Cannes Lions 2024: Influencers, AI, and Strategic Partnerships Take Center Stage

This year's festival highlights the growing influence of creators, the integration of AI in marketing, and significant deal-making opportunities.

Influencer agencies are gaining prominence, with predictions of potential acquisitions and deeper integration into media groups.
AI technology is being leveraged to enhance content creation and productivity, with a focus on transparency and responsibility.
Retail media networks and strategic partnerships are evolving, aiming for standardization and consolidation in a fragmented market.
Athletes and creators are increasingly controlling their narratives, leading to new commercial partnerships and brand engagements.
Investment bankers and private equity investors are expected to be highly active, with improved borrowing conditions fostering deal-making.