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Fortune

Sam Birchall

As marketers grapple with AI, business leaders at Cannes Lions say human creativity and authenticity matter more than ever

Cannes Lions Cannes Fortune United States Kraft Heinz Manchester United Uber Oscar Mayer Football

(Credit: Fabien Ottonello / Cannes / Fortune)

Fortune opened its flagship Fuel Up event at Cannes Lions International Festival of Creativity with a panel discussion with Gstaad Guy, the fictional Swiss bon vivant whose alter ego skewers the ultra-wealthy and lampoons the luxury brands many in the room work for. 

His signature verdict on anything falling short of his exacting standards: À la poubelle. Straight to the bin, darling. A mediocre canapé? À la poubelle. An uninspired brand campaign? À la poubelle. The word authenticity, deployed lazily at a marketing conference? Absolument à la poubelle.

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