The AWS Cannes Lions 2025 attendee guide

As the world’s premier creative gathering, Cannes Lions draws thousands of professionals from the advertising, marketing, media & entertainment, and consumer goods industries. HAQM Port returns to Cannes Lions, converging creativity, innovation, and culture to redefine the future of storytelling. HAQM Web Services (AWS) is excited to welcome our customers and partners to discover how industry leaders are using generative AI and cloud technology to revolutionize campaign development, audience personalization, and content monetization.

As an attendee, navigating the extensive festival agenda can be daunting. That’s why the AWS has curated a comprehensive attendee guide to help you make the most of Cannes Lions 2025.

AWS is transforming advertising and marketing

The future of advertising and marketing is rapidly evolving toward hyper-personalization, multi-channel engagement, and data-driven decision making. At Cannes Lions, AWS is showcasing how advertisers, marketers, and publishers can gain a competitive edge by pairing their creativity with purpose-built tools and our extensive network of industry partners. Companies across the industry are increasingly investing in generative AI technologies. AWS is leading this shift with HAQM Bedrock, which offers access to a diverse array of foundation models. These include models specifically designed for advertising and marketing, enabling the creation of AI agents that can orchestrate complex marketing workflows.

HAQM Nova, launched in late 2024, represents a new generation of foundation models tailored for our industry’s needs. These models can assist with various tasks including creative concept and brief development, localization, and video content production. Nova’s capabilities extend to many other areas as well. Through HAQM Bedrock and HAQM Nova, companies can seamlessly integrate these powerful capabilities into their existing workflows while maintaining control over their data and brand safety.

Visit The Fragrance Lab, a unique generative AI-powered experience by AWS at HAQM Port

To demonstrate how HAQM is supporting advertisers and marketers with the latest generative AI tools, HAQM Port attendees can step in to The Fragrance Lab by AWS. This luxury fragrance experience lets guests  use product packaging, and a customized advertising campaign with image and video tailored to promote their personalized fragrance.

Guests will be able to craft their custom fragrances through natural conversations with HAQM Nova Sonic, a speech-to-speech model that understands their preferences and personality traits. HAQM Nova Pro processes these conversations to select appropriate fragrance notes, which on-site perfumers then use to craft personalized scents. Guests will be able to take home their custom fragrance in a luxurious package to keep and enjoy, or gift to someone.

After creating the fragrance, HAQM Nova Canvas generates customized marketing imagery that captures the essence of the fragrance, while HAQM Nova Reel transforms these visuals into dynamic, shareable video content which guests can further customize to meet their creative vision.

Thought leadership sessions

AWS at HAQM Port – Esplande Pantiero, Port de Cannes

Tuesday, June 17

Ad tech innovation in an age of scale and automation
(4:30pm CEST, HAQM Port | Executive Boardroom)
As digital advertising continues to evolve at an unprecedented pace, the intersection of platform scalability, ad tech innovation presents both opportunities and challenges for the industry. This panel explores how modern platforms are architected to handle massive scale while maintaining performance and cost-effectiveness. We delve into recent innovations in ad tech, examining how programmatic solutions and real-time bidding systems are being transformed by advanced technologies and reshaping everything from audience targeting to campaign optimization.

Wednesday, June 18

The new CMO imperative: maximizing collaboration across the C-Suite
(10:30am CEST, HAQM Port | Le Jardin)
CMOs are finding themselves at a critical juncture where AI is no longer just a technological tool but a strategic imperative that demands immediate attention and mastery. Learn how CMOs are effectively partnering with other executives to leverage the technology, tools and resources already available inside their organizations to optimize the customer experience and drive business growth.

How AI is transforming real-time marketing intelligence and creative optimization
(3:00pm CEST, HAQM Port | Le Jardin)
Join industry leaders as they discuss groundbreaking applications of generative artificial intelligence (AI) that are transforming marketing strategy and creative execution. Innovators from Dentsu Digital, Deloitte Digital, and Ogury come together in this dynamic panel. They’ll share how their novel solutions help brands transcend current AI implementations to deliver sophisticated, data-driven customer experiences

AWS along de la Croisette

Monday, June 16

From raw data to real delight: Unlocking genAI-powered personalization in real time
(11:00am CEST, Armani Caffe)

Tuesday, June 17

Partner workshop – From churn to earn: Reinventing subscriptions with AI
(10:00am CEST, WPP Beach, 64 Bd de la Croisette)
The subscription economy promised predictable revenue and lasting customer relationships. But as consumers face economic uncertainty and choice paralysis, are subscriptions losing their appeal? From personalization and value-added services to flexible pricing models and enhanced customer experiences, discover how to reinvent your subscription model with AI for long-term success.

