• AI and sports were hot topics du jour at the ad industry's annual confab, Cannes Lions, this week.
• The bustling streets suggested AI isn't decimating the ad industry yet.
• Brand safety was the elephant in the room.

The scorching hot sun is setting on advertising's annual shindig in the south of France, Cannes Lions, for another year.

At the sprawling event, there was a level of thematic whiplash. In the span of an hour on the main stage in the Palais you go from hearing about the creation of the iconic Snickers "You're not you when you're hungry" campaign to hearing a speech from human-rights activist Sonita Alizadeh on the humanitarian crisis of child brides in Iran and Afghanistan.

There was also a whole lot of partying. Spotify's beach concert stage hosted rapper Cardi B and indie rockers Royel Otis. Diplo was spinning the decks for Yahoo. Talent agency UTA's annual VIP "dinner" at the luxury Hôtel du Cap-Eden-Roc had no sit-down meal but instead a punchy set from comedian Sebastian Maniscalco.

Business Insider was on the ground — and occasionally the yachts — to get the inside look on the big topics that are top of mind in an industry undergoing seismic changes. Here were the key themes.

The AI of it all

If the advertising industry is losing people to artificial intelligence, it certainly didn't look like it at Cannes this week. The streets were bursting with lanyard-wearing, hungover Lions attendees trying to figure out which opulent branded beach setup their next meeting was located. Still, AI was the talk of the town.

With AI spinning up thousands of ads cheaply and in seconds, the business model of billing clients for time is under threat. Meta CEO Mark Zuckerberg ruffled feathers ahead of Cannes when he said AI will essentially automate the ad business.

"You tell us what your objective is, you connect to your bank account, you don't need any creative, you don't need any targeting demographic, you don't need any measurement, except to be able to read the results that we spit out," he said in a May interview with the tech newsletter Stratechery. (Is that the sound of Don Draper dropping his glass of rosé, we hear in the distance?!)

In an interview with BI, Meta's chief marketing officer, Alex Schultz, said his boss was talking about small businesses, not Fortune 500 brands.

"I don't see myself fully automating my ad campaigns and not using my agency at any point," Schultz said.

(Donny D! Come back, you're safe!)

For all the promises of AI, advertising still appears to be a people business. Cannes showed people in the ad industry believe that relationships matter. It's how attendees convince the finance department back home that the $5,000 festival pass, flights, Airbnb, meals, and a 2 a.m. expense receipt for a Jéroboam of Rosé at the Carlton Hotel was all worth it.

Marketers are racing to sports

If you haven't got an F1 sponsorship deal, are you even a CMO in 2025?

Sports was a pervasive theme at Cannes Lions this year, and athletes were out in force. Take a stroll down the famous — and exceptionally hot — Croisette promenade, and you had a good chance of bumping into tennis champ Serena Williams, McLaren Racing driver Oscar Piastri, or Kansas City Chiefs tight end — and Taylor Swift beau — Travis Kelce. Advertising company Stagwell's "Sport Beach" had some of the longest lines in town, some for the star-studded panels, others for the bragging rights of trouncing a colleague at pickleball. (Disclosure: BI hosted an event on Sport Beach, too.)

With traditional, or linear, TV viewing in decline, sports is one of the last destinations where marketers can guarantee getting their brands in front of large audiences.

"It's a way of being involved right in the moment, live," Michael Lacorazza, CMO US Bank, told BI. US Bank is involved in numerous teams and recently announced its partnership with the Premier Lacrosse League.

It's not just about placing 30-second spots or slapping logos on jerseys. Marketers talked up how they're enhancing the live experience in stadiums while people are in a joyful mood. Uber Advertising was pitching clients using a case study from beauty brand La Mer, which sponsored rides to and from the Miami F1 Grand Prix, stuffed with skincare goodies.

F1 is having a moment. According to the research firm Ampere Analysis, sponsorship spending on F1 and its teams is expected to reach $2.9 billion this year, up 10% on 2024. With viewership boosted in part by the popular Netflix series "Drive to Survive," brands and media partnerships are helping extend its reach beyond the race track.

"Seeing the new fans come into the sport, we needed to show up in their worlds and be meaningful in their worlds," Louise McEwan, chief marketing officer of the McLaren Racing F1 team, told BI. "Only one percent of fans ever go to the track in their lifetime."

Putting consumers in charge

The power of the consumer is stronger than ever.

