The Cannes Lions Festival of Creativity event of this year is mainly about artificial intelligence, whereas the major topic of last year's event, the Metaverse, seems to have lost its prominence.

On account of that, two well-known global brands took the opportunity to remind everyone that the metaverse's decline have been greatly exaggerated. Julia Goldin, the Chief Marketing Officer of Lego, and Adam Sussman, the President of Epic Games, addressed the audience, sharing their beliefs about the potential of the metaverse. They also emphasized the shared vision between their companies, which has led to a long-term partnership aimed at launching new play experiences that will combine both digital and real-world elements. While they didn't disclose specific products, Goldin mentioned that Lego enthusiasts can anticipate the ability to build and create in exciting and innovative ways. That is why Lego and Epic Games have planned to present something that goes beyond faddishness and offers a meaningful path forward by leveraging metaverse technology.

Source: fastcompany.com