Artificial intelligence dominated the conversation at the 2025 Cannes Lions International Festival of Creativity, where the world’s most influential brands and creative leaders gathered to debate not just the “how” but the “why” of AI in business. The focus was clear: AI isn’t just a tool for automation—it’s a catalyst for creativity, growth, and competitive advantage. Jessica Sibley, CEO of TIME, set the tone with her statement:

“Don’t let AI happen to you, let AI happen for you.”

This proactive mindset was echoed throughout Cannes, where the world’s most recognized companies showcased how AI is reshaping everything from storytelling to sales, and why those who lead—not follow—are reaping the biggest rewards.

AI as a Foundation for Brand Innovation

The world’s largest brands are no longer experimenting with AI—they are scaling it across their organizations. In 2025, over 85% of Fortune 500 companies are actively integrating AI solutions into their operations. These companies have moved beyond pilot projects, embedding AI into daily workflows, creative processes, and customer interactions.

AI Budgets and ROI

Investment in AI has soared: AI now accounts for 12% of IT budgets among major corporations, with some allocating up to 15%. The return on these investments is substantial. According to an IDC study, businesses are achieving an average ROI of $3.70 for every dollar spent on generative AI, driven by improved employee experiences, enhanced customer interactions, and streamlined operations.

Real-World Examples: How Leading Brands Are Using AI

Retail and Consumer Goods

Amazon and Walmart are setting the pace in retail, using AI-powered recommendation engines and dynamic pricing to personalize the shopping experience and optimize inventory. These capabilities directly boost conversion rates and drive sales growth. For instance, Amazon’s AI-driven product suggestions are credited with generating up to 35% of the company’s total sales.

Nike leverages generative AI to design and localize creative campaigns for global audiences. The brand uses AI to analyze social trends, generate campaign visuals, and even create personalized video content for its loyalty program members, leading to higher engagement and increased repeat purchases.

Media, Technology, and Entertainment

Netflix employs AI to generate personalized video previews and recommend content, a strategy that has helped reduce churn and increase viewer satisfaction. AI-driven content curation ensures that each user’s homepage is uniquely tailored, contributing to Netflix’s industry-leading retention rates.

TIME has embraced AI not only for content creation but also for protecting intellectual property and forging new partnerships. By using AI to automate video editing and analyze audience data, TIME delivers more relevant stories and monetizes new digital opportunities.

Advertising and Creative Production

Coca-Cola is a standout in AI-powered advertising. The company uses generative AI to create localized video ads and tailor social content for different markets. AI-driven campaign optimization has led to measurable lifts in both brand awareness and product sales, with Coca-Cola reporting double-digit growth in digital engagement metrics.

L’Oréal utilizes AI for both product innovation and marketing. AI-powered skin diagnostics help consumers find the right products, while automated video tools create personalized beauty tutorials, increasing conversion rates and customer loyalty.

Enterprise Productivity and Operations

AT&T has automated IT and HR tasks with AI, providing employees with instant answers and freeing up time for higher-value work. This has led to increased efficiency, improved work-life balance, and reduced operational costs.

Michelin deployed an in-house generative AI chatbot called “Aurora,” boosting productivity tenfold by helping employees optimize work and team performance.

BNY Mellon relies on GitHub Copilot for software development, with over 80% of its developer community using it daily. This has accelerated code development and streamlined workflows, directly impacting the speed of innovation.

AI in Video and Creative: The New Standard

AI-generated video is becoming the norm for the world’s most influential brands. Synthesia, a leading AI video platform, now counts 60% of Fortune 100 companies among its 50,000+ customers. These brands use AI to:

  • Automate video production for product launches, training, and marketing.

  • Localize content for global audiences without costly reshoots.

  • Transform customer testimonials into compelling, on-brand video stories.

This shift allows brands to produce more content, faster, and at a lower cost—while maintaining creative quality and consistency.

Scaling, Governance, and the Human Element

As AI becomes more deeply embedded, leading companies are investing in robust infrastructure and ethical frameworks. TIME’s focus on protecting intellectual property, building strategic partnerships, and monetizing AI-driven opportunities exemplifies how brands are balancing innovation with responsibility.

A McKinsey report highlights that while many companies are still in the early stages of AI adoption, the most successful are those with a bold, inspiring vision for AI’s role—not just a defensive plan to “fight fires”. These organizations empower employees to use AI as a “superagency,” unlocking new levels of creativity and productivity.

The Sales Impact: AI as a Revenue Engine

The business case for AI is clear: it’s a direct driver of sales and growth. Companies deploying AI at scale report:

  • 10–20% increases in sales conversion rates through personalized recommendations and targeted marketing3.

  • Dramatic improvements in customer satisfaction and loyalty, leading to higher lifetime value.

  • Significant cost savings and efficiency gains, freeing up resources for innovation and expansion.

Conclusion: Cannes and the Future of AI-Driven Brands

The 2025 Cannes Lions Festival made it clear that AI is now the foundation—not just the future—of brand success. As Jessica Sibley urged, the world’s most iconic companies are choosing to shape AI’s impact, not simply react to it. With strategic investments, creative ambition, and a commitment to ethical innovation, these brands are setting the standard for what’s possible in the age of intelligent business.

The message from Cannes is unmistakable: those who lead with AI will define the next era of growth, creativity, and cultural relevance.