Cannes is a wrap, and one message came through loud and clear: brand is back.

All week, in panels and beachside chats, I kept hearing the same theme. Yes, AI is changing everything. It’s helping us move faster, scale smarter, and drive business outcomes. But now that AI is leveling the playing field for many brands, what’s starting to matter again is the stuff that’s harder to automate: trust, connection, and authenticity. 

We’ve spent so much time racing to automate that we’re finally stepping back to ask the real questions. How do we make sure our message still lands? How do we stand out when everyone has access to the same tools? And how do we keep marketing human?

At Jasper, we’ve seen this shift happening for a while. Our customers don’t just want to generate more content. They want to stand out in their crowded markets by keeping their content on-brand, rooted in their identity, and built for real engagement. They’re using AI to amplify strategy—not shortcut it.

Below are my four takeaways from Cannes that cut through the noise and reinforced what great marketing demands today:

1. Build audience understanding into your AI strategy

On Wednesday, we hosted an event at the Carlton with Patrick Schwarzenegger, actor and Co-Founder/CEO of brand health brand, MOSH, on the importance of brand and identity. One thing stood out: every move he made started with a crystal-clear understanding of his audience. He did his research and honed in on what they cared about.

It’s easy to get caught up in production volume, especially with AI in the mix, but no amount of velocity will make up for content that misses the mark. As Patrick reminded us, the best brands still obsess over relevance. And AI will only make marketing more effective and resonant when it’s guided by real audience insight. 

Marketers who prioritize audience insight and integrate it into the way they use AI will create content that connects at scale instead of just filling space.

2. Personalize without losing your voice

On Wednesday, we also hosted a fireside with Eli Stein, Partner at McKinsey & Company, on the shifting baseline for personalization in the age of AI. In today’s environment, consumers expect every brand to understand them. They want content that fits their context, not just their segment. And they want it now.

AI makes personalization possible, but it also introduces risk. It’s easy to move so quickly that you lose the voice, tone, or nuance that makes your brand recognizable. At Jasper, we help marketers solve this exact tension by using AI to tailor messaging across formats and channels while keeping the core identity intact.

Winning marketers won’t just personalize more—they’ll do it in a way that stays on-brand and speaks directly to their audience.

3. Invest in relationships as your brand multiplier

Cannes is known for its programming, but the true value showed up in the quiet moments: the coffee catch-ups, the beach conversations, the spontaneous brainstorms with customers and partners. That’s where trust is built and where loyalty begins.

One conversation I had with a marketing leader from a global brand stood out. They talked about how in-person gatherings, while not always easy to justify, have delivered outsized impact on customer retention and internal alignment. The ROI may be hard to quantify, but the results are real.

The brands that invest in these relationships are not being nostalgic. They are being smart. In a world where digital touchpoints dominate, human connection is the differentiator.

4. Lead with clarity and authenticity

The modern CMO experiences constant pressure. The playbook changes weekly with shifting consumer behavior, market volatility, and limited resources that strain teams and accelerate burnout. In the midst of it all, what teams need most is clear, consistent, and grounded leadership.

At Jasper, I get to work alongside one of the sharpest teams in the industry. They brought creativity, execution, and joy to our first Cannes presence. The week was more than a milestone. It reflected the intention, collaboration, and human connection that power how we work together.

And it was also a powerful reminder: investing in culture is strategy. Leadership isn’t just about setting goals, it’s about creating the clarity and trust that help people achieve them.

Where we go from here

These conversations confirmed what many of us already suspected: AI is not replacing marketing fundamentals. It is revealing which ones matter most and pushing us to sharpen them.

AI will not define your brand. But how you use it can make all the difference for your customers.

Marketers who lead from this place—who use AI to reinforce clarity, creativity, and connection—will shape the next generation of brand-building. This is not a return to brand. It is brand, evolved.

And that is where the real advantage begins.

Authentically connecting with customers at scale starts with reimagining how we work. Download our guide to learn how to build a scalable content pipeline with AI.