During a fireside chat at Cannes Lions, ADWEEK CEO Will Lee spoke with Evros Group founder and CEO Andreas Roell, who noted that the first mention of AI came about 10 minutes into the conversation. Roell stated, "I feel like this year’s Cannes is almost the reclamation of our services and the human existence in the ecosystem." When asked if most agentic AI marketing solutions are "vaporware," Roell said what matters is if the tools help with client retention. He added that an agency’s long-held methodologies and in-house data currently give companies value and a leg up on LLMs.