"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.

But the Lions Entertainment Person of the Year showed how technology can amplify a story like "F1," literally.