Cannes Lions: Miguel Machado, Keenfolks on AI, Data and the End of Campaign Marketing

AI might be dominating the conversation in marketing, but Miguel Machado believes most businesses are focusing on the wrong thing. Recorded live at Cannes Lions 2026, Justin Cooke sits down with Miguel Machado, CEO of Keenfolks, to discuss why competitive advantage will come from data, not AI alone, and why marketing needs to move beyond one-off campaigns towards intelligent systems that continuously learn and improve. They discuss: Why marketing needs to focus on business outcomes, not outputs Why proprietary data will determine who wins with AI The shift from campaigns to repeatable intelligent marketing systems Why 90% of AI pilots can fail while investment continues to grow How CMOs and CTOs are becoming increasingly interconnected Why technology adoption ultimately depends on people Why efficiency should be a consequence of growth, not the objective How Keenfolks is building a new model around technology, data and human capability A conversation about what AI-native marketing actually looks like when you move beyond the hype and connect technology directly to business growth. Recorded live at the DEPT Garden during Cannes Lions 2026.