At Cannes Lions 2025, Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt, and Myralda Derks, Chief Customer & Business Intelligence Officer at L'Oréal, joined Duncan Southgate, Kantar’s Global Lead for Creative and Media, to explore how AI is reshaping the creative process. Their conversation reflected a broader industry shift: marketers are increasingly turning to AI-powered insights to navigate complexity, accelerate decision-making, and unlock new creative potential.
From predictive modelling to real-time content testing, AI is helping brands move faster and smarter—especially in a landscape defined by what Kantar calls “uncertainty on steroids.” As economic pressures and shifting consumer behaviours challenge traditional approaches, AI offers a way to balance agility with evidence, enabling marketers to respond to change with confidence.
The panel also touched on one of Cannes 2025’s key themes: the tension between brand building and performance marketing. AI-powered insights are helping bridge that divide, allowing creative teams to optimise for both emotional resonance and measurable impact. Yet, as Rodrigo and Derks emphasised, human creativity remains at the heart of great advertising. AI is not a replacement—it’s a powerful partner that enhances intuition, fuels experimentation, and brings clarity to the creative journey.
Curious how AI can elevate your creative strategy? Get in touch for a personalised demo of LINK AI on Kantar Marketplace today.