Cannes Lions 2026 recap: Creators rise, AI matures, and brands rewrite the playbook

Cannes Lions 2026 spotlighted a creator-led, AI-infused shift in brand marketing: hundreds of creators attended, AI moved from hype to practical use with the debut of the AI Craft subcategory, and CMOs and holding companies chased measurable, commerce-driven partnerships; indie creator studios and high-profile activations added energy as agencies redefined engagement beyond awards.