On the occasion of Cannes Lions 2024, the entire J’ai un pote dans la com team is mobilizing to make you experience the festival as if you were there. Throughout the week, we are meeting personalities from the world of advertising so that they can share their insights on this flagship event, and their vision of the trends that are shaping – and will shape! – the area.
In this article, we find Séverine Six, Executive Director of agencies and business partners at Meta. We will discuss the place of artificial intelligence at Meta and the particular place of creativity on the French market.
JUPDLC: What are the challenges of your presence at Cannes Lions? What message do you want to send?
Severine Six : First of all, we are very happy to be here today. There is a great presence there, and has been for several years. We have been present in Cannes for 11 years. It is essential for us to be there, for several factors.
Firstly to meet our clients, the various agencies, to be able to interact and above all to show, to make all our innovations understandable. By the way, I invite everyone to come to Meta Beach, where we talk about where we are in terms of artificial intelligence. Rather than presenting this in the form of a concept, we present it in the form of an experience.
You can therefore test Seamless Expressive, an experience that allows you to record yourself, in French, and hear your voice repeating the same sentence, but in another language! It is also the opportunity to test Meta AI, but also the Ray-Ban Meta or theOculus Quest 3. It’s all built around experience and understanding innovation, where we are right now.
There is also a very large part of the beach that is dedicated to Reels and the RAW format which is the most used format on our platforms. We can therefore learn to make very innovative Reels, and more generally, to understand this language.
JUPDLC: What is the place of artificial intelligence at Meta, in your strategy, the new tools, etc.?
Severine Six : To summarize, I would say that artificial intelligence is at the heart of everything. Within the customer experience, in your feed… Indeed, 30% of your Facebook feed comes from AI, 50% of the Instagram feed comes from AI. It’s at the heart of everything!
Artificial intelligence is also at the heart of our products, our platforms, and it is obviously also at the center of research. It is central to our project Seamless Expressive which is presented on the beach, but it is also, of course, at the heart of our advertising solutions. It’s within Meta Advantage+, automation, machine learning. AI allows for increased performance, but also to increasingly strengthen the competitiveness of our platforms.
JUPDLC: Is there anything particular about the French market, creatively or advertising-wise, in terms of investment?
Severine Six : The French market, even if it is true that we hear a lot of English spoken, it is above all made-in-France. We are lucky to have two global networks, Publicis and Havas. We also have BETC, which was named the most creative agency in 2024. Creativity is French! And I think we see it clearly today in the discussions, in what is presented within the festival. So it’s obviously a global economy, but I believe that France really has a special place. And besides, the whole world comes to meet France at Cannes Lions!
