The AI pendulum is swinging back to a more realistic place, says Don McGuire, CMO of Qualcomm

Qualcomm CMO Don McGuire said at the 2026 Cannes Lions Festival that AI discourse has shifted to a more realistic perspective, emphasizing human-AI collaboration over replacement.

Don McGuire, CMO at Qualcomm, talks AI, the Snapdragon brand, and F1 Don McGuire, CMO of Qualcomm, spoke to Business Insider during the 2026 Cannes Lions Festival of Creativity, saying that talk of artificial intelligence in the enterprise is at a more realistic place. "It's about humans and AI together that's really going to make it useful," McGuire said. "Not one or the other." More from CMO Insider /show/cmo-insider Don McGuire, CMO of Qualcomm, spoke to Business Insider during the 2026 Cannes Lions Festival of Creativity, saying that talk of artificial intelligence in the enterprise is at a more realistic place. "It's about humans and AI together that's really going to make it useful," McGuire said. "Not one or the other."