AI can generate words, images and ideas in seconds. But the conversations that stayed with me after Cannes Lions International Festival of Creativity were not about what technology can create. They were about something much harder to replicate: meaning.
Every person carries a story. The experiences we have, the places we come from, the people we meet and the moments that shape us all influence who we become. I have always been fascinated by those stories, the ones that reveal what matters to us, the moments where we feel truly seen and the courage it takes to express ourselves honestly.
Across three very different brands, Coach, Sephora and Hinge, I noticed a shared belief: the most meaningful brands are not simply creating content or telling people what they stand for. They are creating spaces where people can express who they are. Because behind every interaction, every community and every relationship is a human desire that has remained constant: to be understood, to belong and to feel free to be ourselves.
Coach captured this beautifully through an unexpected question: What do books mean to you? A book is never just an object. It can be a portable refuge, a reflection of identity, a source of belonging and a connection between strangers. The books we carry often reveal something about who we are, what inspires us and the stories we want to be part of. That idea extends far beyond books. The things we carry have become expressions of ourselves. For Gen Z especially, luxury is shifting beyond exclusivity and status. It is becoming about meaning, identity and self-expression. People are choosing brands that reflect who they are, what they aspire to become and the next chapter they are creating. That is where storytelling evolves into something more powerful: story-building.
As Joon Silverstein, CMO of Coach, said: “The strongest brands are not the authors of every story. They create platforms where people become co-authors, bringing their own experiences, perspectives and interpretations into the conversation. Because stories help us understand ourselves, see each other differently and create a sense of connection.”
This same idea of self-expression came through powerfully in Sephora’s story. A transgender woman shared how Sephora became a place where she felt most like herself, a space where she could explore her identity, express herself freely and feel accepted without judgement. It was not simply a story about beauty products. It was a story about belonging. And perhaps that is where brands earn their deepest form of trust. Not through what they say, but through the moments where people feel recognised and understood. A product can create a transaction, but an emotional connection creates a relationship.
Hinge approached this same human truth from a completely different perspective. Its purpose is simple: to make the world a little less lonely. Even its tagline, Designed to be Deleted, challenges how we traditionally think about digital products. While many platforms focus on keeping people engaged for as long as possible, Hinge defines success differently. The goal is not to keep people on the app forever. It is to help them find a connection meaningful enough to leave. The product is not the destination. Human connection is.
What connects Coach, Sephora and Hinge is not their industries, products or audiences. It is their understanding of people. Coach helps people express identity. Sephora helps people feel seen. Hinge helps people find connection.
Different categories. The same human truth.
As AI continues to transform how brands create, the opportunity is not to compete with machines on speed or volume. It is to focus on what makes us human: empathy, curiosity, culture and the ability to understand the stories people carry.
Because AI can create content. But humans create meaning.
And the brands that matter most will not be the ones that tell people who to be. They will be the ones that give people the courage to be real.
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