The 66th International Creativity Festival is underway in Cannes in the south of France. Thousands of people from around the world have gathered to share their views on what's hot in advertising, communication and marketing industries. CGTN's Xi Jia has more.  

Creativity makes the world go round. It's a human quality that exists in all of us. And it's especially important in business. That's where the Creativity Festival comes in.

SIMON COOK MANAGING DIRECTOR, CANNES LIONS "But they also come here to learn. They come here to learn because a people associated with being the end of creative, we like to think he is the start of another creative. Because this is where people come here and loaded up on insights and learning, and build relationships which will gonna propel them into the year ahead."

Big themes this year include new technologies like AI, big data and 5G. Concerns about the ethics of data are a hot topic. Technology can be used for good but it can also illuminate the darker side of humanity. So what should we do with technology?

SENG YEE LAU SENIOR EXECUTIVE VICE PRESIDENT, TENCENT "I think there is a lot to be learnt from our ancient wisdom alla the way back to Confucius, fundamentally it has to be a firm believe that technology can be used for good, that's a choice.The second fundamental thing that we believe in is that at the end of day, in every inner self of human being, there is a desire of doing kind things? So what we should do with technology is to make sure that it actually ignite and inspire and bring the best from humanity."

Technology can help find thousands of missing children, or collect donations for veterans or dropout students. Technology helps visually impaired people listen to information about the image by clicking on the screen, it can also help identify cancer at an earlier stage. On the one hand, technology can distract from pure creativity, on the other, it can bring creativity back to the surface.

SIMON COOK MANAGING DIRECTOR, CANNES LIONS "I think technology is empowering because it gives us more information, more data, more resources to get better connect with humans. I think provided you are able to fuse that data and that technology with creativity and humanity, then it can create many good things in the world."

XI JIA CANNES "As social innovation becomes an imperative trend, tech for good is a new social purpose for many businesses. Doing good with technology should become the shared agenda and a consensus in all industries. Xi Jia, CGTN, Cannes, France."