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

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.”

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.”