As the advertising industry continues to evolve and adapt to new technology, questions arise about the role of AI in the creative process. At Cannes 2025, Adobe’s Shantanu Narayen and Publicis’ Arthur Sadoun shared their insights on this topic, emphasizing the value of human ideas over big algorithms.
The Power of AI in Advertising
AI has become a buzzword in the advertising world, with many agencies and brands investing in technology to streamline processes and improve efficiency. From programmatic advertising to predictive analytics, AI has shown great potential in delivering results for businesses.
At Cannes 2025, Narayen and Sadoun discussed how AI can also be used to power creativity in advertising. With the abundance of data available, AI has the ability to analyze and identify patterns, which can then be used to inform and enhance the creative process.
Human Ideas Still Reign Supreme
While AI may have the capability to assist in the creative process, Narayen and Sadoun made it clear that human ideas and ingenuity are still essential. They emphasized that it is the unique and creative thinking of humans that ultimately drives successful advertising campaigns.
As Sadoun stated, “AI without big ideas is just big data.” In other words, AI alone cannot produce effective and impactful advertising. It is the combination of human creativity and AI technology that will truly drive success.
This sentiment was further reinforced by Narayen, who shared that Adobe’s own AI technology, Adobe Sensei, is simply a tool that allows creatives to bring their ideas to life in a more efficient and effective way.
Creatore’s Take
While AI continues to play a significant role in the advertising industry, it is important for brands and businesses to remember the value of human creativity and ideas. As experts in branding and digital marketing, the team at Creatore understands the importance of finding the perfect balance between technology and human ingenuity in order to create successful campaigns.
As a premium Indian branding agency, Creatore offers a range of services, including top-notch social media marketing, Google Ads management, and website development. With a team of experts in real estate branding, they understand the unique challenges of marketing in India and can help businesses stay relevant in the ever-evolving digital landscape.
In conclusion, while the future of advertising may involve AI and technology, it is ultimately the big ideas and human creativity that will win at Cannes and in the advertising world.