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Fabric Media founder and CEO Jason Damata expects to hear plenty of media-tech pairings: 鈥淎I with buzzwords like optimization, yield, ROAS, automation.鈥� That emphasis suggests that utility鈥攏ot just novelty鈥攊s driving interest. Our take: Cannes 2025 is poised to mark a turning point in how AI is discussed in creative industries.

The US isn鈥檛 the only country with serious talks of TikTok bans. Japan, the UK, Germany, and France are all countries with over 15 million TikTok users each that could be left with a lot of time on their hands if TikTok bans succeed.

The UK follows suit: 鈥淎s in the US, we鈥檙e seeing [health, personal care, and beauty ecommerce] sales growing fast at 7.6%, and that's versus a 0.6% dip in overall UK ecommerce sales this year,鈥� said our analyst Carina Perkins.

In the UK, the eurozone, and Turkey, the ad spending outcomes for 2022 were not quite as bad as they appear, thanks to the weakness of the local currency against the dollar.

Lack of collaboration across teams and functions is a top challenge (34%) for US and UK content and creative professionals measuring digital content performance and ROI, per an October 2024 Canto and Ascend2 survey. 鈥淧roduction is thought about at the end, when the creative and media strategies are locked,鈥� said Priti Mhatre, chief product and AI officer at WPP agency Hogarth.

France鈥檚 relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

While overall social network user numbers are rising slowly in the UK, there鈥檚 much greater movement in terms of the platforms being used.