Apple's Tor Myhren Says 'AI Will Not Save Advertising' in Rallying Cry for Human Creativity

The marketing leader opened Cannes Lions by arguing for human craft as the industry's superpower.

Apple Pedro Pascal ad — Myhren highlighted the human craft behind Apple's esteemed ads, such as this one with Pedro Pascal.

Like advertisers from Coca-Cola to Google, Apple has previously caught backlash for seemingly elevating technology’s power above human creativity.

But on the first day of Cannes Lions, Apple marketing leader Tor Myhren made a case for human creativity as the industry’s savior and superpower.

Like last year, AI will likely be a hot topic at Cannes Lions. There’s both good news and bad news when it comes to AI, according to Myhren, vice president of marketing communications at Apple, which is Cannes Lions’ 2025 Creative Marketer of the Year.

“The good news is AI is not going to kill advertising,” Myhren said on stage Monday.