A McKinsey Partner Warns Slow AI Adoption Could Cost Companies Their Existence | Next to Lead

AI is rewriting the rules of marketing, but not every brand is ready for it. At Cannes Lions, Fortune's Ruth Umoh sat down with the marketing and growth chiefs behind four major brands to drop the polish and tackle the messy middle: what's really holding AI adoption back. How do you build momentum when your data strategy is still warming up? How do you chase innovation without torching the budget? And what happens when "AI-powered everything" creates more noise than results? Expect straight talk, live debate, and hard numbers on where the hype ends and the business impact begins.