Amidst the creative fervor of the 2024 Cannes Lions International Festival of Creativity, we had the privilege of engaging with advertising titan Jacques Séguéla. Following his enlightening talk at the Debussy Théâtre, Séguéla offered us an exclusive insight into the evolving landscape of advertising in the age of artificial intelligence.
The Intersection of AI and Creative Intelligence
Séguéla began by addressing the future of advertising with AI. “Artificial intelligence is a phenomenal robot that saves incredible time,” he stated. However, he was quick to point out that despite its longstanding presence, AI has yet to originate an idea. “It’s not about opposing AI but rather harnessing it as a tool for creative intelligence,” Séguéla emphasized. He believes that creatives should utilize AI to enhance their cognitive capabilities, not to replace them. AI should be a collaborator in the creative process, not a competitor.
The Essence of Advertising
During his conference, Séguéla described advertising as essential. “Ideas are what make the world go round, and every award-winning campaign starts with an idea,” he remarked. The challenge, according to Séguéla, is that in tough economic times, advertising tends to shift towards promotion, which focuses on price rather than creativity. This shift is detrimental to the industry, as it stifles innovation. He cited the automotive industry as an example, where advertisements have become indistinguishable due to their similar aesthetics and pricing. “The key is differentiation,” Séguéla asserted. “Creative intelligence must step in to redefine advertising.”
Jacques Séguéla’s perspective offers a compelling vision for the future of advertising. It’s a future where artificial intelligence and human creativity coexist, leading to groundbreaking campaigns that captivate and inspire. As we left the Debussy Théâtre, the echoes of Séguéla’s words lingered, challenging us to think differently about the role of technology in creative industries.
