Havas unveils AI-era study linking brand desire to stronger business growth

CANNES: In an age where algorithms can put brands in front of consumers in seconds, the bigger challenge may be becoming the brand people actually want. That is the central finding of a new global study unveiled by Havas at the Cannes Lions International Festival of Creativity, which argues that desire, not just visibility, is the strongest predictor of sustained brand growth.

The report, titled The Science of Desire, introduces a new strategic framework aimed at helping marketers understand what drives consumer preference, loyalty and long-term business performance. The research builds on more than a decade of Havas’ Meaningful Brands studies and marks a shift from measuring relevance to understanding the emotional and behavioural forces behind consumer choice.

Drawing on insights from more than 87,500 respondents, over 2,400 brands across 10 markets and 1,000 AI-powered interviews, the study identifies three core drivers of desire: attraction, affinity and attachment. According to the findings, brands that successfully build desire enjoy 2.2 times greater fame, 87 per cent higher pricing power and 2.4 times more sustained growth than their peers.

The research also suggests that desire matters increasingly in AI-driven environments. Havas found that highly desirable brands are up to four times more likely to be surfaced or cited by AI systems, giving them an advantage even as automation plays a growing role in consumer discovery.

Yet the study highlights a significant gap. Havas estimates that 84 per cent of brands remain trapped in what it calls a “desire deficit”, occupying a middle ground of consumer indifference and achieving only 61 per cent of their potential.

Speaking at Cannes, Havas chairman and ceo Havas chairman and CEO Yannick Bolloré said the next era of marketing will be defined by the balance between technology and human understanding.

“We believe growth starts with what truly moves people. In today’s AI-driven landscape, the most successful brands will be those that combine technological power with deep human understanding and creativity to build lasting connections,” he said.

The study arrives alongside an expansion of Havas’ Converged.AI ecosystem, the group’s technology and data platform designed to connect insight, creativity and execution.

As part of that strategy, Havas announced a larger investment in Vurvey Labs and will serve as lead investor in the company’s Series B funding round. The investment forms part of Havas’ previously announced €400 million commitment towards data, technology and AI by 2027.

Vurvey’s platform combines AI agents with millions of real consumer interviews to create synthetic audiences that mirror real-world behaviour. The technology enables brands to test products, campaigns and messaging before launch, helping marketers make faster and more informed decisions.

Vurvey Labs founder and CEO Chad Reynolds said the company is focused on building AI systems that understand people beyond static datasets.

“At Vurvey, we are building the world’s leading human AI company, helping organisations better anticipate how people think, feel and make decisions,” Reynolds said.

Beyond Vurvey, Havas also highlighted new developments across its AI infrastructure. These include an expanded partnership with Akkio to strengthen agentic decision-making capabilities, continued development of its Vermeer.ai content production platform, and broader deployment of AVA, its secure AI environment used by more than 23,000 employees globally.

Havas Creative Network global chief strategy, data and innovation officer Mark Sinnock said brands can no longer rely solely on being seen.

“Being seen is not enough. You must be desired. In a world where optimisation is increasingly automated, creativity is what creates connection, builds desire and drives growth,” he said.

Meanwhile, Havas Media Network global chief strategy officer Joanna Lawrence noted that sustainable growth ultimately comes from repeated consumer choice, not one-off transactions.

The launch of The Science of Desire reflects a broader shift taking place across the marketing industry, where AI is reshaping how brands reach consumers while making emotional connection and differentiation more important than ever. For Havas, the message is clear: technology may improve efficiency, but desire remains the force that turns attention into lasting growth.