Ahead of the 73rd annual Cannes Lions International Festival of Creativity, Publicis released a parody film calling out agencies for making 'wrong promises' on AI in pitches. The article notes that agencies have been over-promising on technology trends for decades, with common examples including clients being sold a 'custom model' that the agency doesn’t own, or a layer over Midjourney with a $20-a-month subscription. The industry’s over-promising problem is described as a question of capability, not conduct, as agencies sell a version of AI-enabled capability most organisations aren’t built to deliver. The article states that every agency and client has access to the same stack: Gemini, Claude, ChatGPT, and the full suite of behavioural and audience data, and that the competitive edge lives in the systems people build around those tools. Most agencies are falling short because they are running 2026 work through 2019 org structures, 2019 incentive systems, and 2019 definitions of roles. At Huge, operating outside the constraints of a publicly traded holding company, the shift identified is from human labour to human stewardship, with responsibility for the final outcome and quality firmly in the hands of the person behind the tool.