Bob Park, chief brand officer of GE Appliances Canada, was a guest speaker on Thursday during the Changemakers series at the 2025 Cannes Lions. The talks spotlighted the inspiring people who champion underrepresented voices and ignite business, cultural or social transformation. Park recapped for strategy some of his insights and takeaways from the festival.
By Bob Park
Stepping into Cannes Lions for the first time was both exhilarating and overwhelming. Speaking before an international audience of my peers added a layer of anticipation, but my first thought upon arriving was, “The south of France is unbelievably hot.”
My advice for future attendees? Invest in some linen clothing – you’ll spend a lot of time outside, and saying it is hot is an understatement. As I sip a latte in a nearby café, I find myself reflecting on the extensive planning needed to navigate the event. Cannes Lions offers a staggering array of opportunities, and careful strategizing is essential to make the most of it.
After weighing my options, I decided to attend some of the featured CMO talks. Unsurprisingly, AI emerged as a dominant theme. I entered the week with modest expectations, prepared for the usual discussions about the risks of AI and its supposed inability to replace creativity – the very essence of Cannes Lions.
Pleasantly, the conversations exceeded my expectations. A highlight was the Cannes Lions CMO Growth Council, where the focus was on actionable strategies. Discussions revolved around building AI-forward teams and embracing AI as a tool for innovation. The potential of AI is immense and evolving rapidly. Capabilities we take for granted today might be unrecognizable in just a few years.
Yes, there were conversations about AI not replacing creativity, but the reality is that AI will enhance and elevate it. Imagine AI creating award-winning campaigns, precisely tailored to specific audiences using data-driven insights. Picture a marketer saying, “design a campaign to increase compact car sales in Winnipeg,” and AI delivering an optimized strategy down to the colours and fonts. The possibilities are staggering. The key to future success lies in finding our place in it.
This year, I had the privilege of speaking at Cannes Lions. I concluded my talk with Mahatma Gandhi’s inspiring words “Be the change you want to see in the world,” while adding my own perspective: “Bring the change you want to see in the world.” During a podcast interview afterward, I was asked how CMOs and organizations can adapt to AI. My answer was clear: Marketers must take the lead. Companies need to provide resources for employees to engage with AI, while individuals must take the initiative to evolve and grow.
Leaving Cannes, I feel invigorated by the ideas and innovations shared throughout the week. The energy and inspiration from this global gathering reaffirm my commitment to driving AI transformation within my team. And let’s not forget – this is the south of France. The incredible food, the endless wine and the stunning backdrop … isn’t it wonderful that marketing’s grandest stage is set here every year?
Strategy was on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.
