Jul 22, 2026 · 1 hr 2 min · 15 segments
AI is rewriting the rules of marketing, but not every brand is ready for it. At Cannes Lions, Fortune's Ruth Umoh sat down with the marketing and growth chiefs behind four major brands to drop the…
Shelley StewartPanelist
Sandeep SethPanelist
Al TorresPanelist
Ruth UmoHost
Desiree MotamediPanelist
I'm curious to hear from the entire panel, how much of what's happening right now is real, measurable business impact? How much do you think is hype? Let's get spicy.

But I also think it is perceived to be moving a lot faster than the reality, especially within the world of the enterprise.

And so people are using it, people are adapting, but the baseline is not there.

And understanding where they need to go, how they're going to use it, how it's going to change their environment, the role changes.

All of that is new and every organization is different and structured different.

So it is changing, but it is going to change slower than people expect, but it is going to change things quite drastically.

I feel like a lot of people think it's going to do the opposite and change at a rapid clip.

So, you know, things will change and it will adapt and you need to be at the forefront of doing something.

I'm curious to hear from the entire panel, how much of what's happening right now is real, measurable business impact? How much do you think is hype? Let's get spicy.

But I also think it is perceived to be moving a lot faster than the reality, especially within the world of the enterprise.

And so people are using it, people are adapting, but the baseline is not there.

And understanding where they need to go, how they're going to use it, how it's going to change their environment, the role changes.

All of that is new and every organization is different and structured different.

So it is changing, but it is going to change slower than people expect, but it is going to change things quite drastically.

I feel like a lot of people think it's going to do the opposite and change at a rapid clip.

So, you know, things will change and it will adapt and you need to be at the forefront of doing something.
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