Apple’s Tor Myhren Discusses AI and Creativity at Cannes
During a thought-provoking session at the Cannes Lions International Festival of Creativity, Tor Myhren, Vice President of Marketing Communications at Apple, delivered a compelling message to the advertising world. Addressing an audience of marketers, creatives, and business leaders, Myhren made it clear that artificial intelligence (AI) will neither destroy advertising nor be its ultimate savior.
“Go make something wonderful,” Myhren urged the audience, emphasizing the enduring value of human creativity in an increasingly automated world. His keynote centered on the irreplaceable role of human insight, intuition, and emotion in creating compelling advertising campaigns.
AI’s Limitations in the Creative Process
While AI continues to reshape industries from healthcare to finance, Myhren highlighted its limitations when it comes to the intricate nuances of storytelling and brand building. He acknowledged that AI can be a powerful tool for data analysis, content generation, and efficiency, but stressed that it lacks the soul and spontaneity that define great advertising.
“AI can churn out content, but it can’t replicate the human experience,” he noted. “It doesn’t dream. It doesn’t feel joy or heartbreak. That’s what makes truly great advertising—it connects on a deeply emotional level.”
According to Myhren, AI should be seen as an assistant rather than a replacement for creative professionals. It can help streamline repetitive tasks, provide inspiration, and enhance productivity, but the core ideas must come from people who understand human nature and cultural context.
Creativity Remains the Core of Advertising
Throughout his talk, Myhren returned to the theme of human creativity as the lifeblood of advertising. He praised the industry’s resilience and adaptability, especially during turbulent times like the COVID-19 pandemic, when brands had to rethink strategies and connect with consumers in authentic ways.
“In uncertain times, creativity leads,” he said. “It’s what drives innovation, builds emotional connections, and ultimately, makes brands matter.”
Myhren recounted examples of iconic Apple campaigns that have stood the test of time, not because of advanced technology but because of the emotional resonance they achieved. He pointed to the famous “Think Different” campaign as a testament to the power of bold ideas and visionary storytelling.
Advice for the Next Generation of Creatives
Myhren also directed a message to young creatives entering the advertising world. He encouraged them to embrace technology without losing sight of their unique perspectives and imaginative instincts. “Technology is a tool. Your mind is the real engine,” he stated.
He warned against over-reliance on AI-generated content, which he said risks leading to homogenized, uninspired work. “The danger is not that AI will destroy creativity, but that we’ll let it dull our creative instincts,” he cautioned.
His advice was simple yet powerful: stay curious, stay human, and never underestimate the value of original thought.
The Future of Advertising in an AI-Driven World
Looking ahead, Myhren predicted that the most successful advertisers would be those who strike a balance between leveraging AI for efficiency and retaining the human touch that defines powerful storytelling. He sees a future where creatives and machines collaborate, with humans steering the narrative and AI supporting execution.
“The best work will come from those who use AI to elevate, not replace, their ideas,” he said. “The soul of advertising is not in the algorithm. It’s in the human heart.”
He added that brands must continue to prioritize authenticity, empathy, and purpose in their messaging—qualities that cannot be manufactured by machines. As consumers become more discerning, they seek brands that reflect their values and emotions, not just those that deliver polished content.
Apple’s Ongoing Commitment to Creativity
Throughout the keynote, Myhren underscored Apple’s commitment to fostering creativity, both within its marketing teams and among its user base. He emphasized that Apple designs its products to be intuitive and empowering, enabling people to create, share, and express themselves like never before.
“Our mission has always been to empower people to make amazing things,” he said. “We believe in the boundless potential of the human mind.”
To close his speech, Myhren reiterated his call to action: “No matter how advanced technology becomes, creativity will always be our superpower. So go out there and make something wonderful.”
This article is inspired by content from Campaign Asia. It has been rephrased for originality. Images are credited to the original source.