Cannes, France – The Cannes Lions International Festival of Creativity opened with a compelling message from Tor Myhren, Vice President of Marketing Communications at Apple. Speaking to a large audience, Myhren emphasized the enduring value of human creativity in the advertising industry, urging professionals to focus on human craft as their ultimate superpower.
On the first day of the renowned festival, Myhren addressed the growing conversation around artificial intelligence (AI) in advertising. While acknowledging AI as a significant topic of interest, he reassured the audience that AI is neither the demise nor the savior of advertising. “The good news is AI is not going to kill advertising,” Myhren stated. “The bad news is AI is not going to save advertising. We’ve got to save ourselves by believing in what’s always made this industry special: human creativity.”
Apple, recognized as Cannes Lions’ 2025 Creative Marketer of the Year, has faced criticism in the past for prioritizing technological innovation over creative expression. This backlash was particularly evident with last year’s controversial “Crush” advertisement, which depicted the destruction of artistic objects and sparked concerns about technology’s impact on creative professions. Myhren addressed these criticisms with an apology at the time, acknowledging that the ad “missed the mark.”
In his current remarks, Myhren pivoted the dialogue towards the essential role of human talent, describing human touch as the secret to building long-term brand love. He concluded his speech with an optimistic perspective on AI’s role in the creative process, suggesting that while AI can serve as a valuable partner, the industry must remain driven by human ingenuity. “AI will ride shotgun and be the best creative partner this industry has ever seen,” he asserted. “But we’ve got to drive.”
The session highlighted the ongoing debate within the creative industry about balancing technological advancements with the irreplaceable value of human creativity. Myhren’s insights were well-received, marking a poignant start to the Cannes Lions festival, which continues to celebrate and explore the future of creative excellence.
