At Cannes Lions 2025, creativity and innovation take middle stage because the business imagines what’s subsequent.
Microsoft shares this ardour for groundbreaking concepts—and we consider the way forward for digital engagement is conversational, personalised, and agentic. AI ought to amplify human creativity, not substitute it, and merchandise like Microsoft Copilot assist everybody from creatives to advertisers to international manufacturers construct richer, extra significant connections with their audiences.
Because the promoting business embraces a brand new period of viewers engagement, our aspiration is to ship improvements that assist entrepreneurs create, join, and convert with higher ease and affect. We’re not simply imagining the way forward for promoting—we’re constructing it.
At our flagship occasion in March, Microsoft Promoting Speed up, we introduced a wave of latest product improvements natively designed for this new period of engagement. These weren’t incremental updates; they have been daring steps towards redefining conventional promoting experiences, the place adaptive instruments make each person-to-brand interplay really feel completely crafted and a welcomed a part of the digital expertise.
This week at Cannes, we’ll be sharing our progress on the groundbreaking AI advert codecs and capabilities we introduced at Speed up, and we’re excited to share the newest with you on this weblog publish.
Getting conversational with Model brokers and Showroom advertisements
Two new experiences are reshaping conversational engagement: Model brokers and Showroom advertisements.
A Model agent is an AI-powered digital assistant that acts as a customized, empathetic extension of your model’s voice, interacting with prospects to assist them establish related merchandise, helpful add-ons, and in any other case expertise your model in a wealthy and immersive manner. This is a crucial stepping stone to an agentic future, the place everybody and each model have brokers to assist them save time, enhance outcomes, and create higher experiences.
We’re delighted to announce our first Model agent to go reside: Brava Materials. It’s educated on the model’s product catalogue, model pointers, and tone of voice to actually characterize the model to the patron. Model brokers like Brava’s personalize the buying expertise for customers, making it simpler and extra fulfilling for them to uncover precisely what they need, resulting in a greater expertise with the model and guiding them by the trail to buy. In addition they uncover friction factors and observe engagement patterns all through the dialog that reveal richer, invaluable insights for model house owners.
