ROI on the Riviera: Cannes shifts from AI hype to AI returns | The Current

Even the biggest agencies in the world wasted years chasing AI hype. Now they're finally asking the question you should have been asking from day one: where's the actual return? At Cannes Lions thi

Even the biggest agencies in the world wasted years chasing AI hype.

Now they're finally asking the question you should have been asking from day one: where's the actual return?


At Cannes Lions this year, the conversation shifted. Less "AI can do everything." More "here's what AI did, here's what it cost, here's what came back." That's a meaningful change — and it matters for your business.

Because the dirty secret is this: most AI failures aren't about the technology. They're about buying a solution before identifying the problem. That tool collecting dust at $200/month? Nobody defined what success looked like before the invoice arrived.

The agencies now showing real ROI started small. One process. One measurable output. One clear before-and-after. Not a platform overhaul. Not a team restructure. Just a single use case with a number attached to it.


Here's your move this week: write down one task your team repeats every day that eats time but requires no real judgment. That's your first AI candidate. Nothing to buy yet. Just identify it.

One problem. One solution. One result you can measure in 30 days.


What's the AI tool your business bought that nobody actually uses — and what were you promised it would do?

#AIstrategy #BusinessGrowth #SmallBusiness #AIforBusiness

Original Source

As marketers move beyond AI's novelty, Cannes Lions conversations ... AI-powered marketing platform, WPP Open. Across the industry, agencies ...