Amy Lanzi, CEO of Digitas North America, says AI isn't saving ads. At the Cannes Lions festival, she warned that marketers are making dangerous promises about artificial intelligence. Lanzi argues that traditional CMO roles are outdated and suggests data-driven results are key.

"Publicis put out an ad before Cannes listing all the false promises being made about AI when it comes to advertising," Lanzi said. Her concerns echo those of many in the industry, who see the tech giants as major disruptors.

The conversation at Cannes was dominated by AI and creator economies—both seen as threats or opportunities depending on your perspective. Digitas sees a future where creators become small ad agencies, launching their own products with operational scale.

Lanzi’s message: embrace data analytics over empty tech promises. "We are seeing all kinds of partners offer wild things in the pitch process," she stated, underscoring the need for realistic expectations and sustainable business practices.