Manny Ruiz of Minivela & Brilla Media: “Humans Must Remain the Storytellers”

As artificial intelligence transforms content production, brands must ensure technology enhances human storytelling rather than replacing it, according to Manny Ruiz, CEO of Minivela.

Speaking during Latino US Day at Cannes Lions 2026, Ruiz said innovation should always preserve the role of creators behind the stories. “We have to understand how technology interacts with humanity,” he said. “AI should enhance the creative process, but human beings remain the storytellers.”

Ruiz stressed that actors, writers and creative professionals should continue to play a central role as AI becomes more integrated into production and post-production workflows. He also highlighted the growing importance of Hispanic consumers for marketers.

“Regardless of politics, the U.S. Hispanic market is the growth engine for almost every major brand,” he said.

That reality, he explained, is why companies such as Procter & Gamble and Albertsons continue investing in Latino audiences through partnerships with Minivvela.

Ruiz attended Cannes Lions for the first time to unveil what he described as the world’s first retail media micro-drama, developed in collaboration with those brands.

The project combines entertainment, commerce and branded content into a new storytelling format that he believes could reshape retail marketing. “This is just the beginning,” Ruiz said. “We’re seeing the future of content, commerce and entertainment come together.”