When will AI do the school run?

In our second Speakeasier podcast of our new series, Asad and Shilpa talk about the overwhelming amount of talks about ‘integrated, earned, organic attention’ (yes, really), niche fandoms, AI and everything in between. 

Shilpa, Guddu and Asad on the mic

AI and its impact

A highlight for Shilpa was attending a panel discussion featuring Deepak Chopra. But alas, even meditation sessions aren’t immune to the impact of AI as Chopra guided attendees through a live meditation session, only for his business partner Poonacha Machaiah (co-founder and CEO of Cyberhuman.AI) to reveal it had been created by AI. 

Shilpa and Asad go on to unpack the impact of AI on the industry (who even are you if you didn’t have this discussion on the Croisette?). Shilpa argues that while tools have modernised, the essence hasn't drastically altered. They debate how AI might change strategic thinking, with Asad raising concerns about AI content lacking the human touch necessary for meaningful engagement.

Content Creation and influencers 

Cue much eye-rolling as they discuss the inordinate amount of attention paid to potential impact of content creators at this year’s Cannes. They attended a talk (albeit leaving 10 mins in) with the Kelce brothers and Hershey’s VP of Media & Marketing Technology to talk about the impact of authentic brand integration. Shilpa decided to leave after hearing the brand delivered a load of product to the brothers after they’d mentioned it on their podcast. This isn’t new thinking by any means but now it’s validated by ad-land it seems to have been given the ‘Emperor’s new clothes’ treatment. Anyone remember the days of KOLs and Linda Papadopoulos?! However, what is important here is the power of co-creation - something that earned attention specialists (god forbid we call them PR people) have appreciated for eons. 

The right to engage

Which brings us neatly onto the discussion around authenticity and ‘the right to engage’. We heard a lot about how brands can ‘tap into’ culture but we maintain that to do this authentically and credibly, brands need to have a right to engage, a reason to be speaking to specific communities and provide something that adds rather than extracts. 

Inclusivity and representation at Cannes

Switching gears, Asad and Shilpa examine the inclusivity witnessed at Cannes. Cannes Lions isn’t just about campaigns—it’s a cultural barometer. They praise the democratised nature of opinions in the digital age but also address issues like misinformation. Shilpa shares her hesitations about participating in such high-profile events, especially amidst global crises. They touch on DEI and the challenges it faces in gaining broader resonance, particularly among demographics that feel excluded from the conversations.

Future trends and changing norms

They imagine a future where the essence of Cannes might integrate more contemplative, non-digital experiences. They muse over the rise of experiential marketing trends and how future collaborations might veer towards more engaging and culturally sensitive approaches—where attendees leave feeling connected, not just impressed.