Communicators Reclaim the Spotlight at Cannes with Bold Vision for AI and Inclusion

At the CommPRO Communications Town Hall during the 2025 Cannes Lions International Festival of Creativity, industry leaders explored the evolving role of communicators in a world increasingly shaped by artificial intelligence, influencer marketing, and the urgent need for authentic, multicultural storytelling. The message was clear: AI may accelerate the process, but it’s the human element that builds trust, inspires action, and drives inclusive growth.

“Comms is THE strategy,” said Gigi Garcia Russo, Chief Transformation Officer at HUNTER, asserting that influencer and creator content has become the leading method for authentic brand storytelling. “We’re using creators as trusted reporters… brands that give up a little control gain a lot in return.”

Carmella Glover, President and CEO of the Diversity Action Alliance, emphasized that the strength of communications lies in its two-way, relationship-driven nature. “We build trust, we build loyalty. It’s not just a marketing tactic. It’s an ongoing conversation. We’re the ones listening to stakeholders and feeding insights back to the business.”

Artificial intelligence was a major thread throughout the discussion. Garcia Russo noted that communicators will need to be even sharper in crafting clear, natural language if they want their messages to be discoverable by AI-powered platforms. “LLMs are trained to understand how people ask questions—so the brands that get that right will rise in the search rankings.”

Sonia Ruiz, President of the Hispanic Public Relations Association, added that AI can also spark creativity by revealing what’s already been done. “It pushes you to think differently. If it generates the top 10 ideas, you now know what not to do and that forces innovation.”

Still, the participants agreed: AI must remain a tool and not a replacement. Glover pointed out that AI is helping under-resourced comms teams operate more efficiently, but warned that it still produces misinformation. “There’s always a need for human oversight. It’s about using AI smartly, not blindly.”

Aaron Kwittken, founder of PRophet, brought a brand safety lens to the table, stressing AI’s value in flagging risks and assessing whether creators align with brand values. But, he added, “You still need a human in the loop. Tech doesn’t replace intuition or lived experience.”

That point resonated especially in conversations around influencer diversity. Garcia Russo urged brands to adopt a 50% BIPOC benchmark for partnerships. “If you want to unlock growth, you need to reflect the world we live in,” she said. She cited Brooks Running’s collaboration with LGBTQ+ Latina brand JZD as a case study in how micro-influencer partnerships can deliver powerful returns, both in loyalty and brand equity.

Ruiz echoed that systemic change is needed, not tokenism. “The lack of Latino representation at Cannes reflects a broader industry issue. We’re only 8% of comms professionals and 2% of executives. If we want real change, brands, agencies, and institutions all have to play a role.”

The discussion also touched on the significant cost barrier that limits access to Cannes Lions for many professionals and students alike. With airfare, hotel rates, meals, and credentials easily totaling several thousand dollars, the experience remains inaccessible to many, particularly those from diverse or under-resourced backgrounds. “It’s a major investment just to be here,” one speaker noted. “That makes it all the more important for brands and institutions to intentionally open doors for new voices.”

Throughout the session, informal networking was hailed as a hidden gem of Cannes. Kwittken shared that some of his most valuable connections come not from panels, but from early-morning swims and spontaneous beachside conversations. “It’s a safe space where we get to share stories with peers, something we don’t get enough of.”

Looking ahead, Glover called on brands to rethink who they send to Cannes. “If you put different people on your activation teams, you’ll get something different and better. We need to empower mid-level professionals to bring back new insights and perspectives that can ripple through an organization.”

The town hall closed on a shared belief that communications is a creative force uniquely equipped for the moment. “We’re the artists, the relationship builders,” said Ruiz. “We adapt, we co-create, and we tell the real stories.”

As AI reshapes the tools and tactics, Cannes reminded everyone that the heart of great communications still lies in human connection—and that it’s time the industry invested accordingly.