From yesterday’s mobile hype to today’s AI evolution, Grant Gudgel, SVP of Marketing at Verve, reflects on how the AI narrative at Cannes Lions has changed. It’s shifted from theoretical buzz to practical use cases, smarter segmentation, and long-term strategy.
At Cannes Lions 2025, we caught up with Grant Gudgel, SVP of Marketing at Verve, during the ad tech company’s happy hour.
Grant’s been attending Cannes Lions for years, and this time, it wasn’t just the heat that stood out. There is a shift in how the industry talks about AI.
Last year? Mostly buzz. This year? Honest conversations about segmentation, use cases, and implementation.
“For the next five years, we’re in the year of AI,” he told us.
🎥 Watch the full video below for his take on how the hype cycle is evolving—and where marketing goes from here.