by Heather Hughes | June 12, 2025

Every CMO and creative director is gearing up for Cannes with one thing on their minds: artificial intelligence. In the past two years, generative AI has emerged as a game-changer for creative work, especially in public relations, where the art of earned media thrives on innovation and timely storytelling. AI is doing for marketing now what the iPhone did in 2007, ushering in a new era of possibilities. This time, the disruption spans the creative process, from writing press releases to designing immersive visuals.