Cannes Lions 2026: Rosé, reality checks and the trends worth taking home

Opinion | Cannes Lions 2026

Lisa Morgan reflects on her first visit to Cannes Lions and her takeaways from the week.

As a first-time visitor, Cannes Lions is exactly what you expect: part industry summit, part spectacle, part endurance test.

There were the unforgettable moments: the organised chaos of La Môme’s street party, lunch overlooking the sea at La Guérite, conversations aboard yachts, and somehow finding yourself at yet another beach party wondering whether anyone in the industry actually sleeps.

But beyond the Instagram moments, something more valuable emerges. For all its excess, Cannes offers a concentrated view of where our industry is heading, what it is getting right, and the challenges we still need to solve together. It is one of the few places where senior leaders, new connections, big ideas and uncomfortable truths collide in the same week.

Yes, it is glamorous. Yes, it is faintly absurd at times. But it is also a rare opportunity to have senior-level conversations in one place, build relationships quickly, and be reminded of what remains exciting, creative, and ambitious about this industry.

That makes Cannes worth returning to, not just as a fixture in the calendar, but as a useful annual marker of where the market is, where it is going, and what it needs from us as leaders next.

So, what were my key takeouts from the week?

AI has moved from hype to infrastructure

AI has been a key topic for the last few editions of Cannes. But this year, the conversation has shifted from “Should we use AI?” to “How do we use AI responsibly and effectively?”

AI is now embedded in media planning, creative production, measurement and optimisation. And ultimately, the takeaway from across panels is that the winners will be those who combine AI efficiency with human creativity and judgement.

Creativity is becoming the ultimate competitive advantage

Meanwhile, as AI makes content faster and cheaper to produce, distinctive creative ideas become even more valuable. Brands have become over-optimised and, in some cases, under-inspired.

Across Cannes, we saw constant reminders that emotional storytelling still has the power to outperform algorithmic efficiency.

The creator economy has become mainstream marketing

Influencers have evolved into creators, entrepreneurs and media businesses. The focus is shifting from one-off campaigns to long-term partnerships, community building and creator-led commerce.

So one key takeaway is that trust and authenticity are now central to effectiveness.

Retail media is growing up

Another insight from the week is that retail media is no longer just a lower-funnel performance channel. Brands are increasingly using retailer data and commerce platforms to build brand equity and drive sales.

All in all, it means creativity, first-party data and commerce are becoming much more closely connected.

Human connection still matters most

Despite all the technology on show, relationships remain the industry’s biggest competitive advantage. Business is still built on trust, whether through partnerships, collaboration or face-to-face networking. In a world of AI and automation, being together in person has arguably never been more valuable.

Cannes gives the industry something it badly needs from time to time: perspective.

In the day-to-day pressure of targets, restructures and constant change, it is easy to lose sight of what makes this industry great. Cannes brings together smart, driven and creative people who care deeply about moving the industry forward. That matters. So does the chance to hear the latest thinking while tackling shared industry challenges.

That said, Cannes does prompt an important conversation about value. At a time when many businesses are navigating tighter budgets, organisational change and increased commercial pressure, it’s understandable that the scale of investment attracts debate. The real question isn’t whether Cannes is worth it, but how organisations maximise the return.

For those attending with clear objectives to strengthen client relationships, build new partnerships, learn from the industry’s best, and bring fresh thinking back into their businesses, the value can be significant.

But, like any investment, it should be measured by the impact it creates long after the rosé has been poured. It’s also a timely reminder that, as an industry, we should continue to look at how events of this scale can evolve to reduce their environmental impact while preserving the unique opportunity they provide to bring the industry together on a global scale.

For all that, I left my first Cannes feeling positive. Behind the parties, the yachts and the Riviera polish, Cannes remains a powerful reminder of what is great about this industry, and of the responsibility we all share to make it even better.

Lisa Morgan is managing director at Generation Media. Read her monthly column for The Media Leader on the first Thursday of each month.