While the main stages at Cannes Lions 2026 stayed on the safe ground of efficiency and content acceleration, the more consequential conversation happened at the fringes: how AI is changing the conditions under which businesses compete, not just the tools they use. Magnus Consulting examines what AI breaks, improves or unlocks at a structural level, and why speed, scale and product advantage are becoming less defensible by default. Buyers now form their view of you through AI-mediated discovery before your sales team is in the room, yet only 6% of senior decision-makers trust AI summaries for significant decisions. The piece argues GTM must become a continuously calibrated operating system rather than an annual plan.
For consultancies, the question is doubly relevant as advisers guiding clients through this shift, and as B2B firms whose own market position rests on advantages AI is quietly testing.
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