Cannes Lions Committee addresses the concerns on generative AI in a new report

Mind and the machine shouldn’t be an either-or in the context of creativity, states the Cannes Lions Report - 2023 State of Creativity Report.

The 2023 State of Creativity Report by Cannes Lions found that there is a real desire to deploy great creativity for growth, but a sense that uncertainty is holding everyone back. The survey was conducted by taking insights from over 2400 creatives and marketers in the industry. 

The survey further explains and dwells on the question “How can we harness its power rather than be threatened by it?”

According to the report, the biggest external challenges that hinder the process are Rising inflation and the cost of living, standing at 54%, Media and audience fragmentation at 47% and Understanding changing consumer habits at 45%. 

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On the other hand, internal challenges include Downward pressures on budgets (50%), Demonstrating the link between creativity and business growth (47%), and Convincing stakeholders to invest in creativity (45%). 

The authors of the report say, “AI is playing a much bigger role in the field of creativity. Our recommendation is to cautiously embrace AI. Mind and the machine shouldn’t be an “either-or” in the context of creativity. The best ideas come from the crossroads of creativity, technology and humanity,” 

The report’s results conclude that synergism will be the driving force behind groundbreaking creativity over the next few years. And the four top trends that emerged from the survey were: Mind Meets Machine, Elevate Short-term Tactics, Community Collaboration and Process for Progress. 

The survey suggests these actions be taken: Amplify human creativity by co-creating with AI, Inject more brand-building devices into your short-term activations, Collaborate more with the

creator economy and Enhance creativity with structure. 

You can access the entire report here: