Virat's blog: The four conversations defining today, shaping tomorrow
The author writes about what he's looking forward to at Cannes Lions 2026.
Its Cannes Lions time again. It is always the arena to look beyond geographies and understand the forces shaping the future of branding and marketing. As I prepare to attend Cannes Lions 2026, I believe this year will be about relevance and reset. We are at a crossroads that is mired with economic volatility, geopolitical reset, dominance of new tech and the rise of creators like a phoenix.
Against this backdrop, I look forward to four conversations, that I feel will define this year’s festival and perhaps the future of marketing. The conversations are not merely about emerging trends. They are about how brands remain relevant, distinctive and impactful in an increasingly complex world.
The festival is always about celebrating the power of creativity. But the definition of creativity itself is evolving. Marketing is moving from amplification to accountability. This year, the expectation is not just to see great ideas, but to understand how those ideas are built, scaled and sustained. The conversations, the work and ultimately the winners are likely to point in one clear direction: Ideas are no longer judged solely by how bold they are, but by how effectively they create meaningful value for consumers, culture and business.
AI move from craft to control Artificial intelligence will undoubtedly dominate conversations at Cannes Lions 2026 but perhaps not in the way many expect. The question is no longer whether AI will transform advertising. It already has. AI is no longer a differentiator. It is becoming infrastructure.
Advertising has always depicted real society and aimed at nativity and immersion into everyday life. And AI has artificiality at its core. The winners will be brands that combine technological capabilities with human imagination, empathy and cultural understanding. And not flood media with personalised artificialism. Soon, every brand, agency and creator will have access to similar AI capabilities. The competitive advantage, therefore, will not come from access to AI, it will come from access to deeper human understanding. As AI makes execution faster and cheaper, originality becomes more valuable. Technology may automate execution, but imagination remains a uniquely human advantage.
The creator economy rises like a phoenix
The creator economy is no longer an extension of media. It is rapidly becoming an entirely new model of influence. Creators today are not just content producers or influencers. They are entrepreneurs, community builders, media platforms and increasingly, brands themselves.
In many categories, consumers are now discovering, evaluating and forming opinions about products through creators long before they encounter traditional advertising.
For brands, this represents a significant shift. The future will belong to organisations that move beyond transactional partnerships and embrace creators as strategic collaborators.
At Hyundai, we have seen how creator-led storytelling can make innovation more accessible, relatable and culturally relevant. The most successful collaborations are those built on authenticity, shared purpose and long-term value creation rather than short-term visibility.
I look forward to seeing the ideas that stand out at Cannes this year, they are likely to reflect deeper collaboration. Work will be more fluid, more adaptive, increasingly co-created and measurable.
Creativity as a system
Cannes Lions has always rewarded standout campaigns. But as we approach the 2026 edition, the lens is expected to widen. The future belongs to brands that embed creativity into every part of the consumer experience not those that deploy it in periodic bursts. Technology has enabled always-on engagement. Consumers no longer experience brands through isolated advertisements; but they build relationships with brands.
This changes the role of creativity.
The strongest brands of the future will not be those producing the highest volume of content. They will be the ones creating clear identities, meaningful connections and lasting trust.
For automotive brands, this challenge is particularly relevant. As the industry advances through electrification, connectivity and intelligent technologies, success will depend on our ability to translate complex innovation into stories that consumers’ speak of trust and value.
Courage matters, more than ever
Perhaps the most important conversation at Cannes Lions 2026 will be about creative courage.
In an era of data, dashboards and performance metrics, there is a growing temptation for brands to play safe. Yet history consistently shows that breakthrough growth often comes from breakthrough ideas.
What consumers desire is not necessarily what they need!
The brands that stand out never followed established formulas.
Creativity remains one of the most powerful business tools available not because it wins awards, but because it drives differentiation, builds emotional connection and fuels long-term growth.
Cannes Lions 2026 is expected to spotlight how brands create and how they show up in the world. As audiences become more discerning, brands are expected to stand for something meaningful and participate in culture with authenticity. Creativity is about capturing, engaging and adoptions.
While Cannes Lions celebrates the world’s best creative work, its real value lies in identifying what comes next. Cannes provides a rare opportunity to step back, learn from diverse industries and explore the shifts that will shape consumer behaviour in the years ahead.
I look forward to engaging in conversations around AI, creators, brand building and creative courage. Because regardless of how technology evolves, one truth remains constant: brands that successfully combine innovation with humanity will be the ones that earn enduring relevance.
Looking forward to this microcosm of the very best storytellers that exist.
The author is head - marketing, Hyundai Motor India.