KEY TAKEAWAYS:
The proliferation of AI content has pushed people to demand more human-curated content, contrary to initial outlooks.
AI was a significant talking point during the recently concluded Cannes Lions, with experts calling for its responsible use.
Today’s topic is going to be a bit different, and it starts with a quote from Larry Page.
“Artificial intelligence would be the ultimate version of Google. So, we have the ultimate search engine that would understand everything on the Web. It would understand exactly what you wanted, and it would give you the right thing.”
As it turns out, AI has been in Google’s pipeline since the days of Google’s co-founder (or should I say “one half of Google”). His vision culminated in Gemini, which has grown into one of the most widely used AI models today.
You’d think that AI would be the norm moving forward, but there’s been a lot of resistance lately. People are chastising Google for not offering a way to opt out of AI-powered search, even moving to search engines that do. A similar sentiment exists in AI in general.
Then, when this year’s Cannes Lions came around, it became clear. Instead of introducing humans to an AI-dominated future, it’s pushing them to keep in control. There’s so much AI content on the Web today that people want genuine human experiences. Whether you’re a marketer or a publisher, this is a trend you must take note of.
Being Seen Isn’t Enough
If you’re a regular on this blog or our newsletter, you see that we talk a lot about AI visibility. Create more “helpful, reliable, people-first content (as Google would say),” build authority in your industry or niche, ensure search engines can index your content—the works. These tips are far from guarantees, but since when did SEO have one?
But once your brand appears in AI search, what’s next?
Being seen isn’t the same as being chosen; at least, that’s the takeaway from Havas’s study. The Paris-based marketing giant highlighted the importance of being desired in addition to being visible. Based on data from over 90,000 inputs, it found that desired brands greatly outperform those that aren’t. They deliver: (1)
But for Mark Sinnock, Havas’s global chief strategy officer, the biggest problem right now is indifference. Over 80% of the brands studied suffered from a “desire deficit,” achieving just less than two-thirds of their potential. To quote his statement in a press release: (1)
"Being seen is not enough. You must be desired. In a world where optimization is increasingly automated, creativity is what creates connection, builds desire and drives growth. Technology may amplify brands, but desire gives them gravity.”
On that note, AI-generated low-effort content is anything but desirable. Any brand that’s guilty of this will be visible in search but for the wrong reasons. Human creativity will be more important than ever in marketing.
Case in point: Anthropic.
During the event, two of its Super Bowl ads won the Film Lions Grand Prix award. Long story short, the minute-long ads showed people how awkward it would be for AI to have ads. You can watch the commercials here. (2)
The campaign saw success. CNBC reported that Claude’s daily active users increased by 11% during the Super Bowl—compared to 2.7% for ChatGPT and 1.4% for Gemini. More than that, it triggered a reaction from OpenAI CEO Sam Altman, posting on X criticizing his rival’s ads for being “deceptive” and “clearly dishonest.” (3)
Nevertheless, Film Lions jury president Pelle Sjoenell praised the ads for being unafraid to answer the hard questions. He commented: (2)
“The risk was profound, the execution immaculate, and it reshuffled the perceptions in the most consequential technology race of our age.”
TL;DR: Even if consumers see a brand, they can still choose to ignore it if it’s not to their liking. Ensure your brand has a plan once it’s seen in search, preferably one crafted with human ingenuity rather than AI slop.
Creators are Leading the Drive
Long before AI, we’ve been taught never to believe everything we see on the Internet. That lesson wasn’t always followed, and it only worsened as AI-generated content flourished.
Let me put it this way. Do you think this post is AI-generated?
AI helped me with the research, but the writing’s all my own. That said, not everyone will believe it and might even run it through an AI detection tool like Originality. The problem is that the accuracy of these tools varies wildly, with false positives impacting the outcome. It’s hard to take my word for it, but so is taking the AI tool seriously.
And as AI content proliferates, demand for authenticity rises. It’s no longer a matter of how much topnotch content you can pump out but rather how much your customers trust you.
Cannes Lions provided a solution: if you don’t look credible enough, find someone who is.
As such, the event became a hotbed for content creators. They dominated the space, not just with a strong attendance but also their prime position in today’s marketing economy. To quote a McKinsey report: (4)
“The creator economy has evolved well beyond influencer marketing. Podcasts have become the new talk shows. Nano-creators are outperforming celebrity reach in many categories. Increasingly, creators aren’t just building awareness—they’re shaping the full funnel—across discovery, consideration, driving conversion, and building loyalty.”
