Author: Alyssa Mercante

Cannes Lions 2026 is gearing up to be the advertising industry event’s biggest bet on creators yet. 

Digiday spoke with 10 creators and agencies who all agreed: though Cannes has been tilting toward creators for the last few years, this year marks a real tipping point.

Creators are getting their own dedicated beachside spots on the coveted French Riviera, hosting luncheons and leading workshops, and heading into the long weekend ready to court CMOs for long-term brand partnerships. 

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This WTF guide, sponsored by Talon.One, explores how brands can make their loyalty and promotions agent-ready, as agentic commerce evolves from a theoretical concept into practical applications, and AI agents begin to handle the end-to-end shopping journey for consumers.

Agentic commerce has quickly become a hot industry topic, as the technology evolves from a theoretical concept into real-world applications that commerce teams are actively testing and deploying. Major technology companies such as Google and OpenAI are racing to embed AI agents into their search, browsing and checkout experiences, and those agents are expected to soon handle the end-to-end shopping journey for consumers.

This marks a fundamental shift in how shoppers discover, evaluate and purchase products. By 2030, agentic AI is projected to account for 15%–25% of total U.S. e-commerce, according to Bain & Company — an indication that businesses won’t truly be omnichannel unless they have incorporated agentic shopping experiences. 

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