Cannes Lions 2025 – Industry comments and takeaways

This year the Cannes Lions festival of Creativity proved a hotbed for connections, discussing ‘hot’ themes, such as AI, CTV, human creativity, and figuring out new ways to work together.

The sun has now set on the 2025 event, but we were keen to hear what you made of this year’s show.

We asked adtech, creative and marketing leaders from around the world – who braved the sweltering heat, long queues and chaos of the Croisette – for their take on how the iconic festival was for them…

David Nelson, co-Founder and CEO, Limelight Inc.

“Adtech has an enduring sense of optimism. Despite very obvious global issues, those I spoke with are as determined as ever to make something of their product and themselves on a global stage. I find that energising to say the least.

“The line between reward and business trip seems to become more blurred each year, however. Maybe that’s a personal assessment, but my fear is that this could derail Cannes as companies don’t like to fund expensive, high-profile, jollies any longer.

“That said, meeting with people in a more relaxed environment does often lead to a less defensive attitude, and that makes commitment easier to gain.

“AI is booming, CTV is everywhere, and ad networks are quietly evolving but only time will tell how much progress a candid rosé-fuelled Cannes conversation will unlock.

“The big takeaway from Cannes? AI isn’t the story anymore—how we use it is.

“Combined with the rapid rise of CTV and audio, and the evolving role of ad networks, it’s clear the future of adtech lies in smart integration, not just invention.

“But as always, relationships and real conversations remain the real power play. Human insight, trusted partnerships, and a clearer sense of purpose are what separate the noise from real progress.”

Chris Pettit, CEO and co-Founder, Revving

“It was great to see the large number of creatives heading to Cannes. It feels like there’s a strong creator community building, with lots of opportunities for the creators and the brands they’re working with.

“AI was high on the agenda, as everyone expected, but it felt more defined this year. With lots of focus on building better AI tools that can help the industry.

“What was apparent, though, was this wall of silence around payments. It’s an issue that doesn’t get enough airtime and it really ought to.

“Whenever we talk about it, it’s clear we’ve struck a nerve and people start to light up with a response.

“We’re building a rocket ship for ad delivery, creativity and AI, but using a carrier pigeon for payment and business opportunities – and it is holding the industry back.”