The intersection of fandom, advertising, and personalization
(10:00am CEST, Female Quotient Equality Lounge at Hotel Martinez)
Fan-led communities make up powerful cohorts of engaged, passionate consumers who don’t just view content—they immerse themselves in it. This session explores how AI-powered personalization and advertising tools can better understand fans to unlock unprecedented marketing opportunities.

Data Clean Rooms yacht brunch
(10:30am, Snowflake Yacht Across from the Canopy Hilton Hotel)
Join Snowflake during Cannes Lions for a panel discussion aboard a luxury yacht featuring leaders from AWS and Yahoo, exploring the next evolution of Snowflake Data Clean Rooms. Discover how our latest innovations enable privacy-first, cross-partner collaboration and solve fragmented ad measurement by creating a unified, neutral space for secure data sharing and real-time insights.

The rise of server-side header bidding; controlling supply paths across channels
(2:00pm CEST, Le Rooftop 67 Boulevard de la Croisette)
Only server-side header bidding enables publishers to control supply in programmatic’s growing channels; CTV, in-app, audio and DOOH.

Panel at Havas Café
(3:00pm CEST, 45 bd de La Croisette)
AI is becoming increasingly pervasive in many aspects of modern life. On a professional level, we must gain a deeper understanding of the cultural barriers hindering AI adoption in large organizations and the pivotal role of leadership in addressing these challenges. Our panelists will explore practical strategies for fostering an AI-ready culture, emphasizing the importance of communication, education, and cross-functional collaboration.

How smart technology investments drive innovation and sustainable growth
(6:00pm CEST, Les Monks Café | 5 Sq. Mérimée)
Smart technology investments are crucial for ensuring business resilience and growth, especially in uncertain times. This panel explores how forward-thinking companies leverage AI-driven solutions, such as generative AI for content creation and performance optimization, to unlock efficiencies and reduce costs.

Wednesday, June 18

The rise of Agentic AI
(10:00am CEST, Le Rooftop, 67 Boulevard de la Croisette)
This executive panel discussion explores the transformative impact of Agentic AI on brand-consumer relationships in digital advertising. This panel will focus on how brands can maintain authentic self-connection paradigms in an AI-driven landscape.

Passion play: Scoring big with sports communities
(2:30pm CEST, Female Quotient Equality Lounge at Hotel Martinez)
Fan communities, fueled by a passion for their sports teams, offer brands a unique chance to transcend general sponsorships. This panel welcomes leaders to unpack how they are crafting immersive experiences in sports. They’ll explore how to ignite genuine connections that leverage the raw emotional power of sports and forge lasting relationships that resonate far beyond the final whistle.

Playing in perfect sync: Orchestrating AI and creative intelligence
(5:00pm CEST, Les Monks Café | 5 Sq. Mérimée)
As marketers face mounting pressure to deliver high-quality, consistent content at speed and scale across a fragmented digital landscape, experts from Monks, NVIDIA, and AWS will share their insights. They’ll discuss how orchestration partnerships are transforming marketing operations by consolidating the content supply chain through AI-driven innovation and platforms like Monks.Flow.

Canva & AWS portside pour
(6:30pm CEST Canva Cabana/Hotel Martinez Beach)- Invite only
Join Canva and AWS for an exclusive beachside evening of cocktails and candid conversation, to explore what’s next for marketing and agency leaders.

Thursday, June 19

Innovation architects: The women designing tomorrow
(4:00pm CEST, Female Quotient Equality Lounge at Hotel Martinez)
The future of innovation is being reimagined by visionary women who have moved beyond traditional viewpoints. Female leaders are pioneering solutions that combine technical excellence with human understanding, creating more inclusive and impactful advances. This panel welcomes leaders who are reshaping innovation, demonstrating how diverse leadership creates better outcomes, and inspiring the next generation of female disruptors.

Conclusion

Register now for the daily events at the HAQM Port, and be sure to visit the AWS generative AI Fragrance Lab experience for a one-of-a-kind memento from the festival. We look forward to connecting with you in Cannes!