As more than 15,000 marketers prepare to touch down at Cannes Lions next week, Publicis Groupe has coined a piece of industry slang you might hear on the Croisette: “AI pitch-maxxing.”
Riffing on “maxxing”— tech and internet slang for pushing something to the extreme — it describes what Publicis perceives as the phenomenon of agencies aggressively overselling their AI capabilities in pitches to win new business.
The business has created a tongue-in-cheek mockumentary-style film satirizing “AI pitch-maxing” while teeing up its broader Cannes message that clients want proof of business impact rather than promises alone.
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