Key Trends and Predictions for Cannes Lions 2024

As the Cannes Lions Festival of Creativity quickly approaches, some of the hot discussions that will shape future industry trends are bubbling up. With just a few weeks until showtime, agendas have been announced, communications plans are in motion and the pre-conference buzz already points to industry trends to watch for the remainder of 2024. 

Let’s dive into each of these trends.

Exploring the intersection of AI and creativity

Last year, we saw an initial wave of marked (albeit, timid) interest in discussions around AI; this year, AI is squarely on the agenda and integrated through every facet of the festival. Talks of nascent-stage, experimental solutions have transformed to discussions around how best to implement practical, real-world applications to achieve better business outcomes.

Just take a look at the new AI disclosure in the event’s jury process. The implementation of this disclaimer shows that AI is not only being acknowledged and implemented by the festival, but regulated in its use.

We anticipate we’ll see top industry leaders illustrate AI’s undeniable industry influence and progression this year, as many take center stage to debate and explore its impact on the creative process and its potential to accelerate innovation across creatives and communicators. I like to say — it’s an enabler, not the enemy. Adoption in AI is moving quickly, and it’s the creative professionals who are getting involved with it now — and investing the time to understand how to best implement it into their current workflows and comms strategies — who are going to see the most success in the long term.

Continued discussions on inclusion, purpose and sustainability  

The Cannes Lions Festival consistently demonstrates its commitment to diversity, equity, and inclusion (DEI), and this year is no exception. One of the noticeable changes in 2024 is the introduction of an option for award candidates to share their responses to sustainability and DEI questions with the jury. This step aims to promote transparency and encourage those who have made progress in these areas through their creative comms strategies to showcase their achievements. 

Separately, sustainability will be a more prominent theme at Cannes Lions in 2024. Ad Net Zero, for example, will be leveling up its festival presence to focus discussions on reducing the advertising industry's carbon footprint. 

These developments at Cannes Lions 2024 suggest a renewed, recentered focus on incorporating inclusive and sustainable elements into every aspect of the creative process—from ideation to execution. As communicators prepare to attend Cannes and take away key lessons to help inform their 2H planning strategies, authenticity and transparency in communications are no longer “nice to haves”; they’re critical. 

Awards will be won for campaigns that measurably move businesses forward 

Today’s business environment requires a laser focus on quantifiable results. Winners will showcase the direct and indirect effects of their campaigns on crucial business goals, moving beyond conventional metrics like reach, impressions, and clicks. This requires a sophisticated approach to measurement, aligning metrics with the organization's broader goals and strategies. 

As these trends shape the future of marketing and PR, the festival serves as a pivotal platform for industry professionals to showcase their innovative campaigns, engage in meaningful discussions, and set new benchmarks for excellence. Cannes Lions 2024 promises to inspire and drive the advertising, marketing and communications industries forward.