"Agentic" was the most-said word at Cannes yesterday.
"Agentic" was the most-said word at Cannes yesterday. It might also be the most misused. Because it describes two completely different things, and the festival is blurring them on purpose. One is real and measurable right now: shoppers arriving from AI, converting higher, spending more. The other is an autonomous agent running your campaigns while you sleep, which the industry is still writing the rulebook for. Translation: it doesn't exist at scale yet. Same word. One's a customer. One's a sales deck. Day one of Cannes Thoughts is up. Next time someone says "agentic," ask them which one they mean. Then watch them flinch.
By Matt Wurst
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Posted in Cannes Lions. Cannes Lions: Where creativity met commerce met AI met the beach! Highlights, trends, and takeaways from the Croisette, discussing what actually matters for brands, leaders, and the future of marketing
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