What We Taught Cannes About Humanity
Insights from neuemotion's SVP of Production on the future of content
In a world drowning in 'personalized' content, standing out isn't about more data; it's about remembering one fundamental truth: we're all human.
Last week, neuemotion attended the Cannes International Festival of Creativity for the first time as an agency. Not only did we get to create and capture incredible content with LinkedIn, but our own Robin Wood, SVP of Production at neuemotion, took the stage as a Future Gazer to let the audience in on what we see coming in the next 18 months for our industry, drawing on lessons from what has worked historically and aspiring toward new opportunities for optimizing future content.
Now, for the exciting part: this special edition of neuewave is your backstage pass. We're diving deep into everything Robin covered, sharing not only what she spoke about, but what she wished she had more time to talk about, and even pulling out some of those brilliant ideas that, well, ended up on the cutting room floor. Let’s get into it.
Cannes always has a buzzword. In 2023, it was AI – its boundless potential debated on every panel. By 2024, the conversation shifted to personalization, as everyone grappled with how to stand out when complex, quick content was suddenly democratized. But for 2025, neuemotion arrived with a bold new focus: hyper-personalization.
At neuemotion, we've extensively explored AI's role in the creative and advertising landscape (we even dedicated an entire Substack article to it). Our stance remains firm: AI is a powerful tool, not a replacement. True, human-led creativity, steeped in genuine human experience, will always reign supreme.
The rise of AI and the subsequent focus on personalization in the last few years have paradoxically led us back to seeking even deeper, more nuanced understandings of our audience. As everything becomes trend-obsessed and AI-driven, hyper-personalization isn't just about smart algorithms; it's about finding that human touch again. It’s the art of using technology not just to customize content, but to truly understand and connect with the unique stories and shared feelings that make us all human.
We believe humanity is the missing piece in content and creative strategy today, and is precisely why considering our humanity inour campaigns isn't just an option—it's a necessity.
To consider incorporating an audience’s humanity into our content at scale and truly create personal and human digital experiences, we must anchor ourselves in timeless, evergreen principles – such as storytelling, relatable narratives, and our innate draw towards novelty – and incorporate them into our content to create highly personal connections that last beyond the trend cycle.
This belief isn't just theoretical; we're actively putting evergreen principles into practice, especially with short-form content at neuemotion. Take a look at a piece we created with Salesforce. Their captivating "AI Wild West" TV spot wasn't just broadcast; it was designed for deeper engagement. Through an easter egg-like approach, Salesforce inserted influencer Corporate Bro into their TV spot, thus extending their AI Wild West Universe to social, inviting fans to turn their trained eyes into engagement. This wasn't just a cameo; it was a deliberate invitation for fans to become active participants.
And it worked. Eagle-eyed fans immediately spotted Pomerantz, becoming the first to shout themselves out in the comments. Is it any wonder this campaign led to us taking home the B2B campaign Webby?
This social first moment showcased many evergreen principles at work., the most notable being the idea that human connection and relatability, often achieved through the insertion of self into a narrative, is fundamental to a story's resonance, longevity, and virality. Inclusion of self is one of the most basic building blocks of storytelling, going all the way back to the preservation of oral histories– by tapping into these kind of shared human insights, stories gain power and stickiness when people see themselves reflected within them.
The new frontier of content is human-first hyper-personalization. It's where technology becomes the ultimate amplifier for empathy, making every interaction feel genuinely valued, understood, and deeply connected, at scale.
But how do we hyperpersonalize at scale? This was the pivotal question Robin needed more than a 45 minute session to explore on the Cannes stage – the very heart of how human-focused algorithms and creators are shaping this new era of hyper-personalization. We don’t think there is anything that proves our point further than the algorithmic platforms on which these pieces of content live.
Hyper-personalization has become a cornerstone of modern digital platforms, with platforms like TikTok and LinkedIn leading the charge in creating scroll-inducing "For You" pages and discovery feeds. At its core, hyper-personalization aims to deliver an enhanced experience for the audience, rather than feeling intrusive. Users want you to view their algorithm as a trusted friend that deeply gets them and their interests, not skeptically asking, “How do you even know this about me?”
When done right, hyper-personalization fosters a sense of delight and utility, making platforms indispensable tools for connection, entertainment, inspiration, and personal growth in everyday life– a friend in your pocket.
Platforms create different relationships with their users because, like people, each platform serves a distinct purpose in your digital life. Think about it: you probably wouldn't go to the same friend for pop culture hot takes, career advice, and creative inspiration, right? Platforms operate on the same principle. Each one is designed to offer a unique kind of connection and fulfill a specific need.
When looking at platforms like LinkedIn and comparing them against other sites like TikTok or Pinterest, the algorithms and outcomes are starkly different. LinkedIn’s algorithm expertly serves as the active Advocate, championing your growth by not only recommending relevant connections but also job opportunities, education, and relevant creators that can advance your professional journey. TikTok, for instance, is designed to be your ultimate trusted friend, intimately understanding your preferences and continually suggesting new, exciting content that you'll genuinely enjoy. At the same time, Pinterest is more inspiring creatively– the ultimate Curator to aesthetics and personal interests.
A critical component in supercharging these algorithms, particularly for discovery and reach, are influencers. These content creators act as the key to unlock the algorithm's full potential. Influencers produce a consistent stream of engaging content that feeds the algorithmic machine. Their ability to generate high levels of engagement (likes, shares, comments) signals to the algorithm that their content is valuable, prompting it to distribute more widely. We applied this principle in our Salesforce campaign, and we see brands adopting it and running with it.
This is why we were unsurprised, and cautiously curious, to see the presence of influencers at Cannes this year. We saw everything from major names like Alix Earle and Keith Lee taking the stage, to Forbes announcing their 2025 Top Creators List at the festival. It’s clear that brands and platforms recognize that influencers are not just creators; they are vital conduits through which algorithms learn, optimize, and ultimately connect with vast audiences in a hyper-personalized way. By forming real connections with human influencers, users implicitly extend that relationship to the platform itself. It's this human element that provides the fuel and allows the "Trusted Friend," "Advocate," and "Curator" to truly shine.
Whether we look at the algorithms or how to hack them, these fundamental truths cannot be left behind:
You are human. Your audience is human. They connect with humans. And humanity is evergreen.
Keeping your audience’s sense of self and their humanity at the core of your content and campaigns will leave you well-prepared for a novel and changing future.
As we step into 2026 and beyond, the most impactful question you can ask yourself is this: How will you weave humanity into your content to create hyper-personalized moments that don't just yield results, but truly move your audience?