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Cannes is just around the corner, and AI has long since entered the conversation. This edition explores what creative excellence really means today.
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From tools to autonomous systems

From “Quo Vadis, AI Agents?”, Dr. Peter Haller, Katrin Krall, Sebastian Küpers, p. 41

AI agents mark a fundamental shift in how technology operates. Unlike traditional systems, they are not passive tools. They can interpret context, make decisions, orchestrate workflows and act independently across systems.

Instead of navigating apps and interfaces, users will increasingly rely on intelligent systems that act on their behalf. This changes how brands interact with customers, how transactions happen and how value is created. AI becomes not just a capability, but the operating system of a new digital reality.

The agentic shift

  • Brands will need their own agents
  • Communication between agents will become the new standard
  • Trust, transparency and early adoption will decide who leads

“AI agents aren’t just tools, they are the next operating system of our digital world.”

Sebastian Küpers

Managing Partner

Plan.Net Studios

Sebastian Küpers

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AI needs the right foundations

From “Architecting Tomorrow - What’s Next in Tech?”, Oskar Trautmann, Benno Blumoser,  p. 37

AI is moving from buzzword to standard practice. Like electricity from a wall socket, it will soon run quietly in the background of marketing, product development and service. But its value depends on the systems underneath.

 

The article looks at the technologies already shaping this shift, from efficient AI models and connected infrastructure to systems that integrate data across processes. The next phase of AI will not be defined by isolated tools, but by foundations that make automation scalable, sustainable and useful.

Foundations for value:

  • Efficient models reduce waste and increase precision
  • Clear data origins build trust and compliance
  • Connected systems make automation usable
  • Human expertise turns infrastructure into impact

AI delivers insights, not interpretation

From “The Future Is Not Predetermined by the Technology Itself”, Ian Beacraft, Christian Schmitz, p. 17

AI can process information, surface patterns and simulate possibilities at unprecedented speed. But technology does not decide what matters. That remains a human responsibility.

The conversation makes clear that the future is not predetermined by technology itself. AI can expand the field of vision, but humans still process insights, providing judgement, direction and meaning. In an AI-driven world, value comes from the ability to cross disciplines, reframe challenges and connect ideas across domains.

Creative intelligence in practice

  • Technology opens new creative spaces
  • Collaboration multiplies what one mind can create
  • Experiences become the creative output
  • Human intention remains the centre of the work

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AI expands creativity through collaboration

From “Welcome to a Boundless Wonderland - Created by People and Technology”, Toshiyuki Inoko, p. 133

Technology is expanding what creativity can be. At teamLab, artists, programmers, engineers, mathematicians and architects work together to create immersive experiences that no single discipline could achieve alone. Human imagination remains the starting point, but technology pushes ideas further, making new forms of expression and interaction possible.

 

The article shows that the future of creativity lies in collaboration across disciplines and between people and technology. Real innovation emerges at the intersection of creative thinking, technical expertise and human curiosity - creating experiences that audiences can feel, explore and participate in.

Shaping creativity through technology

Technology can scale creativity, but it does not replace it. The most impactful experiences arise when human direction meets technological potential, turning complex systems into emotional, collective and deeply human experiences.

AI follows real behavior

From “Why Gen Z’s Digital Exodus Is Marketing’s Greatest Opportunity”, Alex Turtschan, Simone Jocham, p. 89

Labubu anyone? Whether through these ugly-cute plush toys or vinyl resurgence, Gen Z challenges the assumption that digital is always superior. As the most connected generation seeks offline experiences and more intentional engagement, activation becomes more complex and more human.

The article shows that behavior is no longer linear or fully visible. People move between public and private spaces, digital and physical environments. In this landscape, effective activation requires understanding real behavior and responding with relevance, not simply increasing reach.

The take-away

  • Digital and physical experiences belong together
  • Private communities and dark social matter
  • Relevance matters more than visibility
  • AI can support pattern recognition, but human intent shapes the response