Michelle Cobas of MEL: “Latino Day Is a Safe Space for the Conversations Cannes Needs”

As artificial intelligence becomes increasingly embedded in the creative industry, the challenge is no longer whether to adopt the technology, but how to preserve the human perspective behind it. That was the central message from Michelle Cobas, Managing Director and Chief Growth Officer at MEL, during Latino US Day at Cannes Lions 2026.

Cobas moderated a panel exploring how the industry can maintain its human edge as AI transforms advertising, marketing and content creation.

“We’ve been talking about AI since it first became a major topic at Cannes last year,” she said. “This year, the conversation needed to focus on humanity—particularly through the lens of the Latino community and how AI may impact both consumers and our industry.”

Rather than viewing AI as a threat, Cobas encouraged the industry to prepare for the changes it will bring, especially for the next generation of creative talent.

“We believe the industry will be affected, particularly in how future talent is trained,” she said. “But with every innovation comes a shift. While some jobs disappear, others are created.”

For Cobas, the industry’s responsibility is to ensure that technological progress does not come at the expense of cultural understanding.

“The key is maintaining that cultural nuance and bringing that cultural lens into the work,” she said. “We’re optimistic that there will continue to be space for everyone in this industry to thrive.”

Beyond the discussion on AI, Cobas highlighted the importance of Latino US Day as a unique platform within Cannes Lions.

“Latino Day is incredibly important,” she said. “It’s a forum for conversations that don’t really have a place elsewhere at Cannes, and it’s a safe space where colleagues can openly discuss these issues.”

Looking ahead, she hopes the event will continue to grow by bringing more voices into the conversation.

“I’d love to see more colleagues from outside our community join these discussions,” she said. “We’ll all learn from one another. That’s why I hope Latino Day continues—it has become a wonderful addition to Cannes.”