A recent TIME100 Talks panel in Cannes brought together CEOs and executives from various sectors to discuss the impact of artificial intelligence on creativity in their companies. The panel included representatives from Nespresso USA, Luma AI, Philip Morris International, and Publicis Sapient. Each leader emphasized the importance of humans and AI working together to generate creative value. According to Nespresso's Jessica Padula, AI can make good people even better by elevating the user experience and providing tools to teach consumers more about their products. The panelists agreed that humans and AI should work in unison, with AI amplifying human capabilities rather than replacing them. Philip Morris International's Stefano Volpetti noted that humans and AI together can become a force multiplier, personalizing experiences and changing habits at scale. Publicis Sapient's Nigel Vaz added that AI is pushing workers to develop the ability to constantly iterate and unlearn, and that companies should invest in both their human workforce and AI to get the best results. Luma AI's Amit Jain reiterated that a person will only lose their job to another person who is using AI, and that human-machine collaboration is the future of most technologies. The panelists also highlighted the importance of human qualities like agility, vulnerability, and thoughtfulness in unlocking creative thinking at work. Ultimately, the panel concluded that AI is an amplifier that can enhance human creativity and capabilities, but it is the human qualities that set individuals apart and drive true innovation.