"The thing I have to harp on to a bunch of CMOs all the time is the staying power that they have with content creators on YouTube," the elite pro golfer and content creator told festival attendees this morning.

The Stagwell chairman-CEO wrapped his conversation with American Eagle's Craig Brommers by playing a clip from Apple TV's dystopian "Murderbot."

"What it's basically telling us is that brand is actually going to be more important in an AI era, not less," WARC's Aditya Kishore said this morning, teeing the slide up.

Sight gag aside, P&G's Marc Pritchard made a salient point with his own, custom-built chatbot to provide some not-so-artificial-intelligence to the Lions crowd this morning.

The problem, however, is that authenticity is hard to manufacture. What brands really need is "earned authenticity."

"I honestly think New York is the greatest city in the world," Jeter said about attending the Knicks championship win. "There's no better place to win, because it's truly like life or death with New Yorkers. If you're from New York, you know what I mean."

"Brands have mastered time travel," Edelman AI Product Manager Sydney Watson explained during her "New Voices" presentation this morning, adding, "We know how to make people miss something. And we know how to make people want something."

"The business executives are in the room, and they're thinking about, not incrementalism, but, like, really exponentialism," OpenAI's Denise Dresser told festival attendees this morning, ushering in a new era in marketing.

Reactions ranging from "Wow, that's clever" to "Wait, that company still exists?" So who has the best OOH ads this year? Who missed the mark? And which ones left us scratching our heads? Let's get into it.

"It is not about what we create. It is about how we enrich the moment," explains Dentsu's Jiro Murayama.