CANNES, France—“People have no clue of how transformational this next decade is going to be,” exclaimed award-winning musical artist and technology entrepreneur will.i.am while speaking at Cannes Lions.

“By 2033, you’re not going to recognize how we used to do things,” he added. “So much transformation is going to happen in the next 10 years. The giants of today are not the giants of tomorrow.”

With the potential of generative artificial intelligence to supplement creativity being this year’s major talking point at Cannes Lions, will.i.am spoke at an Adweek event alongside former Airbnb and Coca-Cola chief marketing officer Jonathan Mildenhall, now the chief executive officer of marketing consultancy TwentyFirstCenturyBrand, about their views on the evolution of the advertising sector and the creator community.

During the discussion with Adweek’s Europe creativity editor Brittaney Kiefer, they talked about the relationships being built between creators, agencies and brands.

Mildenhall believes the brands that do commit to working with creators must do so “to create a different accent on culture and different experiences” to reward their communities.  

On AI, will.i.am was positive about the potential effect it will have on the world, admitting that there was a need for governance of the technology but adding that the rules “should not stifle” innovation. He also posed the idea that people working in AI should qualify to do so, like earning a driver’s license, to ensure safety.

His view is that the tech will heighten creative skills, including his own, but that it shouldn’t be adopted just to do the work of today such as writing songs, creating pitches or making content, but to identify and solve problems, “erect” new industries and create jobs.

“That’s one challenge for creators to do right now. Be the job creator, be the industry maker,” he advised.

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