{"id":1985,"date":"2025-12-24T11:21:35","date_gmt":"2025-12-24T10:21:35","guid":{"rendered":"https:\/\/segati.biz\/creative-awards-with-or-without-ai-the-great-post-cannes-lions-2025-debate\/"},"modified":"2025-12-24T11:22:04","modified_gmt":"2025-12-24T10:22:04","slug":"creative-awards-with-or-without-ai-the-great-post-cannes-lions-2025-debate","status":"publish","type":"post","link":"https:\/\/segati.biz\/en\/creative-awards-with-or-without-ai-the-great-post-cannes-lions-2025-debate\/","title":{"rendered":"Creative awards: with or without AI? The great post-Cannes Lions 2025 debate"},"content":{"rendered":"<p style=\"font-weight: 400;\">The <a href=\"https:\/\/journalhouse.wsj.com\/cannes-lions-festival-of-creativity\/\">WSJ on Cannes Lions 2025<\/a> article reveals an advertising industry that has definitively embraced AI. No more hesitations from 2023; time for the practical application, as Don McGuire of Qualcomm says (2400 hours saved per month!).<\/p>\n<p style=\"font-weight: 400;\">But a question gnaws at me: <strong>how will this AI revolution redefine our creative pricing?<\/strong><\/p>\n<p style=\"font-weight: 400;\">The key highlights from Cannes 2025:<\/p>\n<ul style=\"font-weight: 400;\">\n<li>75% of agencies use AI (vs 61% in 2024)<\/li>\n<li>Meta unveils tools to create ads without an agency<\/li>\n<li>Havas invests \u20ac400 million and calls AI its &#8220;teammates&#8221;<\/li>\n<li>But 75% of agencies fund AI without charging clients&#8230;<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\"><strong>My question for advertisers:<\/strong><\/p>\n<p style=\"font-weight: 400;\">When a Lions-winning campaign heavily uses AI to :<\/p>\n<ul style=\"font-weight: 400;\">\n<li>Generate visuals (as Undiz did with Midjourney)<\/li>\n<li>Create scripts (ChatGPT and others)<\/li>\n<li>Automatically optimize targeting<\/li>\n<li>Personalize content at scale<\/li>\n<\/ul>\n<p style=\"font-weight: 400;\"><strong>Should we create separate categories?<\/strong> \u27a1\ufe0f &#8220;Pure Creativity&#8221; vs &#8220;AI-Assisted Creativity&#8221;? \u27a1\ufe0f Or consider AI as a simple tool, on par with Photoshop?<\/p>\n<p style=\"font-weight: 400;\">JB Smoove was right at Cannes: <em>&#8216;It&#8217;s about mastering the present moment&#8230; AI can&#8217;t do that&#8217;<\/em>. But when AI generates 80% of a campaign, where do you place the cursor for human creativity?<\/p>\n<p style=\"font-weight: 400;\"><strong>Your take?<\/strong> How can we preserve the value of human ingenuity while recognizing AI&#8217;s creative potential?<\/p>\n<p style=\"font-weight: 400;\">#CannesLions2025 #AI #Advertising #Creativity #Innovation #Marketing<\/p>\n<p style=\"font-weight: 400;\"><em>P.S.: While we debate, 75% of agencies pay AI out of pocket without billing it&#8230; An economic model that needs urgent reconsideration?<\/em><\/p>\n<div style=\"width: 1080px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]--><br \/>\n<video class=\"wp-video-shortcode\" id=\"video-1079-1\" width=\"1080\" height=\"602\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/segati.biz\/wp-content\/uploads\/2025\/06\/visu-25-6-2025.mp4?_=1\" \/><a href=\"https:\/\/segati.biz\/wp-content\/uploads\/2025\/06\/visu-25-6-2025.mp4\">https:\/\/segati.biz\/wp-content\/uploads\/2025\/06\/visu-25-6-2025.mp4<\/a><\/video><\/div>\n<p style=\"font-weight: 400;\">\n)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The WSJ on Cannes Lions 2025 article reveals an advertising industry that has definitively embraced AI. No more hesitations from 2023; time for the&#8230;<\/p>\n","protected":false},"author":3,"featured_media":1094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creative awards: with or without AI? The great post-Cannes Lions 2025 debate - Segati<\/title>\n<meta name=\"description\" content=\"Creative awards: with or without AI? The great post-Cannes Lions 2025 debate - The WSJ on Cannes Lions 2025 article reveals an advertising industry that has definitively embraced AI. 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