Founder · Ceo
It seems to me the biggest misconception coming out of Cannes is that AI is changing creativity. It isn't. What it's really changing is where value sits.
The vast majority of agencies don't give freelancers the respect they deserve.
Freelancers aren't the safety net any more. They are the system.
AI is just a tool. It doesn't have to be a death knell for freelancers: in fact, it can be their greatest weapon.
Someone in government finally cares about this huge cohort of people. That's something we should be celebrating.
The article by Lucy Werner explores the major themes emerging from Cannes Lions 2026, highlighting the growing influence of creators, the shift toward tangible and screen-free experiences, and a more mature conversation around AI. It emphasizes how culture, human connection, and creative judgment are becoming the true differentiators in an increasingly tech-saturated industry.
Creative Boom interviews Jon Williams, founder and CEO of The Liberty Guild, about the UK government's plan to appoint a Creative Freelance Champion. Williams discusses the importance of giving freelancers a voice in government, the challenges they face around respect, financial stability, and AI disruption, and why this new role could mark a step forward for the creative industry.