How Big Brands Use AI and Events to Shape the Future

From Repetition to Innovation: AI’s Role in Creative Breakthroughs

At a recent gathering in Cannes, top executives from IBM, Coinbase, Autodesk, State Farm, and NBCUniversal revealed how they’re merging technology and creativity to stay ahead—not just in theory, but in practice.

IBM: AI as a Creative Accelerator

IBM’s marketing team didn’t just discuss AI—they showcased its impact. Before AI, creatives spent 80% of their time on repetitive design tasks. Now? That number has dropped to 40%, giving teams more room for true innovation.

Their most striking example? The Las Vegas Sphere project—a massive undertaking that usually takes two weeks to complete. With AI, they finished in just two days.

"AI isn’t about replacing people—it’s about helping them work smarter."

Coinbase: AI That Enhances, Not Replaces

Crypto giant Coinbase has used AI from the start, but with a human-first approach. Their CMO emphasized that while AI speeds up creativity, human-led ideas still drive the vision.

Autodesk: Bridging the Skills Gap

Autodesk is investing $350 million to train workers for AI-driven roles in design and engineering. Yet, despite AI’s growing presence in daily life, fewer professionals trust it for their careers—a gap that could reshape the future of work.

State Farm & NBCUniversal: Beyond Ads—Building Experiences

Marketing is evolving. State Farm skipped traditional ads at BravoCon, instead focusing on shared passions—events where fans connect over culture, not just products.

Similarly, NBCUniversal is flipping the script on sports coverage. With 8,000+ hours of planned 2028 Olympics footage, they’re not just broadcasting games—they’re telling athletes’ stories, giving fans the drama behind the competition.

The Big Picture: AI & Events as Catalysts for Change

The takeaway? AI and immersive events aren’t just tools—they’re reshaping how businesses think about creativity, efficiency, and customer connections.

The future isn’t just about what companies do—it’s about how they do it.