Cannes Lions 2026: Top CMOs Reveal AI Strategies and Consumer Trends

In a series of exclusive interviews recorded at the Cannes Lions International Festival of Creativity, top marketing leaders from NBCUniversal, IBM, State Farm, Autodesk, and Coinbase shared insights on marketplace trends, AI, and reaching consumers. The conversations, featured on Variety's 'Strictly Business' podcast, highlight how major brands are navigating the evolving landscape.

AI Integration: From Efficiency to Transformation

Dara Treseder, CMO of Autodesk, cited research showing that 82% of people are comfortable using AI in their general lives, but only a third feel comfortable using it in their field. Meanwhile, jobs requiring AI skills have more than doubled. Autodesk recently announced a $350 million commitment to prepare the next generation for AI-era jobs in design, architecture, engineering, and manufacturing.

Cat Ferdon, CMO of Coinbase, emphasized that AI has been baked into the crypto exchange from the start. "Coinbase has been super agentic-forward," she said, noting they use AI to optimize everything across marketing. However, she stressed that AI accelerates creative outcomes but is not a replacement for human creativity.

Jonathan Adashek, Senior VP of marketing and communications for IBM, shared how Big Blue embraced AI in its own workflows. Their creatives were spending 80% of their time on derivative assets; AI reduced that to 40% and dropping. For the Sphere in Las Vegas, AI helped complete a creative project in two days instead of 15-16 days. IBM has used AI and automation to take $4.5 billion out of annual spend in three years.

Reaching Consumers Through Cultural Events

Mark Marshall (NBCUniversal) and Kristyn Cooke (State Farm) discussed their long-standing partnership. Cooke explained why events like BravoCon are crucial for reaching the next generation: "It's about connecting around shared interests and relationships. The audience is the story." State Farm evolved from creating branded spaces to creating memorable experiences that make fans feel something.

Marshall highlighted NBCU's plans for the 2028 Los Angeles Summer Games, noting that coverage will expand from 186 hours in Atlanta 1996 to nearly 8,000 hours in 2028. Fans can curate their own Olympic experience on Peacock, with a focus on storytelling—the human stories behind the athletes.

Key Takeaways

• AI adoption is accelerating, but there's a gap between consumer comfort and workplace readiness.
• AI boosts efficiency but requires human creativity for maximum impact.
• Cultural events like BravoCon and the Olympics offer powerful platforms for brand engagement.
• Storytelling remains central to connecting with audiences in an increasingly digital world.