‘Strictly Business’ at Cannes Lions: Deloitte, AWS and Sony Pictures Entertainment Execs on Getting Your ‘Hands Dirty’ With New Tech Like AI: ‘Start Tackling Hard Problems’

At Cannes Lions this week, leaders from Deloitte, AWS, and Sony Pictures Entertainment gathered to discuss AI adoption in media. Their message: don't be afraid to work directly with emerging technology. Rather than waiting for perfect timing, executives argued companies should focus on tackling real business problems with AI tools today. The consensus reflects a shift in enterprise thinking—from caution to pragmatic deployment.

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