The annual Cannes Lions International Festival of Creativity kicks off in Cannes, France on Monday, with some of the leading media companies gathering to celebrate innovation in advertising and related fields.

Disney's President of Global Advertising Rita Ferro (DIS) joins Yahoo Finance Anchor Rachelle Akuffo and Executive Editor Brian Sozzi from Cannes Lions to give insight into how Disney is utilizing AI for the next generation of advertising.

Ferro enthusiastically comments on one of the biggest themes for this year's event: "I think you will see a transition to an immersive platform where streaming will underpin the basic core of the reason people come there. But you'll also think about how you interact on your social platforms, how gamification comes into that, shopping comes into that experience all within one advertising experience."

She continues by using ESPN as an example: "You can imagine a world where a sports fan will come to ESPN and they'll be able to do everything in one platform; their sports betting opportunity through ESPN Bet, they'll be able to create their fantasy experience there, they'll be able to do shopping, interactivity, simulcast, watch short form, share content. And so it's really a migration of streaming will become a much more immersive platform or gaming and how that will participate as part of a full experience and surrounding fans with the content."

For more of Yahoo Finance's coverage of Cannes Lions International Festival of Creativity, click here

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This post was written by Nicholas Jacobino