As marketers grapple with AI, business leaders at Cannes Lions say human creativity and authenticity matter more than ever

Fortune opened its flagship Fuel Up event at Cannes Lions International Festival of Creativity with a panel discussion with Gstaad Guy, the fictional Swiss bon vivant whose alter ego skewers the ultra-wealthy and lampoons the luxury brands many in the room work for. His signature verdict on anything falling short of his exacting standards: À la poubelle. Straight to the bin, darling. A mediocre canapé? À la poubelle. An uninspired brand campaign? À la poubelle. The word authenticity, deployed lazily at a marketing conference? Absolument à la poubelle. Gstaad Guy has become a sought-after partner for the very brands he satirizes, most recently through a collaboration with Bentley. “People are buying the things I’m speaking about playfully, without me trying to sell them,” he said. “I was talking about the brands I work with today long before working with them. That’s where the authenticity comes in.” This authenticity has leant his commercial relationships credibility with Gstaad Guy’s 3.1 million Instagram and TikTok followers. “People assume that when you become more commercial, the content may lose that feel,” he added. “That actually never happened…it was quite the opposite.” Authenticity is a key consideration for consumers, with 97% saying it’s a key factor in deciding whether to support a brand and 81% reporting that they have stopped supporting a brand that no longer felt genuine, according to a 2026 Clutch report. “I was talking about the brands I work with today long before working with them. That’s where the authenticity comes in”Gstaad Guy at Fortune flagship Fuel Up event at Cannes Lions “When a connection is authentic and real, it’s obvious to both parties,” Gstaad Guy said. “And when it’s artificial or forced, it’s equally obvious. The audience always knows.” Winning the crowd That tension is particularly visible in sport, where audiences a