CMOs say AI platforms’ low profile at Cannes won’t happen again

AI was the buzzword of the week at Cannes Lions but platforms behind it were largely out of the public eye. CMOs suspect that won’t be the case for long.

Perplexity, ChatGPT and others may be holding off on the full-blown ad pitch but the economics say that will shift. GPUs, cloud computing, data pipelines, top-tier engineers — it’s a high-burn business. At some point, the math forces the model to monetize. 

And when it does, there’s still only one revenue stream big enough to make a dent: advertising. 

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