Artificial intelligence is institutionalized at Cannes Lions. Beyond the implementation of the new global integrity and responsibility standards to avoid content manipulation that it announced last July, the International Festival of Creativity has turned work with this technology into a subcategory in the event.
This was announced by Lions when presenting the news of the edition that will take place in the French town of Cannes between June 22 and 26, 2026. As explained by the organization, the AI Craft subsection has been created in all Craft categories, and it will recognize the work where human creativity and artificial intelligence come together to create ideas.that neither of the two could achieve separately“, they comment in a statement.
“We are witnessing the evolution of the sector”
The objective, they say, is to recognize the craft, art and intention where AI works at the service of the idea. “We are witnessing the evolution of the sector, where data and technology play a fundamental role in how creativity is used to solve business problems” said Marian Brannelly, Lions Global Director of Awards.
Aligning with the trends that have shaped the advertising industry in recent years, Cannes Lions has also introduced the retail media subcategory in the Creative Strategy and Creative Data sections to accommodate what they position as the fastest growing medium in 2025.
“Data has become a creative catalyst, AI is expanding possibilities, and retail media is redefining the way brands connect with consumers.” Brannelly noted. “These changes reflect how technology not only supports creativity, but allows us to conquer new creative frontiers.”.
In addition, the organization has also reformulated the Creative Data category, with the introduction of new subcategories, such as Data-Driven Creative Strategy or Ethical Data & Privacy Innovation. The intention, he points out, is to reflect how the role of data has evolved, going from basing creative decisions to driving creative strategy from its conception.
In this sense, the submitted works must demonstrate how the data was essential to both the central idea and its quantifiable business impact.
On the other hand, Cannes Lions 2026 has created the Creative Brand category, which in turn inaugurates the Brand track in the contest. The award will recognize visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing “inevitable and replicable” said Simon Cook, CEO of Lions; as well as the practices that transform creative potential into lasting business impact.
“As the industry continues to evolve rapidly and economic uncertainty has intensified the focus on creative ROI, we must highlight the brands and companies that are developing the capabilities that allow commercial creativity to thrive.“Commented Cook. “We continue to evolve and adapt the awards to reflect the ever-changing industry landscape.”.
Creative Brands will recognize brands that use creativity throughout the organization
According to the official Cannes Lions website, the work nominated for this new category must demonstrate how brands strategically use creativity throughout their organization to achieve measurable business growth, a clear return on investment, meaningful interaction with the audience and long-term brand value.
“Rather than evaluating individual campaigns, this award celebrates the creative capabilities and strategic approaches that drive measurable business growth and long-term brand value.”says the website.
The following criteria will be considered: 25% innovation and creative originality; 25% strategic alignment; 25% scalability and sustainability; 25% commercial effectiveness.
Lions has also announced that the case registration period will open on January 15, 2026. Likewise, it has recalled that the content registration period to be part of the program is active and will close on December 31 of this year.
