A Friend Called Future | Inside June’s Biggest Ideas: Cannes, AI Avatars, Retail Media & More

This month, we’re diving into the future—from Cannes Lions to customer experience. Inside, we unpack key creative trends from Cannes 2025, explore how audiences are reacting to AI-generated humans in brand design, and share what we learned from the Future of Work stage. Plus: trend signals shaping what’s next in accessibility, retail media, and digital shopping behavior.

Cannes Lions 2025: The View from the Croisette 

Cannes wasn’t just glitz—it was a showcase of where human creativity meets high-tech, purpose, and experience. Here are three themes for marketing leaders that stood out for us:

1. AI as the Sparring Partner, Not the Star

AI tools have transitioned from experimental to essential—powering productivity (e.g., Qualcomm saving 2,400 hours monthly with AI agents) and automating routine ad creation at scale. But the industry’s heartbeat remains rooted in human insight—emotional resonance, storytelling, and empathy that AI just can’t replicate .

2. The Experience Economy Is Now a $8T Movement

Brands like Apple, Pinterest, and Meta turned their beach activations into micro-experiences—from skating in Reels to pop‑up creative rooms. Luxury brands like LVMH emphasized “exceed expectations”—immersive campaigns, sensory retail installations, and “wow” moments everywhere.

3. Purpose, Diversity & Cultural Connection

Cannes crowned global campaigns—not just by creative caliber, but by cultural impact. First-time Grand Prix winners from Puerto Rico and Mongolia signaled creative diversity. Plus, campaigns like NZ’s bold public health ad tackled taboo topics with humor and social purpose. 

Trends Shaping Brand Experiences

While Cannes spotlighted the big bets on creativity, culture, and AI, the rest of the industry isn’t standing still. From next-gen retail to emotion-driven UX, brands are testing, learning, and scaling in bold new ways. Here are a few standout trends shaping brand experiences beyond the Croisette.

• Retail media networks (like Amazon, Walmart, Kroger) are evolving from performance-only tools to strategic marketing channels, delivering immersive ad formats—think shoppable videos and in-store digital experiences that seamlessly blend commerce and content.
• Despite captions and audio descriptions already driving 8–18% boosts in recall and brand association, only 10% of TV ads currently use them—highlighting both a gap and a significant opportunity for culturally inclusive marketing
• Restaurant chains like Applebee’s and IHOP are rolling out AI-driven recommendation engines that analyze past purchases and preferences to deliver tailored menu suggestions and upsell offers—some even using cameras to detect when tables need cleaning. This signals fast adoption of AI in operational and guest experience enhancements across food service. 

Faces of the Future: AI-Generated Humans

As AI-generated humans become the new face of brand communication, the question isn’t just can they work—but should they? Our latest qualitative study, conducted with Prof. Dr. Stephen Schuster across the UK and Germany, dives into the psychology of trust, discomfort, and perception when it comes to synthetic personas in marketing. The findings reveal key emotional triggers and offer guidance for brands navigating this new ethical terrain. Download here.

WongDoody has been on the ground and onstage, speaking to what’s next in employee experience, AI design, and brand transformation. Here's a look at where we've been and what we shared.

AutoTech

From software-defined vehicles to experience-first design, our VP of Business Development Michelle Ober shares what’s really driving the future of automotive. Her top five takeaways from AutoTech 2025 highlight a clear shift: tech may power the car, but the customer still drives the experience. Read more.

Future of Work

At the Future of Work event in NYC, we explored what’s really driving transformation in the workplace. Spoiler: it’s not just tech—it’s people. In a fireside chat with Hatch's John Formoso, WongDoody's Strategy Principal Matt Dietly spotlighted how improving frontline employee experiences is key to delivering better customer outcomes.  

Designing for Good with Street Child

WongDoody was proud to support Street Child’s The Big Ride alongside Infosys and Virgin Media Ireland, helping raise £2 million to keep vulnerable children safe. Our creative and tech teams partnered with Street Child to design an immersive VR experience transporting supporters to the streets and classrooms of Sierra Leone, making the cause feel personal, urgent, and real.