EY Studio+

Cannes Lions International Festival of Creativity 2026, on the back of a napkin. One theme kept coming up throughout the week: the conversation around AI is shifting. Everyone has it, everyone is using it. There is now no barrier to any Marketer creating abundant content. For many organisations AI represents a further loss of control of the customer journey to answer engines and influencers. In this environment trust is harder to earn. The real differentiator in your offering is not AI alone. It will be how well your organization can combine AI, human ingenuity and strong customer fundamentals (e.g. empathetic insights, a differentiated customer value proposition, deep understanding of customer lifetime value etc) to stand out. The first chapter of AI was about efficiency. The next chapter will be about growth and differentiation. #ShapeTheFutureWithConfidence EY Studio+

At Cannes this week, one conversation keeps surfacing: the growing tension between AI and trust. There’s tremendous excitement about AI. In fact, nearly 80% of people are looking to AI for greater efficiency and productivity. Yet at the same time, more than 90% are fact-checking AI-generated information, and fewer than half are comfortable sharing their data. That’s the AI trust paradox: people want the benefits of AI, but they are still deciding whether they can trust it. I’ve shared a few reflections in the video below. My key takeaway: trust can’t be an afterthought. The organisations that create the most value from AI will be those that build trust in from the start—through transparency, governance, security and responsible use of data. Technology may drive the transformation, but trust will determine how far and how fast we can go. EY Studio+ #CannesLions2026 #AI #Trust #ResponsibleAI #Data

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The power of fan moments has never been stronger. In sport, emotion has always been the starting point. What's changing is how data and Al help us understand those moments and turn them into more meaningful, more personal experiences. That's where the real shift is happening. The organisations that win will be the ones that use these insights to build relevance, deepen loyalty and create experiences people genuinely care about. #CannesLions2026 #ShapeTheFutureWithConfidence EY Studio+