• by Joe Mandese , Today

Parent company Informa plc has done a great job of integrating its WARC and Cannes Lions units during this year's festival, doling out a bevy of interstitial stats and research presentations as standalone or preludes to other sessions.

Case in point was Insight Director Aditya Kishore’s lead-in to Uber Head of International Marketing Ludinda Barlow’s presentation.

Kishore gave a fascinating overview of data WARC has compiled that examines the impact the shift to agentic advertising, media and commerce is having on brands.

“There’s also another side to this story, which is how will these agents discover brands? How will they discover these products?,” Kishore said, teeing up a slide showing that nearly two-thirds of LLM visibility for brands is attributed to their long-term brand equity.

“You’ve probably seen this slide in a couple of sessions. It’s been getting a lot of traction,” Kishore said, adding: “It’s a really compelling, insightful piece of data in an area where we don’t have a lot of insight.

What it's basically telling us is that brand is actually going to be more important in an AI era, not less."