Cannes Lions isn’t just a festival. It’s a forecast.

Every June, the world’s most influential marketers, creators, and tech leaders converge on the French Riviera to answer one question: where is the industry going next?

This year, the answer was loud and clear. Across panels, beachside activations, private dinners, and a few late-night dance floors, two themes stood out:

1.  Authenticity vs. AI
2. First-party data and hyper-personalization

If you weren’t there—or if the rosé haze blurred some of the details—don’t worry. Here’s what you missed, and why it matters.

1. AI Is Eating the Workflow. Taste Is Still the Differentiator.

Let’s address the obvious: AI was everywhere.

But we’ve evolved past the novelty. The excitement this year wasn’t about what AI can do—it was about what humans still need to do.

From streamlining content operations to powering creative at scale, AI is making marketing more efficient than ever. But in a world where everyone has access to the same tools, the edge belongs to those who know how to use them with intention.

The result? A new creative battleground where taste, timing, and authenticity reign supreme.

 “This year is the wow to the how… Now it feels very real and the effects of using AI are coming through.”  — Alison Wagonfeld, CMO, Google Cloud

 “The AI conversation shifted… a deeper reckoning with what it means for how people connect, tell stories and navigate being human.”  — Emily Frager, FleishmanHillard

 “Whether you’re using AI, Shorts, livestreams, or long‑form video, what matters most is the connection you create. We’re building tools, not taking the stage. You are.”  — Neal Mohan, CEO, YouTube

Anyone can generate. Few can resonate.

The takeaway: AI is your engine. Authenticity is your brand.

2. First-Party Data Is the New Loyalty Card

As third-party cookies sunset and privacy expectations rise, brands are racing to reclaim control. The solution? First-party data—but not just any data. The kind that unlocks real insight, real timing, and real trust.

The best campaigns we saw at Cannes weren’t just creative, they were contextual. They spoke to real people at real moments, powered by a deep understanding of who they are and what they want.

 “Data is not just a tool for measurement, but a catalyst for storytelling, innovation, and growth.”— Ndeye Diagne, Chief Growth Officer, Kantar France

Personalization isn’t a perk anymore; it’s the price of entry. But delivering it well takes more than clever targeting or AI-generated messaging. It takes truth, and that truth starts with first-party data.

To create experiences that resonate, brands need real-time, real-world signals. Not rented audiences. Not inferred behavior. Actual intent.

Flowcode captures the highest-intent data in the marketing stack by connecting physical moments, like scanning a QR code, to digital engagement in real time. Whether it’s a fan at a stadium or a shopper in-store, these aren’t passive impressions—they’re deliberate choices.

And when someone scans, we don’t just know they were there—we know where, when, and over time, how they behave. That kind of context unlocks personalization at the moment it matters most.

It’s the difference between guessing and knowing. Between showing up eventually and showing up instantly.

At Flowcode, we live at the intersection of IRL connection and digital intelligence. The data we capture isn’t just high-quality, it’s high-intent. And that means brands can deliver smarter, sharper personalization right then, right there.

Why IRL Still Wins

For all the tech on display, one truth stood taller than the yachts in the harbor:

There’s nothing like being in the room.

Flowcode was proud to partner with The Female Quotient and 3C Ventures for a powerful slate of events, panels, and off-the-record conversations. These weren’t just networking opportunities; they were reminders of what makes marketing meaningful in the first place: real people, real presence, real moments.

In-person experiences aren’t just back—they’re becoming the most trusted touchpoint in a fragmented media landscape.

The Future Belongs to the Intentional

Cannes Lions 2025 was more than a pulse check—it was a marketing playbook for what’s next. If there’s one thing we’re taking home, it’s this:

• Automate what you can
• Personalize what you must
• Humanize everything else

We’re already applying these lessons at Flowcode as we build tools that bridge the digital and physical, helping brands turn real-world touchpoints into smart, personalized engagement.