In partnership with Microsoft, our global creative team harnessed the AI power of Bing Image Creator to imagine a series of fantastical sea creatures. Featured in the Microsoft Beach House at Cannes Lions 70, our designers’ 18 submissions immersed audiences in a vibrant, underwater world—and underscored AI’s ability to amplify our creativity and human ingenuity.

What did our global design team learn through the AI-powered process? Here are key takeaways for creators experimenting with generative AI tools:

▪️ Articulate a clear vision by giving AI platforms enough direction as you iterate toward a desired result.
▪️ Using generative AI in collaboration with others is an amazing way to boost innovation.
▪️ Prioritize making a human connection from the beginning as the best outputs elicit an emotional response.

Thank you to Microsoft for inviting us to take part, and congratulations to our designers—Alec KleinSandra Ferreira ReynoldsClinton ClarkeHolly ParkinFernanda CanellasElizabeth MotoleseNijel Taylor and Bableen Chopra—on these unforgettable works of art.