The Cannes Lions Festival has long been a showcase for what is next in advertising, and this year was no exception. If you have been watching the buzz, one thing is clear: artificial intelligence is no longer some experimental sidekick in the creative department. It has stepped into the spotlight. From global advertising giants to tech-savvy boutiques, AI is officially part of how ads are made, shared, and optimized. And guess what? Small businesses are next in line to benefit from this fast-moving trend.

Let’s unpack what happened at Cannes, why it matters for small business owners, and how you can ride the same wave that is carrying big brands to faster content creation, sharper audience targeting, and more creative freedom than ever.

AI is now part of the creative team

A few years ago, AI in marketing was mostly about automation in the background. Think email scheduling, chatbot support, or analytics dashboards. But Cannes 2025 showed a different reality. AI is now involved in crafting the message, designing the visuals, editing the videos, and even suggesting story arcs. It is not replacing creativity. It is enhancing it by helping teams move faster, test ideas quicker, and produce more content without adding more staff.

For example, top agencies and brands are using AI tools to spin up hundreds of ad versions tailored to specific demographics, regions, or platforms. Need an Instagram story, a YouTube short, and a LinkedIn carousel all from one campaign idea? AI can help make that happen—fast.

What used to take weeks now takes minutes

Speed is the standout theme. One tech leader at Cannes revealed that their internal AI tool was saving thousands of hours per month. Imagine what that kind of efficiency could do for your own marketing. Instead of spending days planning and designing, small business owners can now create polished, engaging content with just a few clicks.

Platforms like Meta’s Advantage+ or Google’s AI-powered ad tools are bringing this tech to the masses. These tools help with everything from scriptwriting to video editing to real-time ad optimization. And they are not just for the Fortune 500 anymore. Many offer small business pricing, self-serve options, and plug-and-play functionality that is surprisingly user-friendly.

Why this trend is a game-changer for small business owners

You might be thinking, “This sounds great, but I’m not a creative agency or a major brand.” Fair point. But here’s the twist: small businesses stand to gain the most. Why? Because AI levels the playing field. It allows you to act big without a big budget. It helps you stay consistent with your branding, reach your audience faster, and experiment with ideas you might not have had the time or team for in the past.

Let’s break it down further.

1. Speed without the stress
With AI, you can create more content in less time. Whether it is social posts, email campaigns, or video ads, AI tools can draft, design, and even deploy it. You still get the final say, but the grunt work is automated.

2. Consistent branding across every platform
Maintaining a consistent look and tone across multiple platforms is tough. AI tools can ensure your fonts, colors, and messaging stay on point, whether you are posting on TikTok or sending out a newsletter.

3. Smarter targeting and personalization
AI can analyze your customer data to help you understand who is engaging, what they want, and when they are most likely to buy. It is like having a full-time analyst in your pocket.

4. Real-time engagement and interaction
AI-powered chat features are making customer service more immediate and interactive. Want to answer FAQs on Instagram or suggest products in Messenger? That is all possible now, even for solopreneurs.

5. Better ROI through ongoing optimization
AI does not just launch your ad and leave. It keeps learning. It can tweak your campaigns in real time to improve performance, helping your marketing dollars go further.

So how do you actually get started with this?

Here is a quick action plan:

Start small
Pick one AI tool to test out. Maybe it is an automated design tool like Canva’s Magic Studio or a script assistant like Jasper. See how it fits into your workflow before expanding.

Focus on your biggest time-waster
Think about what part of your marketing takes the most time. Social media graphics? Email writing? Video editing? There is likely an AI tool that can make that faster.

Train the AI with your brand voice
Most tools allow you to input brand guidelines, tone preferences, and sample content. Spend some time getting the setup right. It will make the output feel much more “you.”

Test and tweak
Don’t be afraid to experiment. Try different formats, test messaging, and track what performs best. The beauty of AI is how quickly you can adjust and try again.

Keep the human touch
AI is not a magic wand. The most successful campaigns still require authenticity and emotional connection. Use AI to handle the structure and speed, but make sure your brand personality and values shine through.

Final thoughts: this is not a trend. It’s a transition.

Cannes made one thing crystal clear: AI in advertising is not just hype. It is already being used by some of the world’s smartest marketers to save time, boost performance, and unlock creativity. And thanks to a wave of new tools designed for smaller teams, you do not need a giant budget or tech team to get in on the action.

If you have been waiting to “see how it all shakes out,” now is the moment to jump in. The tools are here. The results are real. And the brands that move fast will be the ones leading the conversation in the months ahead.

So, next time you scroll past a slick video ad or perfectly timed social post, ask yourself: Was that made with AI? And more importantly—could yours be, too?

Spoiler alert: yes, it can. And it might just be your smartest move this year.