Cannes Lions - three major brands testify to the real impact of AI on the Marketing model

A simple stroll along the seafront at Cannes Lions this week would be enough, from the adverts and the branded hospitality ‘beaches’ alone, to convince you that the headline topic at the annual jamboree this year is AI. But how much is the hype cycle actually impacting on the Marketing function?

Marta García Alonso is VP Marketing, Heineken Mexico. She says:

I'm very passionate about what AI can do at the beginning of the thinking process. I find amazing the level of how you can elevate your work by really finding insights. We, our human brains, would never be able to input so much data. I've already seen some cases that are amazing in which they are using AI to really get to new insights in different audiences, and then they will multiply the effect of the campaign that they do. So for me it's more at the beginning of...

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