However, the same report also highlights a major roadblock. Up until today, collaborations often don’t put the brand and content creator on equal footing. The latter is still treated as an ordinary customer rather than a strategic partner. Any brand that wants to succeed has to update its mindset and, eventually, its marketing approach. (4)
You don’t have to look far for examples. One that best exemplifies this is Twitch.
More than a place to watch streamers, Twitch is also where people join in on the streamers’ fun. They feel a part of the wins and fails instead of watching from a distance. Mike Minton, chief product officer for Twitch, stated: (5)
“When people participate, they stay longer, spend more and bring friends. People come for the content, but they stay because they feel like they’re part of something.”
TL;DR: When people don’t believe your brand’s authenticity, partner with a content creator. Their reach and genuine performances can help vouch for your brand. That said, it pays to treat them as equals rather than just another customer.
Misinformation Kills
A controversy marred the previous Cannes Lions when it was discovered that a Grand Prix winner doctored its entry. The investigation revealed that it used false testimonies, altered news footage, and—more importantly—AI-generated content. As a result, the awards and entries were withdrawn, and the entrant’s leadership stepped down in shame. (6)(7)
No such thing happened this year because it served as a cautionary tale for the industry at large. In fact, among the attendees was Charlotte Scaddan, senior adviser on information integrity for UN Global Communications, whose talk centered around the threat of dis- and misinformation. Sadly, she said that the world is “insufficiently prepared.” (8)
Data source: United Nations Global Risk Report 2024
With AI making content creation easier, fake news and other forms of misinformation can spread as easily as helpful content. Coupled with content focusing more on saving time than on prioritizing consumer well-being, the risk of harm is real—not only to consumers but also to the business and its reputation. (9)
The consequences are worse for those in Your Money Your Life (YMYL) industries such as finance and healthcare. AI models are prone to hallucinations due to how they gather and process data, but you can’t afford to hallucinate when people’s well-being is at stake.
And while you know better than to trust AI too quickly, what about everyone else?
This is why we never, ever take whatever AI puts out at face value. Keynote speakers other than Scaddan agree that taking action doesn’t necessarily involve giving up AI. Instead, it should be paired with other solutions like:
Promoting transparency in every facet of the business
Ensuring easier access to evidence-based information
Saying no to addictive content design (e.g., doomscrolling)
Placing safeguards to protect people from algorithmic harm
Building digital spaces that promote genuine content
TL;DR: Don’t be like the guy who impersonates a VIP using deepfake or generates fictional court cases using AI. Use the technology responsibly by ensuring you remain in control of what comes out. Above all else, stay true to the facts.
References:
1. “Havas unveils new proprietary research ‘The Science of Desire’, redefining growth in the age of AI,” Source: https://www.havas.com/wp-content/uploads/2026/06/eng_cannes_2026_pr.pdf
2. “Final winners announced for Glass: The Lion for Change, Dan Wieden Titanium Lions, Film Lions, Sustainable Development Goals Lions and Grand Prix for Good,” Source: https://www.canneslions.com/news/final-winners-announced-for-2026
3. “Anthropic got an 11% user boost from its OpenAI-bashing Super Bowl ad, data shows,” Source: https://www.cnbc.com/2026/02/13/anthropic-open-ai-super-bowl-ads.html
4. “The real signals from Cannes Lions 2026,” Source: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/next-in-growth/the-real-signals-from-cannes-lions-2026
5. “Cannes Lions 2026: It Was Hot. The Creator Economy Was Hotter.,” Source: https://www.forbes.com/sites/jamiegutfreund/2026/06/28/cannes-lions-2026-it-was-hot-the-creator-economy-was-hotter/
6. “Cannes Lions Statement DM9 entries into Cannes Lions 2025,” Source: https://www.canneslions.com/news/cannes-lions-statement-dm9-entries-into-cannes-lions-2025
7. “DM9's Icaro Doria Departs Following Cannes Lions Controversy,” Source: https://www.adweek.com/agencies/dm9s-icaro-doria-departs-following-cannes-lions-controversy/
8. “Cannes Lions Takeaways: From AI and Creators to Misinformation and Cool Cabanas,” Source: https://www.hollywoodreporter.com/business/business-news/cannes-lions-2026-takeaways-ai-creators-misinformation-1236626784/
9. “Conscious Advertising Network Calls for a Reset on AI, Social Media and the Addiction Economy at Cannes Lions,” Source: https://roastbrief.us/conscious-advertising-network-calls-for-a-reset-on-ai-social-media-and-the-addiction-economy-at-cannes-lions/