The future of marketing won’t be shaped by AI alone. Reflecting on Cannes Lions 2026, Alex Ward-Booth shares five lessons on how brands can embrace technology while staying relevant, distinctive and deeply connected to people.
Wimbledon has become one of Britain’s defining summer occasions, combining sport with tradition, status and a premium image. From strawberries and cream to Centre Court hospitality, the tournament has evolved into a cultural moment that extends well beyond tennis itself.
Synthetic approaches are increasingly being scaled and defended with a level of confidence that the current evidence base doesn’t fully justify. It’s not that these methods lack merit – it’s that the infrastructure to properly assess them is still largely absent.
That’s a problem. And it’s one that, perhaps ironically, the industry has been slow to address, given how much value is placed on evidence quality and rigour.
Savanta’s free consumer research platform combines the power of AI with emotional intelligence, giving clients faster, more affordable access to insights they can trust.
Savanta-owned Explorer Research, a shopper insights agency, is expanding its base into London to take advantage of major growth opportunities across Europe.
The North American company already works with a number of major global FMCG and retail companies, and will be able to “offer a consistent approach to clients across the world” due to the expansion.
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