There was a noticeable shift in tone at this year’s Cannes Lions Festival. Amid the usual buzz around big campaigns and bold storytelling, a quieter but more profound conversation was taking shape, that is the steady, almost practical takeover of ad production by AI.
Not long ago, the idea of machines crafting ad scripts or testing creative ideas in real time sounded like a gimmick. This year, it felt like the new normal. Executives from Meta and Qualcomm didn’t speak about AI in theoretical terms. They showed it in demos, dashboards, and real-world examples where algorithms helped teams go from idea to execution in hours, not weeks.
Agencies are starting to treat AI as a teammate. Not the kind that replaces anyone, but one that never gets tired of tweaking 37 versions of a headline or testing ad layouts across five demographics. The technology has reached a point where even small businesses can afford to experiment with artificial system tools, especially for tasks like ad personalization, voice-over generation, or basic A/B testing.
A big appeal of these tools is speed. Tight deadlines and limited creative bandwidth are constant issues in smaller marketing teams. AI is helping lift that pressure. A marketer doesn’t need to start from a blank screen anymore. The system suggests headlines, adapts visuals for different platforms, and even generates scripts tailored to audience data.
Of course, not everyone is sprinting toward the tech. There’s still a learning curve, and real concerns around originality and brand safety haven’t gone away. But what’s different now is the tone. It’s less “if” and more “how.”
“Creative teams aren’t losing their jobs to AI,” said Shama Mangla, a digital strategist who works with mid-sized agencies in Europe. “What they’re doing is cutting through the clutter. AI helps filter out the noise, and teams can focus on what resonates.”
Another sign of this shift is the kind of PR coming out of tech and marketing companies. It’s no longer just product launches. Many are issuing press releases highlighting how their AI-powered platforms are improving production timelines, reducing spend, or boosting engagement metrics. As AI moves from being a feature to a core selling point, press release distribution is becoming a strategic channel, not just for media buzz, but for positioning.
Specialised press release services are also evolving. They’re not just pushing out standard announcements but helping shape narratives around innovation, ethical use of AI, and measurable impact, especially for companies trying to speak to investors, partners, or B2B buyers.
Back at Cannes Lions, the biggest difference was how quietly AI blended into the conversation. There wasn’t much hype. No dramatic predictions. Just a growing number of marketers who’ve accepted that if creativity is the engine, AI has quietly become the co-driver.
And while there are still questions about voice, tone, and human connection, one thing is clear: ad production is no longer what it used to be. And maybe that’s not such a bad thing.