Connect with XR at Cannes Lions 2025

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As Cannes approaches, one thing is clear: the next wave of creative excellence goes beyond the idea--its powered by intelligence.  

In a media landscape defined by speed, fragmentation, and fierce competition for attention, marketers can’t afford for creative to be a black box. The era of gut-driven  post-campaign analysis is no longer enough. Marketers are now expected to create, adapt and prove value in real time.  

That’s where creative intelligence comes in.

While AI has already reshaped media planning, targeting, and personalization, its real power is only just beginning to be realized across the creative workflow.

Creative intelligence doesn’t replace human creativity. It amplifies it—giving teams timely insights to evaluate what works, optimize output, and transform creative from a cost center into a growth engine.

Here are three ways creative intelligence turns creative into a performance-driver:

1. Actionable Creative Feedback
Imagine knowing—before a campaign even launches—how likely your creative will resonate and connect with audiences. AI-powered creative intelligence surfaces early indicators of performance—testing resonance across visual elements, messaging clarity, and brand consistency —before assets are distributed. Teams can make smarter decisions earlier, resulting in higher-performing content and reduced guesswork.

2. Creative Workflow Intelligence
When creative management, production and ad distribution are unified, technology can surface powerful insights: where assets are deployed (and where they’re not), which assets are underutilized or expired, where rights are misaligned, where brands are exposed to risk and how campaigns are tracking. By stitching together the full creative workflow, brands can gain control, reduce waste, improve compliance, prove creative ROI and reinvest in what actually drives impact.

3. Smarter Scaling and Versioning
With marketing budgets under pressure, asset reuse and adaptation are more important than ever. AI-enabled tagging, content ID systems and automated tools help teams customize content by channel, region, or audience—without sacrificing brand integrity or speed . The result: consistent, high-quality creative at scale.

One example: XR’s XRIQ, puts you in control—delivering AI-powered insights to drive smarter marketing investments, optimize campaigns and maximize impact and ROI. XRIQ helps brands analyze and improve their creative output across channels, audiences, and formats. By analyzing billions of data points across creative, media and production, XR transforms millions of hours of manual review into real-time intelligence—evaluating creative at scale, with speed and confidence.  

The Bottom Line
Creative intelligence empowers brands to treat creative as the performance driver it should be. By unlocking visibility, accountability, and agility across the creative lifecycle—from production through distribution—marketers gain more control, more value, and more impact.

📍Join us at MediaLink Beach in Cannes to explore how Creative Control drives creative performance.