Cannes remains one of the best litmus tests for where global media, advertising, and commerce are heading. And this year, one thing was obvious: the convergence of content and commerce is no longer a trend, it’s the terrain.
From sun-drenched panels to champagne-fuelled side chats, retail media and commerce media dominated the conversation. What once sat on the sidelines of adland’s biggest stage is now front and centre, reshaping how we define creativity, effectiveness, and connection.
But it’s not the same everywhere. The US is still charging ahead with scale and automation—Amazon, CTV integrations, and AI-fuelled efficiency are top of the list. Europe, on the other hand, is doubling down on accountability, with the UK leading the charge in measurement reform and omnichannel retail media sophistication. Nectar360 is the poster child for maturity in that space.
Australia was more of a whisper than a roar. There was little strategic presence from Aussie brands or retailers, even as APAC was flagged as a major growth region. But here’s the thing: Aussie consumers are already global. They’re influenced by the same platforms, creators, and commerce experiences as the rest of the world. So if brands aren’t keeping pace, they’re not just missing out, they’re falling off the radar.
Content Is Now Commerce
The standout message was clear at Cannes 2025: content is no longer just about storytelling. It’s about commerce. The lines between inspiration and transaction have officially blurred, and that’s a good thing.
Shoppable content isn’t a novelty anymore, it’s a necessity. Especially if you want to connect with younger generations who expect to explore, compare, and buy without leaving the content they’re engaging with.
But “interactive” means something different now. It’s not about buttons or bells and whistles. It’s about building smart, seamless journeys where the leap from “That’s cool” to “I’ll buy it” is measured in seconds, not clicks.
As one speaker put it: “Shoppable design must connect culture with commerce using insights.” We couldn’t agree more.
AI Is the Engine. Creativity Is the Fuel
AI talk was everywhere. But the conversation has matured. Less hype, more how.
Agentic commerce, where AI agents start making repeat purchases for you, got plenty of airtime. The question is will users trust AI to completely automate buying decisions or will a “human in the loop” approach to AI be preferred. AI-powered creative personalisation was also front and centre, with players like Amazon and Gemini making waves.
But the caution flag was raised: don’t hand over your big ideas to the bots. AI is the engine, sure, but creativity, cultural nuance, and retail context are still the fuel that makes campaigns resonate.
The Measurement Mess
There’s no debate here. Measurement is still a mess. Every retailer has their own platform, their own metrics, and their own definition of success. It’s exhausting. And it’s slowing everyone down.
ROAS is officially under scrutiny. As one Retail Therapy panel provocatively put it: “Is ROAS all BS?” (Spoiler: maybe).
Brands are pushing for more meaningful metrics: incrementality, penetration, and real outcomes—not just short-term lifts. Moves like IAB Europe’s Retail Media Certification Programme are starting to lay foundations, but we’re not there yet.
AI was once again pitched as the saviour, unifying data, automating planning, and linking creative to conversion—but until the ecosystem gets its act together, fragmentation will keep blocking progress.
Creativity Isn’t Dead. But Tech Is Driving
Some Cannes veterans miss the days when the Croisette was all about big ideas and bold storytelling. Now, tech has taken the wheel with AI, commerce and data. The glamour of creativity has made room for the grit of business outcomes.
But creativity hasn’t disappeared, it’s just evolved. In commerce media, the best work still tells a story. But now it also sells.
Because here’s the truth: flashy formats don’t matter if they’re not connected to where people actually buy. Content without commerce is noise. And interactivity without impact is just wasted effort.
The brands winning today are the ones building content journeys with commerce baked in. Not bolted on. Not added as an afterthought. Embedded. Essential.
So as Cannes 2025 wraps, the takeaway is simple:
Shoppability isn’t the cherry on top.
It’s the strategy.
And if you’re not building for it, you’re building for irrelevance.
By Paul Blackburn, Chief Strategy Officer, Vudoo
This article was first published by AdNews