Last year at Cannes, AI was the headline—full of promise, panic and plenty of speculation. This year? The surprise was how little anyone talked about AI itself.
John Kenny, Chief Strategy Officer at EVERSANA INTOUCH, unpacks this shift in his recent article, “Influencer in the Loop: Branding, AI and the Growth of the Creator Content – Lessons from Cannes 2025,” published by PharmaLive.
AI wasn’t absent—it was everywhere. But instead of debating what it might do, brands and agencies are now focused on how to actually use it.
“There was less TALKING ABOUT AI and more WORKING WITH AI.” – John Kenny
AI is collapsing production costs and timelines, and leveling the playing field for even the smallest pharma brands. But with that comes a new challenge—standing out in a sea of hyper-personalized content.
John explores how AI is becoming embedded in the creative process, how influencer and creator content are evolving and how new agency models are emerging to keep pace.
Read the full article on PharmaLive to learn how creators, brands and agencies are adapting to this new era of influencer-driven, AI-enabled marketing.
Want more Cannes takeaways?
Join us for an exclusive webinar on Tuesday, July 8 from 12:00–1:00 PM EST, featuring Susan Perlbachs, Chief Creative Officer and John Kenny, Chief Strategy Officer, as they unpack even more insights from the festival. Reserve your spot here.