At the Tubi cabana at Cannes, we spoke with its chief marketing officer, Nicole Parlapiano, who shared how the streaming platform is super-flexible in how it's marketing its titles. Streamers like Tubi can't easily test shows and movies before they acquire them, so they relentlessly monitor social chatter to determine how much and where to market a show, Parlapiano said.

Daniel Lawrence Taylor's hit show "Boarders" got a billboard in New York City's Times Square. And that's down to Parlapiano's team being flexible, pouring extra marketing dollars into "Boarders" after seeing the social media reaction, she said.

Laurie Lam, chief brand officer of E.l.f Beauty, said at a BI event that its product pipeline is often driven by what consumers are saying on social media.

"They're telling us exactly what they want and we're then putting it into the market for them," Lam said.

"And they're not polite about it, by the way," she added. "It used to be like, 'Hey, I would really love it if you can make this primer.' Now it's like, 'Make that primer now. Where is my primer?'"

Brand safety becomes a brand risk

Amid all the talk of AI supercharging creativity, and humanity being the ad industry's "super power," there was a big topic execs on the Croisette went super out of their way to avoid.

People noticeably squirmed as we asked questions about the current debate around brand safety — a catch-all industry term to describe how advertisers avoid platforms and media that don't align with their brand. A few years ago, you couldn't move for panels on the topic at Cannes, with speakers calling on big platforms to do more to protect brands. This year, with the US government questioning the propriety of those decisions? Crickets.

Barely anyone at Cannes wanted to discuss this enormous elephant in the room. Even the term "brand safety" has become a kind of Voldemort, "He who should not be named" word. One exec told us that the industry is more comfortable talking about "brand assurance" instead, whatever that really means in practice.

Perhaps nobody wants a target on their back. The turnabout shows how Cannes Lions holds a telling mirror into the industry, where sometimes what's not being talked about can also speak volumes.

• This post originally appeared in the BI Today newsletter.
• You can sign up for Business Insider's daily newsletter here.

Happy Saturday! With colon cancer rising for those under 50, we asked one gastrointestinal surgeon what three changes he's made to lower his risk. Here's what he said.

On the agenda:

• Elite athletes curb water intake after 4 p.m. A top nutritionist explains why you should consider it too.
• Confused by Kylie Jenner and Timothée Chalamet's romance? Experts say that's good PR.
• If you want to look, feel, and smell good in 2025, COS might be the brand for you.
• Retirees' plans for golden-age travel are in doubt due to rising prices.

But first: Forget snakes. Let's talk about seats on a plane.

If this was forwarded to you, sign up here. Download Business Insider's app here.

This week's dispatch

Better seat, better trip

So you've survived your trip planning group chat, and you're ready to book your travel for that much-needed summer vacation. I mean, c'mon, you deserve it.

But where exactly do you sit on the plane to ensure your trip gets off to the best start? If you don't choose wisely, you could throw off your entire getaway.

Contributing writer Kelly Magyarics flies at least once a week (whew!) and has mastered the art of picking the right seat to maximize her comfort.

When traveling in economy, Magyarics says she prefers sitting "in the aisle seat in the roomy exit row." This seat typically offers more legroom for passengers, but just remember that you'd be required to help in case of an emergency.

"I'm also known to select seats in the bulkhead row that's directly behind a wall, curtain, or screen because they often come with extra legroom," Magyarics writes.

While it does mean giving up any storage space in front of you, Magyarics suggests boarding the plane early to ensure you get room in an overhead compartment. Those flight features might require an extra fee, but it could be worth it.

If you're not willing to spend extra, BI's travel reporter Monica Humphries prefers the back of the plane for long-haul flights because she's found it's her "best chance of getting accessible overhead storage."

"Another perk of the back of the plane is galley access. For long-haul flights, I stretch my legs every few hours," she writes. "It helps my body adjust to cramped quarters and keeps me from feeling claustrophobic."

Hack your hydration

Staying hydrated is key to your mental and physical performance. Matt Jones, a sports nutritionist who works with elite athletes, shared five tips for optimizing daily water intake.

For instance, timing is important. It's helpful to consume 80% of your daily water intake before 4 p.m. so your body has enough time to process it before bedtime. Coffee, fruit, and tea can also help keep you hydrated.

See his recommendations.

The mystery of Kylie and Timothée

Kylie Jenner and Timothée Chalamet have reportedly been going strong for two years, but some fans still feel like the couple makes an odd pairing. However, any confusion is actually proof of a PR job well done.

