The AI pendulum is swinging back to a more realistic place, says Don McGuire, CMO of Qualcomm
THE SO WHAT
If Qualcomm’s CMO is talking about the AI hype pendulum at Cannes, brand and device marketers are already shifting from abstract AI promises to concrete on-device use cases and measurable lift. For operators, this is a cue to tighten AI narratives around latency, privacy, and specific user journeys — vague “AI-powered” messaging is about to underperform in both consumer and B2B channels.
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