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Cannes Lions 2025: Mustafa Suleyman on AI ‘garbage’ and why trust will set brands apart

Serena Williams at Cannes Lions 2025, courtesy of Getty, France

Mustafa Suleyman and Colleen DeCourcy at Cannes Lions 2025, courtesy of Getty, France

Cannes Lions 2025, courtesy of Getty, France

France – On day two of the festival, Serena Williams was announced as Reckitt’s first entrepreneur-in-residence. The acclaimed athlete and founder of Serena Ventures launched Reckitt Catalyst, a five-year, £10m ($13.5m, €11.7m) initiative aimed at supporting health and hygiene start-ups led by women and under-represented entrepreneurs. On stage, Williams recalled being shocked when she first heard that only 2% of venture capital funding in the US goes to women founders (source: PitchBook). ‘It’s going shockingly down now,’ she added.

In a fireside chat on AI and the future of creativity, Mustafa Suleyman, CEO of Microsoft AI, emphasised AI’s role as a creative companion, not a replacement. ‘We’re not trying to build an intelligence that replaces people,’ he said. ‘We’re trying to uplift humans.’ He predicted that as entry barriers are lowered, the amount of ‘garbage’ will increase.

‘The quality bar is about to go through the roof,’ he noted. ‘Judgement and curation will matter more than ever.’ He also stressed that in a world flooded with AI-generated content, trust will be critical: ‘People make decisions based on trust – we’re not rational actors.’ In his view, style, aesthetics and brand credibility will define what stands out.

Trust was central to a panel discussing Edelman’s 2025 Brand Trust research. According to CEO Richard Edelman, brand purpose is shifting from ‘we’ to ‘me’ in response to growing instability. After years of crisis, including the pandemic, inflation and geopolitical conflict, consumers are anxious, angry and losing faith in traditional institutions.

Gen Z in particular are facing financial hardship, job insecurity and increasingly embracing grievance and even hostile activism. In today’s climate, brands are often seen as more trustworthy than governments or the media. Now, consumers want brands that offer stability, transparency and hope for the future. Purpose is not dead, Edelman argued, but it must feel personal. Brands should serve the individual, their family, job, community and future. ‘Silence is not an option,’ he warned. ‘This is a compelling leadership moment for brands.’

Strategic opportunity

As judgement and curation will matter more than ever in a saturated AI-generated content landscape, consider how to audit your content output and set the bar higher to maintain quality and signal credibility

eBay and Small Business Britain back UK’s side-hustle economy

UK – Small Business Britain and eBay have launched a free six-week online programme offering digital training, expert-led modules and peer support to 500 aspiring entrepreneurs across the UK.

The Side Hustle Lab backs early-stage founders in turning passion projects into future powerhouses. According to new research from Small Business Britain and eBay, 39% of today’s small businesses begin as side hustles.

While side hustling cements itself as the UK’s dominant route into entrepreneurship, this rise in multi-stream income reflects a growing culture of resourcefulness, as individuals navigate ongoing economic pressures, a value state we explored in our New Codes of Value report.

‘As millions of Brits turn their passion projects into income, particularly during the cost of living crisis, we need more support for this section of the economy to accelerate the next generation of businesses and growth for the UK economy,’ said Michelle Ovens CBE, founder of Small Business Britain.

Economic conditions are continuing to reshape how and why people launch businesses. Initiatives like this offer a blueprint for building more inclusive, adaptive entrepreneurial eco-systems. Keep an eye on our Work States topic for more.

eBay’s Endless Runway, UK

Strategic opportunity

Develop community-driven resources, funding schemes or skill-sharing programmes that empower side hustlers and micro-entrepreneurs, positioning your brand as a catalyst for financial resilience and grassroots innovation in an increasingly resourceful economy

Stat: Global worries increase as crime rises, but Canadian optimism at three-year high

MO/GO trousers by Arc’teryx and Skip, Canada

Global – In the latest Ipsos What Worries the World survey spanning 30 countries, Canada stands out for its improving national sentiment. In May 2025, 44% of Canadians said their country is ‘heading in the right direction’, the highest level recorded in three years.

Elsewhere, fears about crime are rising, particularly in Europe; inflation and crime and violence are now tied as the world’s top concerns – both cited by 33% of respondents. Belgium and France both recorded significantly greater concern, with France reaching its highest level since July 2023.

South Korea, meanwhile, remains deeply pessimistic ahead of its presidential election, with only 15% saying the country is on the right track and just 8% rating the economy as ‘good’. Ipsos South Korea CEO Hwanglye Park cites political instability, economic downturn and recent crises as key drivers of anxiety.

As the global picture becomes more complex, Canada’s cautious confidence is a rare bright spot in an increasingly worried world. Explore our Gen Z in Canada report to understand the behaviours and mindsets of this cohort.

Strategic opportunity

In markets with rising insecurity, position optimism as a brand utility. Design mindful campaigns, content and services that actively reduce stress and worry and nurture optimism and joy