Highlights from Cannes

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Our Vision

BCG's presence in Cannes reflected our vision, “Agentic by Design, Engineered by Imagination.”

It captured a new paradigm for growth in the age of AI—where human creativity and intelligent design work as one, unlocking ideas, actions, and outcomes that neither could achieve alone. When these forces converge, brands act with autonomy, adapt with insight, and create with humanity.

Highlights from Cannes 2026

Turning AI Investment into Competitive Edge

Othman Bennis of L'Oréal Europe explains to BCG’s Leila Hamidou why AI investments succeed through local creativity, organizational adoption, and continuous upskilling.

Turning AI Investment into Competitive Edge

Turning AI Investment into Competitive Edge

Othman Bennis of L'Oréal Europe explains to BCG’s Leila Hamidou why AI investments succeed through local creativity, organizational adoption, and continuous upskilling.
How Businesses Are Capturing the Most Value from AI

How Businesses Are Capturing the Most Value from AI

AI is revolutionizing workflows and creating new opportunities for business partnerships, says Ruba Borno of AWS. It’s also enabling hyper-personalized ad monetization with incredible precision.
Be Bold When Implementing AI in the Marketing Function

Be Bold When Implementing AI in the Marketing Function

IBM’s Jonathan Adashek talks with BCG’s Russell Dubner about IBM's AI implementation and offers critical advice for anyone who’s still hesitant.
What AI Growth Leaders Need to Get Right

What AI Growth Leaders Need to Get Right

Luke Harries of ElevenLabs and BCG’s Federico Fabbri discuss security, new tech jobs, and why focus should be on compounding AI systems rather than one-offs.
Connecting the Dots Across Commerce

Connecting the Dots Across Commerce

Pacvue CEO Rahul Choraria discusses why brands need connected infrastructure to navigate fragmented channels and make every marketing dollar accountable.
Shifting from Technology-Led Experimentation to Strategy-Led Transformation with AI

Shifting from Technology-Led Experimentation to Strategy-Led Transformation with AI

To harness the power of AI, Unilever’s Debora Koyama says businesses should identify areas of growth where AI will matter most and concentrate resources behind those priorities.
Winning Attention with Creativity and AI

Winning Attention with Creativity and AI

Lotte Jones of Caliber explains why surprise, authenticity, and AI belong in the same creative toolkit as brands compete for attention.
For AI Transformation Success, Focus on How Teams Work

For AI Transformation Success, Focus on How Teams Work

Using AI to reinvent their team’s work processes, Reckitt’s Elaine Rodrigo and Bastien Parizot are seeing more effective daily operations, plus insight-generation efficiency jumping 70%.
Finding the Signals That Matter

Finding the Signals That Matter

BCG's Rema Vasan explains how AI helps leaders uncover meaningful customer behaviors and turn them into actionable business decisions.
AI Adoption Starts with People

AI Adoption Starts with People

Lenore Lang of Salesforce and BCG’s Bryan Gauch discuss why leadership support, employee curiosity, and high-value use cases are key to successful agentic AI adoption.
The CMO-CIO Relationship Is Key to Delivering on AI

The CMO-CIO Relationship Is Key to Delivering on AI

CMOs are realizing data aggregation is critical to achieving their AI goals. Desiree Motamedi of Salesforce and BCG’s Jessica Apotheker say CIOs can offer solutions.
Marketing’s AI Golden Age

Marketing’s AI Golden Age

BCG’s Parul Bajaj, Lauren Taylor, Mark Abraham, and Lauren Wiener discuss how AI is reshaping marketing through stronger strategy, creativity, and talent.
Humans Still Give Businesses Their Edge

Humans Still Give Businesses Their Edge

Technology becomes a commodity, says Olga Osminkina-Jones of Flora Food Group and BCG’s Yotam Ariav. It takes people to bring a company’s AI vision to life.
The Human Skills Behind AI-Driven Marketing

The Human Skills Behind AI-Driven Marketing

LinkedIn’s Jessica Jensen shares why curiosity, humility, and experimentation are essential for marketers learning to use AI tools and systems.
Rethinking Work Models for a More Flexible Future

Rethinking Work Models for a More Flexible Future

Christian Wohlrab of deskbird explains how giving teams greater flexibility, aligning on ways of working, and leveraging workplace technology can boost productivity and satisfaction.
AI Doesn’t Come in a Box

AI Doesn’t Come in a Box

Jason Day of Luma AI and Nicole Meissner of BCG X explain why scaling AI requires customized solutions, experimentation, and a clear understanding of what makes a brand unique.
A New Marketing Playbook for the AI Era

A New Marketing Playbook for the AI Era

BCG’s Jessica Apotheker explains how changing consumer research behaviors are increasing the need for marketers to focus on stronger consumer insights, content capabilities, and analytics.
Key Findings from BCG’s 2026 CMO Survey

Key Findings from BCG’s 2026 CMO Survey

Fifty percent of CMOs report making AI investment decisions, putting them in the driver’s seat. BCG’s Mark Abraham discusses what marketing leaders are doing differently.
CROs Are Making AI Operational

CROs Are Making AI Operational

Stephen Frieder of Adobe Enterprise and BCG’s Federico Fabbri discuss how AI is helping companies better serve customers, operate more efficiently, and unlock employee-driven innovation.
Avoiding Brand Drift in the AI Era

Avoiding Brand Drift in the AI Era

As content creation accelerates, Rachel Thornton of Adobe Enterprise discusses how companies can scale creative output while staying true to their brand with BCG’s Janet Balis.
Where AI Delivers Growth

Where AI Delivers Growth

BCG experts share what sets AI leaders apart—from workflow orchestration to data activation—and how those choices make a difference.
How to Realize AI’s Full Marketing Potential

How to Realize AI’s Full Marketing Potential

Chipotle CMO Fernando Machado talks to journalist Manveen Rana about ensuring brand integrity while getting the best from AI.
How CMOs Can Become Strong CEOs

How CMOs Can Become Strong CEOs

Said Differently CEO Linda Boff talks with BCG’s Sarah Hofstetter about why CMOs make good CEOs, and the qualities needed for a smooth transition.