[04:30] Real Case Studies Change the AI Conversation — Lara points to brands like the NFL, Disney, L’Oréal and Ulta as proof that AI is moving out of theory and into real usage. The Disney example is especially important because it shows how Firefly Foundry can train on proprietary IP in a commercially safe way. For CMOs, this matters because case studies build trust. The more people see respected brands using AI tools responsibly, the easier it becomes to move from skepticism to adoption.
[07:12] What It Means to Be a CMO in 2026 — For Lara, being a CMO at Cannes in 2026 means being a learner. It means showing humility, asking questions, admitting you do not know everything and staying curious. That matters because CMOs are not only representing their companies at industry moments like Cannes. They are also modeling behavior for their teams. If leaders want teams to experiment, learn and adapt, they have to show that mindset themselves.
[10:26] The Rise of the Multi-Hyphenate Marketer — Lara describes herself as a multi-hyphenate marketer, shaped by experience across B2C, B2B, B2B2C and different business models. Her point is that the fundamentals still matter, but marketers need the agility to apply them across industries, monetization models and emerging categories. That kind of range is becoming more valuable as companies navigate category creation, AI transformation and increasingly blurred customer journeys.
