At the Cannes Lions Festival, Apple marketing executive Tor Myhren emphasized the enduring importance of human creativity in advertising. Speaking on the event’s opening day, Myhren, Apple’s vice president of marketing communications, argued that while AI presents both opportunities and challenges, it will neither destroy nor rescue the advertising industry.
“The good news is AI is not going to kill advertising,” Myhren said. “The bad news is AI is not going to save advertising. We’ve got to save ourselves, by believing in what’s always made this industry special: human creativity.”
Myhren’s remarks come after Apple faced criticism last year for its “Crush” advertisement, which showed a hydraulic press destroying artistic tools like musical instruments and cameras. Many viewed the ad as undermining creative professions amid AI’s growing influence. Apple later apologized for missing the mark with that campaign.
At Cannes, Myhren shifted focus back to the role of people in advertising. “Human touch is our superpower,” he stated. “It’s the secret to building long-term brand love.”
He concluded with a forward-looking message: “AI will ride shotgun and be the best creative partner this industry has ever seen. But we’ve got to drive.”