AI strategy and adoption

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.

At Cannes Lions 2026, 13,000+ marketing leaders from 92 countries gathered around a single question: Where does creative advantage come from once AI handles capacity?

This report argues that the advantage has migrated. It is no longer a technology problem. AI compresses production and testing, but it cannot decide what is worth making, how a brand should behave, or which investment deserves to scale.

Yapay zeka kapasiteyi devralınca rekabet avantajı nerede kalıyor? Marketing + Media Alliance, Cannes Lions 2026'yı Global, MEA ve Türkiye merceğinden okuyor.

Cannes Lions 2026'da 92 ülkeden 13.000'i aşkın pazarlama lideri tek bir sorunun etrafında toplandı: Yapay zeka kapasiteyi devraldığında yaratıcı avantaj nereden geliyor?

A commentary on the AI Adoption Study 25, examining why Türkiye leads the region in AI awareness yet a third of its marketing leaders report no clear vision or roadmap.