We kept our ear to the ground at Cannes Lions for the interesting stats, insights and discussion points you need to feel in the know to shape the future with confidence.

1. All that glitters

Luxury runs on belief. It becomes valuable because of what it signals. Now, this belief system is going through a quiet reset. The familiar signals still show up: price, heritage, craftsmanship, but they aren’t landing quite the same anymore. People are looking closer and asking better questions, such as where something came from, how it was made and how it might enrich their lives over time. They want something real again. So value is drifting outward, into the story, the setting, the waiting, even the effort behind the purchase. The product starts the relationship, but it doesn’t carry it. Brands that build belief over time will hold attention. The rest risk becoming very easy to walk past.

Luxury beyond belief: What will differentiate when the product stops doing the work?

2. Read the room

Fast answers are easy thanks to AI. Feeling truly understood is still rare. There’s a quiet gap opening up in customer experience. People want more now, and they’re not shy about it.  Many say they’re ready for AI, 84% would use it for financial decisions, yet less than half actually do. The reason feels very human. Around 70% expect someone to read the room, to catch the tone or respond like it matters. But only 42% expect the same from AI chatbots. Sure, AI can be precise and helpful, but high stakes moments are different. The leaders who get ahead will design for that human layer. Everyone else risks building something people hesitate to trust.

How empathy demand will shape the AI-powered CX of tomorrow

3. Always on

Marketing just got a mind of its own and it doesn’t sleep. AI is flipping the model from big, one-off campaigns to something always-on, always learning, always tweaking in real time. It’s cranking out content at speed and even shaping how people discover brands before they hit your channels. But more automation also means more noise, so what actually stands out? A sharp POV, a distinct voice, and a human touch.  The real difference comes when you let AI run the engine, while staying firmly behind the wheel.

How AI is reshaping the future of marketing

4. Use it or lose it

Loyalty looks better on paper than it does in practice. Loyalty programs are hitting their numbers, with solid enrollment and dependable returns keeping leadership confident. Spend a little time with customers and the mood shifts. People are checking rewards less often, joining fewer programs and showing more neutral reactions even when value is there. As programs grow more complex and tech heavy, that value gets harder to spot in the moment. Customers are starting to slip away, and the emotional pull is losing its grip. If people have to figure out the benefit, they start to lose interest. Make it obvious, and they come back without thinking twice.

2026 EY Loyalty Study: the gap between performance and experience

5. Every click comes with conditions

Getting in front of your audience is easy. Getting permission to stay is the hard part. Sure, consumers are still buying but they’re also setting the terms. Welcome to the permission economy, where people are far more selective about who they trust and how much control they hand over. They’ll let brands in, but on their terms, testing value, setting boundaries, and pulling back fast if something feels off. They want less noise and more meaning, with low effort experiences and the freedom to enjoy small, everyday treats without overspending, especially with AI in the mix. Everything about the permission economy you need to know is here…

In the permission economy, who earns the right to act?

If you do one thing:

Treat access like something you can lose.

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