At this year’s Cannes Lions Festival, one topic stood out in almost every conversation—AI in marketing. From global brands to creative agencies, everyone is talking about how artificial intelligence is changing the game. It’s no longer just a buzzword. It’s a core part of marketing strategies in 2025.

So, what exactly is changing and how can you use AI to grow your business?

Why AI is Taking Over Marketing

AI has been part of marketing for a while. But in 2025, we’re seeing a big shift. Marketers are not just using AI for analytics or automation—they’re using it to create content, personalize messages, and even generate ideas.

At Cannes, top CMOs shared how their teams are using AI to improve:

• Customer experience

• Creative campaigns

• Data-driven decision making

The goal? To be faster, smarter, and more connected to their audience.

Key Takeaways from Cannes Lions 2025

Here are three big trends that came out of the event:

1. AI is a Creative Partner

Will.i.am (yes, the musician and tech investor) compared AI to the early days of video games—rough around the edges, but full of potential. He encouraged marketers to experiment and be imaginative. AI isn’t here to replace creativity; it’s here to boost it.

2. Budgets Are Growing—but ROI is Still a Puzzle

Many companies are investing millions in AI tools. But not everyone knows how to measure the return on that investment just yet. The best advice? Start small, test what works, and scale from there.

3. Trust Still Matters

Even with AI in the mix, customers still want a human connection. Brands like Mercedes-Benz and Citi say that transparency and authenticity are key. If customers don’t trust how you use AI, they won’t stick around.

How You Can Start Using AI Today

Whether you’re a small business owner or a marketing manager, here are a few ways you can start using AI right now:

Use AI for Content Ideas

Try tools like ChatGPT to brainstorm blog topics, ad headlines, or social media captions. It saves time and can help you think outside the box.

 Automate Simple Tasks

AI can help with email marketing, reporting, and customer support. This frees up your time for more creative work.

Personalize Your Marketing

Use AI tools to send the right message to the right customer at the right time. Personalization can increase clicks, sales, and loyalty.

What This Means for the Future

The companies that win in 2025 will be the ones that:

• Blend AI with human creativity

• Invest in the right tools and people

• Keep customer trust front and center

This doesn’t mean you need a big budget or a tech team. It means being curious, open to learning, and willing to try new things.