Two PR experts explained how their strong individual brands are making some fans confused and the "perfection" of the relationship's slow rollout.

A tale of two very different celebrities.

High-quality basics at a lower cost

COS, a London-based fashion label, is having a major moment. Simple, elegant, and comfortable, its clothing appeals to people who want the quiet luxury look without the price tag.

The brand, owned by H&M, is finding a foothold among US consumers who aspire to the old-money aesthetic.

Plus, it recently expanded into perfume.

Should I stay or should I go?

Skyrocketing prices. Market chaos. An uncertain future for Social Security. These are some of the factors eating away at older Americans' dreams of traveling the world in their golden years.

Several retirees told BI that instead of globetrotting, they're cutting corners and getting creative to afford trips. Some wonder whether it's now or never when it comes to their travel dreams.

A retirement travel dream, deferred.

What we're watching this weekend

• "The Secret Lives of Mormon Wives": The Mormon MomTok influencers are back on Hulu for a second season filled with more friendship and relationship drama.
• "Murderbot": Alexander Skarsgård stars as a rogue robot in a new Apple TV+ sci-fi series that blends comedy and thrills.
• "Novocaine":In this R-rated action movie on Prime Video, "The Boys" actor Jack Quaid plays a regular guy who can't feel pain.

See the full list

What to shop

• Inclusive swimwear with a perfect fit: We tried out Andie Swim and were genuinely impressed by their inclusive sizing and thoughtful designs. Finding the perfect swimsuit is as easy as taking the brand's fit quiz — learn more in our review.
• About the viral "Crocs" bag: After using the Bogg Bag ourselves, it's clear why so many parents swear by it. It's spacious, waterproof, and a breeze to clean — ideal for carrying everything from beach toys to snacks without the stress.
• Dress pants can be comfortable, too: We used extensive testing and research to find the best men's dress pants for all styles and budgets. From comfy stretch options to sharp yet affordable picks, there's something for every guy and every occasion.

More of this week's top reads:

• "MAGA red" and hidden linings: A designer reveals the secrets of Karoline Leavitt's White House fashion.
• See inside the pope's official residence, an expansive apartment with nearly a dozen rooms.
• I got fired while in cancer treatment. I thought it was a death sentence, but it led me to my dream job.
• Ryan Coogler's deal to own "Sinners" is a gamble that could still pay off big time.
• A doctor who owns a longevity clinic shared his simple five-step morning routine.
• The best bang-for-your-buck skincare products to buy before tariffs hit, according to dermatologists.
• Why Norwegian's latest giant cruise ship is my new favorite.
• I tried Anthony Bourdain's favorite egg sandwich, which cost $2 from a Japanese convenience store.
• The best and worst celebrity outfits at the 2025 Cannes Film Festival so far.

The BI Today team: Dan DeFrancesco, deputy editor and anchor, in New York City. Grace Lett, editor, in New York. Lisa Ryan, executive editor, in New York. Amanda Yen, associate editor, in New York. Elizabeth Casolo, fellow, in Chicago.

• This post originally appeared in the BI Today newsletter.
• You can sign up for Business Insider's daily newsletter here.

Welcome back to our Saturday edition! Oscar-nominated actor Demi Moore eats a meat-free diet, but there's one guilty pleasure she can't live without.

On the agenda:

• Why eating too much protein might backfire in the long term.
• Everyone used to want "Instagram face." Now, "K-face" is all the rage.
• The clothes and shoes that successful women swear by.
• A couple spent $1.7 million on two Bali villas that they rent out for parties.

But first: Leave the kids at home.

If this was forwarded to you, sign up here. Download Business Insider's app here.

This week's dispatch

Grown-up getaway

There's nothing like a family vacation, but every once in a while, you really do need adults-only fun. Think about it: You can properly relax with no unexpected (well, maybe) interruptions as you unplug.

Lucky for us, there are plenty of options to enjoy kid-free fun — from cruises to hotels.

Adults-only resorts cater to grown-ups, whether you're looking for a tranquil afternoon at the spa, adventure on nearby hiking trails, or delight in fine dining.

Brittany Chang, BI's senior visual features reporter, took readers inside Hyatt Vivid's first-ever adults-only all-inclusive resort in Cancún, Mexico, and it's a perfect paradise for travelers looking for something more casual. It doesn't mean there aren't plenty of activities to do.

