Francisco Cárdenas from Avocado From México: “Stop Fearing AI and Start Playing With It”

Artificial intelligence should be viewed as an opportunity for creativity rather than a source of fear, according to Francisco “Pancho” Cárdenas, director brand and digital marketing at Avocados From México, who spoke during Latino US Day at Cannes Lions 2026.

Reflecting on a panel exploring the intersection of AI and culture, Cárdenas said the conversation focused on how the technology is reshaping creative industries around the world and how professionals should respond. “The narrative around AI has changed,” he said. “People are accepting that it’s here to stay, yet there are still conversations driven by fear.”

The discussion was structured around three questions: what the industry should stop doing, start doing and continue doing.

For Cárdenas, the answer is straightforward. “Stop being afraid,” he said. “Start playing with AI, experimenting with it and using it as a creative tool that frees us from old limitations.”

At the same time, he argued that technology should never replace the industry’s core mission. “We should continue being what we’ve always been—creative problem-solvers who use every tool available to make the world better.”

Beyond artificial intelligence, Cárdenas emphasized the importance of Latino representation at Cannes Lions. “It’s incredibly important that we have a voice at an event like Cannes because it sets the stage for larger conversations about culture,” he said.

Looking ahead, he believes Latino leaders should become an even more visible part of the festival’s main program.

“Our goal shouldn’t be to have these conversations only among ourselves,” he said. “We should be taking the main stages and sharing these ideas with the entire industry.”