How Infinite Intelligence Could Shape an Even More Human Creative Future.
What does AI mean for advertising?
Will it replace us, raise the bar, or just simply change the rules?
At Cannes Lions 2025, Mustafa Suleyman, CEO of Microsoft AI and co-founder of DeepMind, joined Colleen DeCourcy, former President and CCO of Wieden+Kennedy and Snap Inc., to explore what the rise of AI means for creative marketing. Their session was packed – and for good reason. Suleyman shared that he believes AI won’t replace human creativity. But it may make us infinitely more creative – and more human.
Artificial Intelligence Meets Emotional Intelligence
What surprised DeCourcy most about Microsoft’s Copilot wasn’t the speed or volume of AI output, but its ability to adapt to context. Not just generating facts, but packaging them in a way that resonates with specific users.
Suleyman explained that while most experts were confident that AI would be able to possess technical knowledge, few believed that AI would ever have emotional intelligence. Unlike raw data and information, Emotions aren’t binary. They’re in-between and subjective – a grey area. But as models grow in size and sophistication, they’re also becoming easier to steer. Mustafa explained that they can be directed not only toward correct answers, but helpful, empathetic ones.
Suleyman concluded this point by claiming that kindness should be one of the key considerations at the heart of AI’s continued design.
Key Takeaways:
- AI is developing emotional nuance, not just factual precision
- Empathy and kindness are an integral consideration for the future of AI
- Embracing Mistakes
While AI will one day be able to offer completely frictionless intelligence, DeCourcy shared that sometimes the best ideas come from mistakes. The wrong brushstroke, the unexpected detour or the interesting connection no one saw coming. DeCourcy emphasized that the most creatively compatible technologies were built by people who understood that “wrong” can be a feature, not a flaw.
Mustafa Suleyman, CEO of Microsoft AI and co-founder of DeepMind
Suleyman drew a parallel to AI hallucinations. While we often frame them as “AI making stuff up”, they’re actually the result of incredibly complex systems generating unexpected outputs.
He insisted that AI’s ability to blur the lines between concrete answers may be proof that it will be a useful tool for advertising creatives looking for interesting outputs.
Key Takeaways:
- AI Hallucinations may be a sign of the technology’s inherent creativity
- AI’s unexpected outputs will be key to its creative potential
What Would You Say to Marketers Right Now?
Suleyman addressed the marketing world directly. Many fear that AI will create one or two winners who will dominate the industry. But that’s not how he thinks it will play out. The tools are becoming cheap and accessible, which will allow more players to compete.
He believes that the next frontier of AI are models that can build and execute entire campaigns. This, he says, will open the door to more creative work than ever before. And although that means there will be a lot of low-quality work, he says there will also be a higher standard than ever.
DeCourcy asked, “What does a world look like where intelligence and creativity are infinite?”
Suleyman’s answer: one where trust, tone, and brand matter more than ever.
Key Takeaways:
- Agentic AI will make campaign-building radically faster
- Marketers need to start experimenting now
- The playing field is expanding, not shrinking
