Observed Signal · Jun 25, 2026 · Panel / Industry Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Large Language Models (LLM) & AI Market: Brands Move From AI Experimentation to Adoption
At an ADWEEK House Cannes Lions panel co-hosted with Zefr, industry leaders discussed practical steps for turning AI experimentation into business value for marketing organizations. Panelists emphasized building data-driven foundations—standardizing data, measurement and decision frameworks—creating knowledge hubs to retain learnings, and redesigning workflows rather than merely layering AI onto existing processes. Speakers also said the primary barriers are organizational: internal resistance, the need for executive support, and education. The session encouraged marketers to experiment with AI tools and cultivate internal evangelists to integrate AI responsibly into day-to-day operations.
Conference panel highlights practical AI adoption challenges—data foundations, workflow redesign, and organizational resistance—which are relevant to marketing teams but do not announce platform-level policy or technical releases.
Key Takeaways & Evidence Grounding
- ADWEEK hosted an ADWEEK House Cannes Lions panel co-hosted with Zefr on AI adoption in marketing.
- Richard Raddon, co-founder and co-CEO of Zefr, said there is strong demand for practical education about what AI can do.
- Nicolas Comestaz, VP, global data and AI CoE at Coty, described building a standardized, data-driven media organization and an evolving 'playbook' for testing and scaling AI initiatives.
- Deniz Can, global head of digital and AI acceleration at Bayer, highlighted the need for knowledge hubs (organizational memory) and for rethinking workflows rather than just adding AI to existing processes.
- The article was published in partnership with Zefr on 2026-06-25.
Connected Companies & Entities
4 Entities mappedZefr
Brand safety and suitability software for walled garden video advertising.
“During an ADWEEK House Cannes Lions panel co-hosted with Zefr, Mark Stenberg...; “There was a lot of misinformation about what AI was and wh...”
Bayer
Diversified life sciences company spanning pharmaceuticals, consumer health and agriculture.
“Deniz Can, global head of digital and AI acceleration at Bayer, added that organizations often struggle to preserve and apply what they lear...”
Coty
Advertiser / Brand (Buys Ads)Global beauty products company with a broad branded portfolio.
“Nicolas Comestaz, VP, global data and AI CoE at Coty, shared how the brand began building a data-driven media organization years before gene...”
ADWEEK
B2B media brand covering marketing, media and advertising industries.
“During an ADWEEK House Cannes Lions panel co-hosted with Zefr, Mark Stenberg, senior media reporter at ADWEEK, sat down with industry leader...”
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.