cannes Lions 2025 trends you can’t ignore

Use the report released by Global Web Index as your backstage pass to the ideas that defined Cannes Lions 2025 – not the usual round-up of panel soundbites, but a deeper look at what really mattered: the intersection of AI and humanity.

While AI is rapidly transforming marketing and advertising, the human element remains vital. AI-generated content is increasingly convincing, yet vulnerable to hallucinations, inaccuracies, and bias. Trust and authenticity are emerging as key differentiators: marketers need AI systems that are fast, transparent, and grounded in real, diverse human data, not synthetic personas. 

The report also highlights the importance of emotional intelligence – AI struggles to grasp nuanced context, cultural nuance, and intent without human empathy driving interpretation.

Another foundational insight is that authenticity is the new algorithm. As content floods all platforms, what stands out isn’t more of the same, it’s what feels real. Generative Engine Optimization (GEO) is a new way to think about brand visibility, shaped by what people say in reviews, conversations, and social media, not just brand-owned content. 

In an AI-driven world, the real opportunity lies in blending authentic voices, first-party human data, and genuine expression to build trust and stand out – see the report from Global Web Index.

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