Our panel of experts look at what the biggest talking points will be on and off La Croisette this year…

As the industry descends on the Croisette once again, Cannes Lions 2026 promises a familiar mix of big ideas, bold claims, and behind-the-scenes reality checks. But beyond the buzzwords, which themes will genuinely shape conversations this year? 

To find out, ExchangeWire asked a panel of industry experts for their predictions. From the evolving role of AI and the rise of retail media and CTV, to renewed debates around creativity, measurement, and human connection, their insights cut through the hype to highlight what really matters on the ground in Cannes.

Julia Linehan, CEO & Founder, The Digital Voice™

The most talked about topic on La Croisette this year will be the smart orchestration of AI, retail media, and CTV – not as standalone buzzwords, but as an integrated, measurable force driving real business outcomes.

Everyone’s tired of shiny objects. The winners will be those proving how these channels work together to deliver influence, not just clicks. Expect heated debates on privacy-first measurement, creator-brand partnerships, and whether we’re finally moving beyond the hype.

My one piece of advice for those heading to Cannes: Prepare ruthlessly, but stay human.

Map your key meetings and parties in advance; Cannes waits for no one! Do leave space for genuine conversations as the real magic happens in the quiet coffees  and late-night chats. Hydrate, wear comfortable shoes, and remember: it’s a marathon, not a sprint. Pace yourself and you’ll come home with relationships that actually matter.  For our team and definitely for our client partners, who we look after all week, it is absolutely a real opportunity to get your voice heard. This doesn’t necessarily mean panel slots with ever decreasing audience numbers, but it does mean leaning into interviews, podcasts and video content that becomes evergreen content that keeps working long after you’ve returned from the Croisette.

Alex Springer, Director at Open Attribution

Generative AI has prompted us to look at creativity in a new light. The much-repeated idea that AI "removes the barriers to creativity" will certainly be amplified at Cannes this year, but we need to reckon with the practical reality of that statement. To dismiss creative skill as an important part of producing copy, imagery and video is ignoring the fact that the craft of creation is intrinsically tied to its quality - any writer will tell you the act of writing is where they develop their ideas.

Flinging a prompt into an LLM shortcuts this important process. This isn't "creativity set free", it is cutting human-centricity out of the process by paying for a knock-off version produced by a machine trained on work stolen from those very creatives.

In this context, the original aims of Cannes Lions are more relevant than ever. So my advice for those heading to Cannes Lions is to lean into the celebration of creativity, and the human connection that comes from it, by looking past the hype of the AI systems that poorly imitate those values.

Max Von Weber, Founder and CEO at adnomaly

What I expect from Cannes is a real feel for what's actually working in our industry right now, versus what's still hype or just headlines. For me, that means AI in paid media, the shifting balance between human oversight and platform automation, and how agencies and advertisers are restructuring their teams to adapt.

There's just something about the French Riviera that makes those conversations easier and more insightful - very different from listening to someone on a stage tell you what they've achieved. You get the unfiltered version, the parts that wouldn't make it into a keynote.

My advice is to use the time to meet new people, especially international ones - not just the faces you already know from every other event. Cannes is a rare chance to meet US and other international people, and that opportunity is easy to waste if you stick to your usual circle.

Leela Fallah, VP of Customer Success, Assertive Yield

If I were a betting woman, I’d take the over on the number of times I will hear “Agentic” and “AI” this week. It’s no secret that Agentic AI is going to become one of the most impactful technologies in programmatic advertising. Operational efficiency and unlocking new revenue opportunities is every organisation's main goal, and Agentic AI is going to automate repetitive tasks and make everyone’s day easier. Teams should be able to stay focused on strategic initiatives that actually drive incremental improvements, like building direct advertiser relationships or improving and developing premium content experiences that generate sustainable revenue.

Publishers have faced truly tough challenges as search engine algos and the rise of AI-generated content have devastated traffic patterns. Now everyone needs to make more with less. “AI is going to take my job”. Maybe. But if you’re able to automate repetitive tasks like yield optimization, reporting, inventory management, audience analysis, and campaign troubleshooting - then you can spend your time on growth through things that AI and machine learning can’t do.

The goal should not be to replace talented professionals, but to equip them with better tools. Five years ago something like Agentic AI would be a dream come true. Now it’s here - and we need to figure out how to make it a force multiplier.

Plan ahead and be clear on your objectives. At Cannes, you can find yourself with only a few minutes to have an important conversation, so it pays to know exactly what you want to achieve. Get meetings in the diary early, but leave room for flexibility, as some of the most valuable conversations happen in the moments you didn't plan for.

And don't forget to enjoy it. We’re fortunate to get to do business in one of the most beautiful places in the world, and the atmosphere naturally encourages positive, meaningful connections. Lean into those genuine human interactions. They’re often what people remember long after the event is over.

James Macdonald, Founder and CRO at Limelight

As the industry heads to Cannes, there will inevitably be a huge amount of discussion around AI and the impact it is having on every aspect of our business, from creativity and content to commercial strategy and audience engagement. Those conversations are important, but I hope they are balanced with a recognition that, however powerful AI becomes, it remains a tool. Its value depends on the people who build it, guide it and use it.

Cannes is, after all, a celebration of creativity, and creativity has always been fundamentally human. The fact that thousands of people continue to come together in person each year is proof that relationships, conversations and shared experiences still matter. I hope that remains front of mind throughout the week. AI will undoubtedly shape the future, but it is people who will determine what that future looks like.

If I had one piece of advice for attendees, it would be simple: enjoy it, make the most of those face-to-face conversations, and remember that the most valuable connections in our industry are still human ones.