Proving AI’s Value Beyond Productivity

At Cannes Lions 2026, Paolo Mulè, SVP Global Clients & Strategic Partnerships at Dailymotion Advertising, joined Campaign UK for a panel discussion on how brands can prove the real value of their AI investments.

The conversation explored how AI in marketing is moving beyond productivity and experimentation, toward measurable business outcomes, smarter decision-making, and stronger connections between marketing performance and growth.

Key topics included the evolution of the CMO role, the importance of creating more head space for marketers, and how AI is becoming embedded across planning, creative, measurement and optimization workflows.

Watch the recap to hear insights from the Campaign UK panel at Cannes Lions 2026.

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