Marketers have a clear idea of what channels deserve their energy, like AI ad spending, retail media, and influencer marketing. So instead of heading into Cannes Lions with concerns on where to invest, they're more focused on how to make those investments work.

• Some 38.7% of US marketers say that while creative is important, measurement gaps prevent it from meaningfully influencing investment decisions, according to a February EMARKETER and Perion survey.

While the Cannes Lions is rooted in creative recognition, this year it will also be “a forum for answering a more commercial question,” said Gemma Spence, CEO of marketplaces at VML.

“How do brands win in a world where discovery, decision-making, and commerce are increasingly shaped by AI, data, and connected ecosystems?” she asked.

Beyond the channel debate

Consumers don't consciously decide to engage with retail media, connected TV (CTV), or influencer marketing, said Eric Kozik, interim president and CEO of GSTV. Instead, marketers need to understand the behaviors and moments that shape purchase decisions.

“I think the bigger question underneath all of it is whether we're spending too much time talking about channels and not enough time talking about consumer behavior,” he said.

What’s on the Cannes agenda

Cannes Lions expanded several categories this year, reflecting the industry's evolving priorities.

The festival introduced the Creative Brand Lion, which rewards long-term brand building over individual campaigns, and added AI Craft categories across several award tracks.

After introducing retail media awards last year, Cannes Lions is expanding the category with Media and Creative Commerce Lions, recognizing creativity in both strategy and data usage.

AI and measurement are the two biggest causes of disruption, said Spence.

“Across all of these topics sits a growing concern around trust, governance and brand safety,” said Spence. “As AI-generated content proliferates, marketers are increasingly focused on how they protect brand reputation whilst continuing to innovate at speed.”

Putting strategy into practice

The debate is no longer whether retail media deserves investment, but who owns it within an organization and how it should be integrated into broader marketing efforts, said Spence.

A similar shift is happening in influencer marketing. Marketers largely accept that creators can drive results, but questions remain around partner selection, measurement, and long-term strategy, said Jenny Penich, president of North America and global CMO of Influencer.

Social commerce reflects the same shift, having become more than just a channel for marketers to watch, said Penich.

• TikTok Shop retail ecommerce sales will grow 48.0% this year to reach $23.4 billion, EMARKETER forecasts.

“The challenge isn't convincing brands that this shift is happening,” she said. “It's helping them adapt their strategies to capitalize on it.”

As channels like influencer marketing mature, marketers are increasingly focused on how they fit into the broader media mix. Growing investment also brings higher expectations for accountability, said Penich.

“I expect Cannes conversations around technology, analytics, and marketing science to help move the industry forward on those questions,” she said.

Chasing proof over theory

Marketers attending Cannes Lions are increasingly looking for practical guidance. Instead of hypothetical terms, attendees want “clarity, not theory,” said Spence.

“What they're seeking are practical examples of what is actually working, how leading brands are adapting, and which partners can help them accelerate transformation,” she said.

That demand rests on a clearer understanding of what actually influences consumer behavior and drives business outcomes, said Kozik.

“Measurement will continue to underpin all of it, but the conversation isn't about getting another report,” Kozik said. “It's about accountability.”