Every year, Cannes Lions brings together the people shaping the future of creativity and marketing. The conversation used to be about the best campaigns. Today, it's also about how great work is created and delivered — from the creative ideas that spark culture to the systems that help those ideas scale.
Creativity, marketing and AI are no longer operating in separate lanes. They're converging into a single engine for growth. At a moment when brands have more opportunities than ever to connect with customers, the challenge is ensuring those connections are relevant, trusted, and meaningful wherever they happen. The organizations that succeed in this next era will be the ones that can connect those disciplines while keeping human judgment, taste and imagination at the center.
That's why Adobe is at Cannes Lions 2026. Across everything we're doing, we're showcasing how creativity, marketing and AI come together to help creators, brands and enterprises move from idea to impact. Whether you're building an audience, orchestrating customer experiences or leading business transformation, the opportunity is the same: empower people to create, connect and drive meaningful outcomes.
A new chapter for creators
One of the clearest shifts at Cannes is the growing influence of creators.
The creator economy isn't emerging anymore. It's becoming the center of gravity for how culture is created, distributed and monetized. That's why Adobe is proud to be the first-ever Headline Partner of LIONS Creators.
Throughout the week, Creator Beach will bring together creators, brand leaders, agency partners and media to explore the future of creative work. Adobe HQ will serve as a gathering place for content creation, podcasts and community conversations, while attendees can experience Firefly firsthand through interactive activations powered by Adobe's Firefly APIs.
Programming will feature leading voices including Brandon Baum, founder and CEO of Studio B, entrepreneur and podcaster Steven Bartlett on building scalable brands with AI, and content creators iJustine and Emily Sundberg on what it takes to build and scale a creative career.
Our expanded presence this year reflects something we've believed for a long time: creators are one of the most powerful forces in marketing today. The best creators aren't just distribution channels. They're storytellers, entrepreneurs and modern media companies in their own right. Adobe sits in a unique position in this conversation, because we built the tools creators use to do their work, and we invest in creators as content and marketing partners.
Fueling the next generation of global creators
We're also proud to continue our sponsorship of the Young Lions Competition, where tomorrow’s creative leaders compete across categories like design, film and digital. This year’s competition welcomes 460 competitors from 70+ countries, all challenged to push the boundaries of their creativity.
As AI becomes part of the creative process, we're committed to helping emerging talent learn how to use it responsibly and effectively. This year, Firefly is the only approved generative AI tool in the Young Lions Competition, with Firefly and Adobe Stock required for final submissions. It's one more way we're helping prepare the next generation of creators for what's ahead.
What Adobe is bringing to the conversation
Across Cannes, from the Majestic Hotel and Creator Beach to the Parvis, LinkedIn Rooftop, Sport Beach and beyond, we'll be exploring a question that's top of mind for every creator, marketer and business leader right now: what happens when creativity, marketing and AI stop operating separately and start working as one system?
For creators and creative professionals, that means exploring the latest with Adobe Firefly — our all-in-one creative AI studio that combines world-class models with professional creative tools.
And for enterprises, And for enterprises, it means diving into Adobe CX Enterprise — including Brand Visibility for maintaining brand consistency across AI-generated touchpoints, and Coworker for agentic collaboration across teams — where agentic AI helps orchestrate customer experiences with the governance, control and trust organizations need.
For marketers, it means helping them unlock the full power of creativity and marketing, and helping them develop essential AI skills for the agentic era.
Adobe is also investing in the next generation of marketing leaders through the Voices of the Future Fellowship the center of Adobe Digital Academy's partnership with the Effie LIONS Foundation, along with new upskilling programs for mid-career professionals. Adobe is building the tools, shaping the conversation and investing in the people who will define what creativity and marketing look like in the decade ahead.
We'll also be joined by customers, partners, creators and industry leaders who are helping define what AI-powered creativity and customer experience look like in the real world.
- Creator Beach: Adobe’s first-ever headline partnership with LIONS Creators. Content studio, podcast studio and full programming including a panel with David Wadhwani, president of creativity & productivity at Adobe and Steven Bartlett, host of “The Diary of a CEO” podcast covering how to build scalable brands with AI. Details: Behind the Palais, Monday–Thursday, 9AM–6PM.
- Adweek Sunset Cocktail Series: Fireside chats discussing how AI is transforming creativity, when creativity becomes culture and brand discovery in the agentic AI era with executives from Walt Disney Imagineering, Ulta Beauty, NFL and more. Details: Adweek House at The Majestic Hotel, Monday, Tuesday and Thursday.
- Parvis Activation: Step into the worlds of Walt Disney Imagineering and L’Oréal through interactive product experiences showcasing how Firefly Foundry, Firefly Creative Production for Enterprise and GenStudio for Performance Marketing help teams scale creativity. Details: Outside the Palais, Monday–Thursday, 9AM–5:30 PM and Friday, 9AM–2PM.
- LinkedIn Rooftop Series: Adobe and LinkedIn are partnering for a series of rooftop panels exploring AI for marketing professionals, brands and creators, and upskilling activations. Details: LinkedIn Rooftop at The Carlton, Monday at 3PM and Thursday at 2:30PM.
- Sport Beach: Sessions exploring how AI is reshaping business ecosystems and how leadership is evolving with new technologies. Details: Monday–Tuesday, 10AM–5:30PM.
- Pinterest Manifestival: Adobe Express is powering the Pinterest Visual Search activation, where on-site designers use Adobe Express to help attendees discover their personal style and create custom printed journals. Details: Monday from 10AM–5PM and Tuesday–Thursday, 9AM–5PM.
See you in Cannes
Cannes exists because creativity deserves to be celebrated. But increasingly, it's also where the future gets debated and built.
We're excited to be part of those conversations — and even more excited to learn from the creators, customers, marketers and innovators who are helping shape what's next.
We hope you'll join us.
