Cannes Lions Creators Discuss AI and Metaverse at International Festival of Creativity

Coin World reported:
Every summer, the advertising, marketing, and media industries flock to Cannes, France to attend the Cannes Lions International Festival of Creativity. Advertising award ceremonies, lukewarm pink wine trading, and festival palaces filled with industry professionals discussing their latest ideas.
This year, Decrypt and sister Web3 media Rug Radio found themselves in a predicament. Decrypt partnered with Partouche Multiverse, an innovation subsidiary of the Partouche Group, and the NFT series Clown Club to embark on the Joker Odyssey, a five-day event held on a yacht moored next to the palace.
On that day, a program of speeches covering innovation, creation, entertainment, and disruption encompassed various topics ranging from artificial intelligence in film and music to inclusivity in the digital age.
“The metaverse is an opportunity beyond gaming,” said Sebastien Borget, co-founder and COO of The Sandbox, in a panel discussion on “How the Metaverse Will Gamify Real-Life Experiences.”
He explained, “We use gamification mechanisms, but it’s not 100% a game.” He added that the metaverse can help bridge the gap between the physical and digital worlds. He said, “I played for 20, 40 minutes, exploring different parts, completing missions, and getting physical digital rewards.” “It drives me to go to a physical place and enjoy certain benefits.”
Karen Levy, co-owner of the private DSL collection of contemporary Chinese art, discussed the importance of adopting a balanced approach to using technology in creation. “Our secret sauce is to involve experts from the art world—artists, designers, curators—together with technology because you can’t just use technology without involving the art world.”
Multidisciplinary artist Jake Oleson explained in his work his approach of using artificial intelligence, referring to it as “an insightful collaborator.” “I basically have therapy sessions with ChatGPT,” he said. “Dive into different things that happen in my life, contemplate the direction of the story. And critically analyze, like the script I might be working on.”
Steven Adams, founder of Alta Global Media, aimed at the idea that artificial intelligence is a “benign fusion of all cultures,” pointing out that it “leans heavily towards the West, leans heavily towards men, and has many blind spots.”
Adams said that artificial intelligence “sometimes does shocking things, comes up with terrifyingly biased conclusions, and sometimes produces repulsive images.”
Lisa Smith, Partner at Deloitte Digital, discussed how the company collaborated with the British Paralympic Association to develop the metaverse augmented reality experience Mindscape and questioned how they are using emerging technologies. “We thought we knew what inclusive design is,” she said. “Unless you sit next to an athlete and say, ‘No, don’t use genAI to make me sound like I have no language barriers,’ you really don’t know.”
In addition to the daily lectures, guests of Joker Odyssey can indulge in the Web3 wine and spirits market InterCellar, or relax through the psychedelic meditation art installation Alpha Wave Experience. As the sun sets over Cannes, music floats on the pier as they step onto the dance floor, enjoying DJ and cabaret performers celebrating the underground scene.
Jordan About, COO of Partouche Multiverse, explained, “Partouche Multiverse, an innovation subsidiary of the Partouche Group, created the Joker Odyssey primarily to foster more interaction between tech decision-makers and creatives. They can conquer the world together. That’s why we created the most disruptive tech event at the heart of the world’s largest festival of creativity.”