Less hype, more action: Three trends from Cannes Lions 2025

After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it.

A front-row seat to innovation

Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization.

Three themes that defined the week

1. AI gets real

If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.”

While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks.

MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist.

“Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”

Budi Tanzi, VP, Product

2. Outcomes > impressions

Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact.

“By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.”

Chris Feo, Chief Business Officer

3. Curation isn’t just a tactic

Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance.

“Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers.”

Drew Stein, Managing Director, Audigent

Bringing the Cannes experience stateside

Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag.

Final takeaways

This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient.

If I had to sum it up?

• AI is progressing from abstract to application
• Curation beats clutter
• Partnership is power
• And everyone’s aligned around performance

We’re grateful to have been part of these conversations and even more excited about where they’ll lead next.

Let’s continue the conversation

If you’re exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk.

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