Amazon’s Expansion and AI Ambitions, Lessons in Scale and Leadership

Amazon CEO Andy Jassy and P&G’s Marc Pritchard discussed how data, organisational discipline, and AI are reshaping the foundations of global advertising and commerce.

At the 2025 Cannes Lions Festival of Creativity, Andy Jassy, chief executive and chairman of Amazon, and Marc Pritchard, chief brand officer at Procter & Gamble, offered a sober assessment of how their respective organisations are adapting to structural shifts in technology, media, and consumer expectations. Their session focused not on campaign case studies or creative awards, but on the underlying mechanics of scale, innovation, and operational decision-making in two of the world’s largest businesses.

Amazon has grown from a niche e-commerce business to an organisation with annual revenues of $650bn and a market capitalisation exceeding $2trn. It operates across retail, cloud services, media, health care, and artificial intelligence. Jassy attributed this scale not to acquisitions or corporate diversification alone, but to a deliberate strategy of customer-centric problem-solving, technical hiring, and a decentralised internal structure that allows experimentation without losing cont…