Was AI a big topic at Cannes? Of course! But there has been a major change since last year. Last year, marketers were distinguished by naivety—big swings between unrealistically enthusiastic and overly fearful. This year, people are growing up. They have shed their naivety. The conversation focused not on “how wonderful” or “how awful” it is, but on “how do I use it as a tool to improve what I do?” Presciant consultant, Hecson Olguin, has summed it up.
