What are the key trends and takeaways from Cannes Lions 2025?

From AI and authenticity to the rise of the creator CEO, these are the big ideas shaping the future of creativity, as heard on the Croisette.

Cannes Lions 2025 felt like a festival in flux. Yes, there were still the yacht parties, beachfront billboards and branded rosé bars. But under the glitter and glow, the real conversations were different this year: more grounded, more urgent, and more human.

From AI and algorithm angst to the pressures facing independent creators, the Croisette buzzed with big questions: What does creativity look like in an age of automation? How do we build trust, not just attention? And what will it take to not just survive this moment – but shape what comes next?

Here’s our roundup of the biggest trends and takeaways from a week where creativity, tech, and humanity collided – and where the quietest voices sometimes had the most powerful things to say.

AI is not the enemy and is here to stay

Unsurprisingly, AI dominated the conversation, but the mood has matured. The sentiment was more about, “How do we work with it in a way that feels human and helpful?”

Creative entrepreneur Sun Yi, founder of Night Owls, put it succinctly: “If you’re a creative and you’re not adopting AI, you’re making a huge mistake. AI can’t replace artists, but it can power commercial art. That means learning to use it to sell yourself better, tell your story more clearly, or simply work faster.”

There was also a growing appetite for nuance and ethical adoption, resisting the binary of “AI good vs AI evil”. Lucy Guo, CEO of Passes, discussed the potential for creators to augment – not replace – their creativity.

That said, the rise of AI was also met with a quiet countercurrent: a renewed desire for genuine, in-person connections. Oleha Riden from startup Uberall noted, “Amongst the AI hype, there’s a huge appetite for more immersive, human brand experiences.”

Ala Ho, founder of AndHuman, agreed: “The moments that stuck with me weren’t on the main stage. They were in brand houses, attending side events, and engaging in long conversations. That’s where the future took shape – slowly and off-schedule. What stands out is the stuff with soul – the friction-filled, very human process behind it.”

Creators are the new cornerstone

Two years ago, the festival introduced creator and startup passes – and this year, you couldn’t miss the impact.

From keynotes to collaborations, creators weren’t just attending – they were driving the programming. But it’s still not an equal playing field.

Charlotte Stavrou from SevenSix Agency was invited to speak this year to unveil their 2025 Influencer Pricing Report, which revealed a 21.5% racial pay gap between black and white influencers in the UK, with persistent disparities linked to race, age, skin tone, disability, and hair type.

She also highlighted the strain caused by unrealistic brand demands – from faster turnarounds and shifting briefs to long payment terms, often between 30 to 120 days, leaving creators under disproportionate pressure.

“If you’re a creator, brand, agency or platform, use it to set better expectations, push back, and build something fairer,” said Stavrou.

Her call to action for the future? Openly share pricing frameworks – and move beyond diversity as a performative PR line.

Building Owned Audiences

One of Sun Yi’s most screenshotted slides read: “One email is worth 100 followers.”

He’s part of a growing chorus urging creators – especially underrepresented talent – to produce long-form content, such as newsletters, books, or podcasts.

“Most of the successful people aren’t the most talented,” he said. “They’re just the best at selling themselves.”

Sun encouraged all creatives, regardless of their medium, to stop relying on algorithms and start investing in community and long-form storytelling. “Short-form might get attention, but it’s long-form that builds trust.”

The Rise of the Creator CEO

There’s growing momentum for founders and leaders to build their personal profiles – not just their companies.

“Even in B2B, people want to connect with people,” said Sun. “It’s not about becoming an influencer; it’s about being visible in the right neighbourhoods.”

While authenticity has become something of a creative cliché, Sun stressed that it deserves a revival – not as a buzzword, but as a strategic tool for growth.

“Your weakness is your strength,” he said, sharing a personal story about undercharging clients early in his career – and how overdelivering helped him build a portfolio that attracted major brands.

Instead of trying to fix your faults, he advised: “Ask your closest friends and family: Where are my strengths? What are my blind spots? Then use those traits – even the uncomfortable ones – to stand out.”

The future looks bright for the intentionally human independents

Cannes Lions 2025 might have had the usual glamour and brand theatre, but a new narrative was emerging beneath it all. Cannes Lions judges saw 18% more submissions from independent agencies than in the previous year – a clear sign that smaller players are gaining ground and getting noticed.

What’s the real advantage going forward? Not just using technology – but using it to enhance what makes us human.

The creatives who show up, speak up and share what they know on their own terms are well-placed to shape what comes next.