Post by Aurora Straton

A few take aways from one week in Cannes, shifting between hands-on creative workshops with AI artists, creative technologists and brands at the Google Creative House, as well as deep-dive conversations with industry leaders, and serendipitous encounters with old and new creative partners and friends.    👁️ Taste and Discernment as the New Currency Attention becomes the biggest scarcity. As the volume of content grows, human taste becomes the ultimate differentiator. Data can support a business decision, but it cannot duplicate the intuition required to understand why a piece of work resonates. By using technology to streamline production, teams buy back the time needed to focus on craft, curation, and intentionality. Ultimately free up more time to play, experiment, challenge the status quo of a brief, industry, or category, and nurture what inspires them the most. Loved Iain Tait 50 vibe coded experiments, and his contagious joy and curiosity around tech and ideas. 🚀 Data as a Spark for Insight Data’s real power lies in revealing cultural friction. When used to identify a genuine human tension, data becomes the foundation for a major platform. When truly anchored in zeitgeist and human truths, technology becomes the ultimate engine to amplify that truth across platforms, localizing it with deep cultural relevance. Use data to unlock provocative, engaging ideas, not just back up what’s already there.  🌊 Building Scalable Platform Ideas The most impactful work builds long-term platforms. Building a strong Brand DNA is more important than ever. Multimodal models enable a platform idea to seamlessly flex across channels and cultures, remaining relevant throughout the entire customer journey. A brand’s Big Idea can take different shapes around cultural geographies & surfaces: from a static image, to a video, a game, an interactive experience in the real world, a site that adapts to each user,  a UGC experience that brings the audience in the brand’s creation process itself… Your Brand becomes an IP that can stretch across cultures and surfaces. As Matthieu Lorrain would call it, feet in the water over a Culture3 dinner, "liquid content". 🦄 A Gateway to Un-Makeable Ideas AI is a force multiplier for efficiency, but most importantly, it is a gateway to realizing ideas that were once impossible due to budget and technical constraints. The ability to rapidly prototype high-fidelity concepts allows creatives to show the true potential of a bold idea before it is green lit. This helps teams move upstream, partnering with clients to solve core business challenges well before they become “static” briefs.  🦁 Congrats to the Creative Labs team for winning Grand Prix in Digital Craft. Excited about the possibilities of Genie3 & world models in the entertainment and marketing space! Olivier Guetta Omar Karim Robert Wong Rogier Vijverberg Nick Farnhill Michela Nicchiotti Yann Damongeot Jean-Philippe Becane Suzana Apelbaum