How AI, Creators And Sports Are Shaping Marketing’s Next Chapter

Emily Ketchen | Chief Marketing Officer & SVP, Intelligent Devices Group & International Markets at Lenovo | Global Marketing Executive.

It’s hard to believe that another year of the Cannes Lions International Festival of Creativity has come and gone, and I was fortunate enough to attend for a third consecutive year. Cannes is always a flurry of activity, from different sessions to panels to the judging and awards. But above all, it’s a unique time when you can find some of the greatest minds in marketing in the same place. That’s how I like to view it.

Each year, I approach the festival with two goals: to share what Lenovo is doing to bring smarter technology to all and to gather new insights that can guide our future marketing. This year was no different, as there were so many opportunities to exchange ideas and learn from our peers. Here are some of my top takeaways from this year and what they reveal for the future of marketing.

Marketers’ confidence in AI lends to boosted creativity.

Even as creative industries increasingly use AI to help inform their work, it’s important to remember that it’s people, not AI, who are creative. Creative spirit, talent and timely cultural relevance can’t be replaced by AI, but creatives must be willing to explore AI as an important tool that can maximize their work through refinement and customization. This greater understanding of how to effectively use AI was evident as brands used the technology in more compelling, smarter ways across campaigns.

An award-winning campaign like Dove’s “Real Beauty,” which used AI to reprogram Pinterest’s algorithm to prioritize natural and inclusive beauty over AI-generated images, illustrated how AI can be used purposefully within a marketing mix to breathe new life into a long-standing, purpose-driven campaign that’s relevant for the modern era.

Brands’ internal frameworks around AI were also discussed in relation to how they support marketers to become more confident AI users, so they can create, experiment and collaborate with the right AI knowledge, tools and guardrails in place. Rather than superficial and ad hoc experimentations of AI, we’ve seen how marketers’ maturing AI proficiency is leading to bolder marketing that also demonstrates how it can be used for good, which goes a long way in building trust with consumers around AI and drives business forward.

The creator economy is growing stronger.

Creators were at the forefront of this year’s discussions, being positioned as much more than just amplifiers for traditional influencer marketing. They are now viewed as strategic cultural partners who contribute creative ideas, co-develop content and even shape brand narratives from ideation to execution.

As a nod to this shift, Cannes rebranded its “Social & Influencer Lions” into “Social & Creator Lions.” They also introduced various subcategories to address topics such as culture, social content marketing and social insights.

There was an increase in both creators and campaigns alike. Vaseline Verified, for example, where more than 450 creators (registration required) shared hacks and different uses for Vaseline, went on to win the Health and Wellness Grand Prix.

This increased presence shows how important the creator economy is in amplifying brand relevance and trust. By leveraging a creator’s authenticity, relatability and influence, brands can foster genuine connections with consumers.

Sports are playing a bigger role in marketing than ever.

The role of sports in marketing is certainly nothing new. The sports sponsorship market is expected to reach $115 billion in 2025, but it has gained increased popularity at the festival, particularly as sports like Formula 1 take off as cultural phenomena in the U.S.

At Stagwell’s annual “Sport Beach” at Cannes, the tech and innovation track examined how technology is changing consumer interaction with sports, such as wearables, augmented reality and data analytics and visualization. That fusion of sports and technology is reshaping not just what fans experience, but how teams think, react and compete—allowing fans to become interactive participants and turning stadiums into smarter ecosystems.

Sports partnerships were also discussed in how they present unique opportunities to further build brand trust by putting your product (and subsequently your brand) right in front of customers. This helps showcase technology solutions that enhance the fan experience while meeting consumers where they are and presenting the opportunity to demonstrate confidence in a brand’s technology.

At Lenovo, we’ve experienced this firsthand through our multiyear partnership with Formula 1, one of the most technologically advanced sports in the world.

A Glimpse Into Future-Ready Marketing

The conversations, campaigns and collaborations at Cannes Lions proved that the convergence of AI, creators and immersive sports partnerships isn’t a trend—it’s a new playbook. To lead in this era, marketers can work to embed AI intentionally to enhance creativity and build trust, elevate creators as true co-developers of content and harness the cultural power of sports to drive brand relevance.

Cannes Lions is a powerful yearly reminder that bold, culturally attuned, tech-enabled storytelling is no longer optional—it’s the price of entry, and something I’ll take into the next year.

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