Unlike the mistral wind that blew warm Mediterranean gusts over Cannes — upending beach umbrellas and tearing off temporary roofs on event spaces along the Croisette — the hot air around generative artificial intelligence didn’t seem to do much damage, despite the topic dominating most conversations at the Cannes Lions festival — along with growing frustration over the programmatic landscape.
In fact, AI’s ubiquity seemed to make itself noticed more in the email inboxes of attendees and the press, who were inundated by dozens of pitches and press releases promising this and that using AI. Most of it was in fact shallow appropriations of generative AI’s true potential.
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