Observed Signal · Jun 24, 2026 · Panel Discussion · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Marketers Debate AI Discoverability at Cannes
At Cannes Lions a Semrush-hosted panel titled Found or Forgotten? framed discoverability in AI-powered search as a business-wide challenge rather than just an SEO issue. Panelists from Karl Lagerfeld, Adobe, Digitas and iPullRank argued that consumers now find brands via many channels — Google, AI assistants, social platforms and review sites — and that success is shifting from search rankings to being the brand recommended by AI systems. Speakers urged cross-functional investment (PR, engineering, CX, content and analytics), measurement of current visibility, and organisational change with elevated ownership (CMO or CEO sponsorship) to manage AI visibility. The debate concluded that discoverability is now a strategic brand challenge in an AI-first world.
Highlights a widespread industry shift: AI-driven search and recommendation systems are changing discoverability from a tactical SEO task into a cross-functional strategic challenge, requiring organisational change and new measurement — relevant but not a single platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Semrush hosted a Cannes panel (Found or Forgotten?) discussing discoverability in AI-powered search.
- Panel included Mirjam Schuele (SVP marketing, Karl Lagerfeld), Adam Justis (VP solution marketing & evangelism, Adobe), Mike King (founder, iPullRank) and Ian Macfarlane (head of SEO & GEO, Digitas); Gordon Young of The Drum moderated.
- Panelists said discoverability now extends beyond SEO to include AI assistants, social platforms and review ecosystems, making visibility a company-wide issue.
- Speakers advised cross-functional coordination (PR, engineering, content, customer service, analytics), measurement of current standing, and increased investment in PR and visibility efforts.
- The group argued the metric of success is shifting from rankings and clicks to whether AI systems 'recommend' or choose a brand.
Connected Companies & Entities
9 Entities mapped“A Semrush-hosted debate featuring leaders from Adobe, Karl Lagerfeld, Digitas and iPullRank explored why visibility in AI-powered search is ...”
“A Semrush-hosted debate featuring leaders from Adobe, Karl Lagerfeld, Digitas and iPullRank explored why visibility in AI-powered search is ...”
“A Semrush-hosted debate featuring leaders from Adobe, Karl Lagerfeld, Digitas and iPullRank explored why visibility in AI-powered search is ...”
“Consumers are no longer discovering brands through one predictable route. They’re searching Google, asking ChatGPT, browsing Reddit, watchin...”
“Consumers are no longer discovering brands through one predictable route. They’re searching Google, asking ChatGPT, browsing Reddit, watchin...”
“You need to get your customer service right. You need to get your shipping right. Your Trustpilot needs to be right....”
“Consumers are no longer discovering brands through one predictable route. They’re searching Google, asking ChatGPT, browsing Reddit, watchin...”
“On the other side were Mike King, founder of iPullRank, and Ian Macfarlane, head of SEO & GEO at Digitas, working with H&M....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Cannes: AI Search Crisis Is Really Brand Coherence
At Cannes Lions 2026, industry conversations shifted from creative execution to how brands appear, are trusted, and recommended by LLMs and AI-driven search systems. Speakers and executives argued that large language models synthesize signals from SEO, PR, content and product pages into a single, machine-read ‘truth,’ exposing inconsistencies across functions. Practitioners say the challenge is coordination and organisational change — not just SEO tactics — because LLMs prioritise machine-readable authority, citations and trust signals. Boston Consulting Group data cited at the festival found 96% of 300 CMOs believe AI is transforming marketing, but only about a third have rebuilt workflows or operating models. Panelists urged governance, cross-functional alignment, and new measurement approaches so brands can be both persuasive to people and legible to AI systems.
AI as Gatekeeper of Brand Visibility
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Brands Rethink Discovery as AI Becomes Gatekeeper
An ADWEEK House Cannes Lions group chat co-hosted with Moloco examined how generative AI and chat-based agents are reshaping brand discovery and the customer journey. Marketing leaders—including Moloco, Marriott International, EA Experiences, Pinterest, GoodRx, Codeword and Code and Theory—argued brands should strengthen long-term customer relationships, drive consumers onto owned digital surfaces (apps, loyalty ecosystems), and lean into cultural relevance to perform well in generative-engine-driven recommendations. Panelists discussed a shift from traditional SEO toward “GEO” (generative engine optimization), the rise of AI-mediated “word of bot” discovery, and the continuing value of in-person product experiences. The conversation framed AI as both a disruption and an opportunity for marketers to re-emphasize human, community and creative craft as automated systems scale.
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