Nearly every big platform at Cannes Lions said AI makes creativity faster. Some of them quietly acknowledged that might be the problem.
As advertisers use the same AI tools to make ads at scale, platforms are seeing a new risk: automated content can begin to look and feel the same, destroying the authenticity that makes them so intrinsic to people’s lives and therefore important to advertisers’ investment plans.
Snap, Meta and Reddit talked about the same fear from different angles. While they’re all investing in AI-powered creative tools, execs agreed those tools should only scale their efforts, not replace the very authenticity that makes the platforms’ inventory valuable.
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