Apple’s Creative Chief Speaks Out at Cannes Lions
At the 2024 Cannes Lions International Festival of Creativity, Apple’s Vice President of Marketing Communications, Tor Myhren, delivered a resounding message: Artificial Intelligence (AI) will not save the advertising industry. Speaking to a packed room of marketers, creatives, and media professionals, Myhren emphasized that the true value in advertising lies in human creativity, not technological shortcuts.
“We’re in an era where the industry is putting too much faith in AI,” said Myhren. “But AI is not a magic solution to the lack of originality and emotional connection in modern advertising.”
Advertising Faces a Creativity Crisis
Myhren pointed to a growing crisis in the advertising world: a reliance on data-driven strategies and automation at the expense of authentic storytelling and emotional resonance. “We’ve become obsessed with optimization and measurement,” he said. “But what happened to taking risks? What happened to creating something that makes people feel?”
He warned that while AI can assist in execution and efficiency, it lacks the emotional depth and intuition required for impactful brand messaging. “AI can write a headline, but it can’t spark a cultural moment,” Myhren explained. “It can’t create the goosebumps you get from a truly powerful ad.”
Apple’s Human-Centered Approach
Apple, known for its iconic and emotionally resonant advertising, has long taken a different approach. Myhren revealed that the tech giant prioritizes ideas that come from human insight rather than algorithmic analysis. “Our best work is born from empathy, creativity, and a deep understanding of people—not from machines,” he said.
He cited the example of Apple’s “Shot on iPhone” campaign, which highlighted user-generated content and real-life moments. “That campaign wasn’t about showing off specs—it was about showing people’s lives in a beautiful, honest way,” he noted.
AI as a Tool, Not a Savior
While Myhren acknowledged that AI has its place in the industry, he cautioned against viewing it as a panacea. “AI should be treated as a tool in the creative process, not the creative process itself,” he asserted.
He encouraged brands and agencies to use AI to enhance creativity—not replace it. “Let AI help you brainstorm, sort through options, or streamline production. But don’t let it rob your work of soul,” he said.
According to Myhren, the danger lies in allowing AI to dictate creative direction. “If we’re not careful, we’ll end up in a world where every ad looks and feels the same—bland, safe, and forgettable,” he warned.
Creativity as a Competitive Advantage
Myhren also emphasized that in a market saturated with similar products and services, creativity remains the most powerful differentiator. “Consumers are smart. They can tell when something is made with care and passion versus when it’s been churned out by a machine,” he said.
He urged marketers to invest in creativity, take risks, and embrace the messiness of the human imagination. “That’s where the magic happens,” Myhren said. “That’s how you create something that stands the test of time.”
The Future of Advertising: Human First
Concluding his remarks, Myhren painted a hopeful vision for the future of advertising—one where AI supports, but doesn’t overshadow, the human spirit. “We have an incredible opportunity to blend technology and creativity,” he said. “But we must never forget that it’s the human element that makes advertising truly powerful.”
As the industry continues to grapple with rapid technological change, Myhren’s message served as a reminder that authenticity, emotion, and imagination are irreplaceable. “Let’s not lose sight of what makes our work meaningful,” he said. “AI won’t save us—but our creativity just might.”
This article is inspired by content from Adweek. It has been rephrased for originality. Images are credited to the original source.