Cannes Lions PR Jury President Tom Beckman Says AI Is Changing the PR, Advertising Industry

By Anietie Udoh

As the Cannes Lions International Festival of Creativity approaches (June 16-20), Tom Beckman, Global Chief Creative Officer at Weber Shandwick and this year’s president of the Cannes PR Lions jury, offers a glimpse into the evolving creative landscape. Beckman believes artificial intelligence (AI) is rapidly transforming how brands, agencies, and consumers interact, ushering in a new era of content creation.

Reflecting on AI’s impact, Beckman notes that while AI-driven production might not yet dominate award-winning creative work, the shift is inevitable. He describes AI as the next phase in digital evolution, stating, “The internet gave people access to information, social media gave them access to expression, and AI is now giving them access to production. Agencies and brands are still playing catch-up.”

Over the past 18 months, the marketing and PR industries have undergone a fundamental shift. Traditional high-end productions are being replaced by indie-style content, dark humor, and meme-driven storytelling, particularly on platforms like TikTok and Instagram Reels. Beckman predicts this shift will be reflected in the work showcased at Cannes, where unconventional creativity is increasingly gaining recognition.

The role of AI in this transformation cannot be overlooked. While it is not yet the dominant force behind creative execution, AI is already influencing the way brands collaborate with influencers and online communities. Rather than simply using influencers as content distribution channels, brands are now treating them as creative partners, leveraging AI-driven insights to develop campaigns that resonate with digital audiences. Citing peanut butter brand Nutter Butter’s viral TikTok strategy as an example, Beckman highlights how brands are embracing new forms of storytelling, often driven by AI-optimized engagement.

As AI accelerates content creation, it is also redefining the concept of earned media. Traditionally, PR agencies worked to secure media coverage through relationships with journalists, but Beckman argues that the dynamic has shifted. “Fifteen years ago, earned media meant PR-ing the advertising. Now, it’s about advertising the PR,” he explains. AI is amplifying this change by enabling brands to analyze audience behavior, generate personalized content, and distribute it more effectively than ever before.

Looking ahead, Beckman anticipates that AI’s role in the creative industry will only grow. “We’re moving into an era where AI will not just assist in production but redefine what creativity looks like,” he says. While this year’s Cannes Lions may not yet be dominated by AI-driven work, the momentum is undeniable. In the near future, AI will play a central role in creative execution, pushing the boundaries of what is possible in PR and advertising. As Cannes Lions 2025 unfolds, the industry will be watching closely to see how AI continues to shape the next wave of groundbreaking campaigns.