2026 Programme
Creative legends. Marketing mavericks. Inspiring content creators. They're all taking the stage at Cannes Lions 2026.
Cannes Lions × WARC
Creative Impact Unpacked: Can Creativity Win Models as well as Minds
Monday 22 June, 13:45–14:15
Overview
Speakers
Description:
Marketers increasingly have two audiences - the human buyers they have always served, and now the agents and models that will drive the AI economy. What's the role of creativity in this new paradigm? Does it still act as a driver of business outcomes.
This session features cutting-edge research that investigates creativity's role in persuading machines. In partnership with INSEAD, Jellyfish & Brandtech uncover whether LLMs possess a form of ‘creative receptivity’ - can they feel the creative spark of an ads as humans do? Analysis of hundreds of ads across multiple categories and geographies will feed into a creative blueprint for a world of dual audiences and AI-mediated consumer journeys.
Questions this session will answer:
- Why will marketers face a "two audience" problem in the age of AI?
- What role does creativity play in this new marketing model?
- Does creativity still 'work' when the audience is machines, not humans?
Editor's note
Content Stream
Creative Impact
The ultimate guide to proving the value and effectiveness of creativity.
Amy Rodgers
WARC
Head of Content, WARC Creative
Tom Roach
Jellyfish
VP Brand Strategy
Tags
- Creative Impact
- Festival Talks
- Livestream