Yannick Bolloré: ‘AI is a powerful creative partner’

Are you optimistic about the future of creativity?

I’m incredibly optimistic about the future of creativity. As Generative AI advances and baseline creativity becomes more accessible, it opens the door for truly bold, boundary-pushing ideas to shine. Human vision, empathy, and originality are breaking through the noise and forging real connections. Content is becoming more powerful because, to be truly relevant, it must resonate with audiences on a deeply personal level, by educating, entertaining or inspiring them.

As creativity is challenged to rise above AI, we’re also seeing AI emerge as a powerful creative partner. We’ve witnessed this truth unfold through notable gains in creative ideation, driven by our teams’ ability to iterate on ideas more quickly and leverage deeper insights to confirm their assumptions and amplify their vision.

At the same time, creativity is benefiting from increased collaboration, bringing together diverse voices, perspectives and skills like never before. This blending of ideas leads to richer, more original work.

In this evolving landscape, I believe that creativity has a bright future that will be shaped by those who lead with both heart and insight.

Have clients become more risk-averse because of global uncertainty?

A potential uptick in risk-averse behaviour among clients is understandable, given the current global uncertainties. However, this shift also presents a clear opportunity for our agencies to lead with confidence and creativity.

In times of volatility, brands often hesitate, but it’s precisely in these moments that bold moves can create impact. The challenges that marketers face today, such as weak insights, data overload, and delays in responding to cultural moments, are urgent calls to action. By leaning into these challenges, we can help our clients not only navigate uncertainty but also stand out because of it.

We help marketers turn data into meaningful insights that fuel confident, creative decision-making. By combining human intelligence with advanced tools and AI, we uncover the cultural signals and audience truths that spark breakthrough ideas. And with integrated teams across strategy, creative, and production, we’re built for speed – helping brands move with culture, not behind it.

What cultural event are you most looking forward to this year and why?

As a lifelong sports enthusiast, I’m already looking forward to the Winter Olympics in 2026. There’s something uniquely powerful about the energy the Games generate. The Olympics are more than just a competition; they unite cultures, inspire excellence and showcase the very best of human potential.

Reflecting on the Paris 2024 Summer Games, I’m incredibly proud of the role so many of our agencies played in making it a success. From organising expectational events like the opening ceremonies to brand storytelling and fan engagement, our teams helped bring the spirit of the Games to life in unforgettable ways.

Looking ahead, the Winter Olympics presents another opportunity for brands and communities to connect on a global stage. I see it as an opportunity to be bold, to innovate, and to continue shaping culture through the power of sport.

Yannick Bolloré is the chief executive and chairman of Havas.