Apple’s Tor Myhren Offers Balanced View on AI in Advertising
At the Cannes Lions International Festival of Creativity, Tor Myhren, Apple’s Vice President of Marketing Communications, delivered a powerful message to the advertising industry. His statement, “AI won’t kill advertising, and it won’t save it either,” resonated deeply with creatives navigating the evolving landscape of marketing technology.
Myhren acknowledged the growing influence of artificial intelligence but emphasized that the essence of creativity remains human. Speaking to an audience of industry leaders, he encouraged creatives to embrace technology as a tool, not a replacement.
Creativity in the Age of Machines
During his keynote, Myhren stressed the importance of human imagination in crafting compelling narratives. “AI can do many things, but it lacks the soul, the emotional nuance, and the storytelling depth that only humans can bring,” he said. His message highlighted a central theme: technology should empower, not overshadow, human creativity.
Myhren urged creatives to focus on what sets them apart from machines. “What you have that AI doesn’t is unpredictability, intuition, and the ability to connect emotionally,” he said. He encouraged the industry to double down on originality and authenticity, which he believes are more crucial than ever.
Apple’s Human-Centric Approach
Apple has long been known for marrying technology with human-centered design and storytelling. Myhren illustrated how the company’s marketing philosophy continues to be driven by empathy and emotional resonance. “At Apple, we strive to create work that makes people feel something,” he explained. “That doesn’t come from algorithms. It comes from the heart.”
He shared examples of Apple’s most iconic campaigns, pointing out that their success stemmed from universal human truths rather than data-driven optimization. “We don’t start with the product,” he said. “We start with the people who use it.”
AI as a Creative Tool, Not a Threat
While some in the industry fear that AI could displace creative jobs, Myhren offered a more optimistic perspective. He sees AI as a tool that can enhance the creative process by handling repetitive tasks and enabling more time for big ideas. “Let AI do the boring stuff,” he quipped. “You’re here to do the brilliant stuff.”
He noted that AI can assist in generating insights, streamlining workflows, and even sparking inspiration—but it cannot replicate the magic of a truly original concept. “We’ve seen what happens when creativity is reduced to formulas,” he said. “It becomes forgettable.”
Empowering the Next Generation
Myhren also spoke about the importance of nurturing young talent in an era of digital transformation. “This is an incredible time to be a creative,” he said. “You have more tools, more platforms, and more opportunities than ever before. But the core of great storytelling hasn’t changed.”
He encouraged emerging creatives to stay curious, take risks, and trust their instincts. “Don’t wait for permission to make something great,” he advised. “Just go make something wonderful.”
Industry Reaction and Future Outlook
Myhren’s remarks were met with enthusiasm and reflection from attendees. Many agreed that while AI is reshaping the marketing landscape, it also presents a unique chance to redefine what creativity means in the digital age.
Industry leaders praised Apple’s balanced approach, which neither dismisses technology nor surrenders to it. Instead, Apple champions a future where human ingenuity and machine intelligence coexist, each enhancing the other’s strengths.
As the festival continued, Myhren’s message served as a rallying cry for creatives to reclaim their value in an increasingly automated world. “In the end,” he said, “the best advertising will always be created by people—for people.”
This article is inspired by content from Campaign India. It has been rephrased for originality. Images are credited to the original source.