"Guests can sign up for mezcal tastings or booze it up at the property's six watering holes, including a swim-up bar in the rooftop pool," she writes, adding that guests can also "sweat it out in an underwater cycling class, or take a 10-minute bus to Ennea Beach Club."

There are also adults-only cruises that still offer the space to act like a kid. BI's travel reporter Joey Hadden went on one with Virgin Voyages and was surprised to find not only a tattoo parlor on board, but also an actual playground.

"The cruise ship playground was surrounded by fun activities, like a human-size chess set, a boxing ring, and a net suspended above an ocean view," Hadden writes. "If there had been children around, I wouldn't have felt comfortable taking up space on this playground. Surrounded by only adults, however, I felt free to enjoy these activities."

Convinced yet? Great! Call the sitter.

POV: protein overload

Protein-maxxing is the latest obsession in health, fitness, and longevity. Still, there is such a thing as too much protein.

Our bodies can't store it past a certain point, and the excess sometimes crowds out other necessary nutrients. Doctors and dietitians told BI what happens when you overdo it.

They also shared how to consume the right amount.

The human cost of "K-face"

Korean plastic surgery, like K-pop and K-beauty, is riding the wave of global South Korean cultural influence. International tourists go to South Korea for procedures at low prices (by US standards, at least) to achieve "K-face."

The quest for K-face is not a grassroots movement, however. It's a carefully executed investment strategy by the Korean government worth more than a billion dollars.

And it profits off endless insecurities.

Working women with great taste

BI asked successful women across industries about the clothes they wear to achieve a chic, professional look.

Their answers ranged from sustainably-sourced favorites to trusted Jenni Kayne sweaters and timeless Gucci loafers. Many said it's not the clothes that matter, but the feeling they give the wearer.

Confidence is key.

Also read:

• 9 office fashion staples Gen Zers think only millennials would wear

No ordinary short-term rental

Justin and Annabelle Parfitt wanted to offer guests luxury stays at their two-villa Bali compound, and they spent $1.7 million to do so.

The five- and seven-bedroom villas boast separate pools, fine dining fare, and butlers, but the best part is the complimentary party-planning services. The Parfitts work with guests and planners to throw extravagant shindigs, especially big birthdays.

See inside the party villas.

What we're watching this weekend

• "You": Netflix's psychological thriller series, starring Penn Badgley, ends with its fifth and final season.
• "Andor": Diego Luna reprises his role as the titular rebel soldier in season two of the "Star Wars" spin-off series.
• "Babygirl": Nicole Kidman plays a powerful CEO who has an affair with her much younger intern in Halina Reijn's 2024 erotic thriller, now streaming on Max.

See the full list

What to shop

• Weekend luggage: Not every trip requires a full set of suitcases. For your next long weekend, quick visit, or overnight stay, these are the best weekender bags we've tested.
• A city-dweller essential: Our team's newest NYC transplant put the viral Hulken rolling tote to the test, and she can't believe anyone lives here without it. Make city-schlepping easier with her favorite find.
• Make ice cream at home: The Ninja Creami has blown up on TikTok as an easy way to make ice cream with any kind of milk or dairy alternative. We tested it, and while it's useful for those with dietary restrictions, it has drawbacks.

More of this week's top reads:

• "You" star Penn Badgley said he almost quit acting at 20 because he was "disillusioned and dried up" after starting work at 12.
• I've been to 45 countries and think every traveler should add these five incredible places to their bucket list.
• A bride chose the first wedding dress she tried on and paired it with a veil made by her grandmother.
• We got dinner at STK Steakhouse. The restaurant's vibe wasn't perfect, but our $636 meal was spectacular.
• I stayed at a luxury lodge in Uganda. The pool and butler service were nice, but one perk has me dreaming of a return trip.
• Kelly Marie Tran says after years of therapy, she can look back on "Star Wars" with "fondness."
• I think of vacations as relaxing on a beach. A solo trip to Iceland changed that.
• The next Golden Bachelor is a 66-year-old former NFL player. Here's everything we know about "The Golden Bachelor" season 2.

The BI Today team: Dan DeFrancesco, deputy editor and anchor, in New York City (on paternity leave). Grace Lett, editor, in New York. Lisa Ryan, executive editor, in New York. Amanda Yen, associate editor, in New York. Elizabeth Casolo, fellow, in Chicago.