Marcel Marcondes, the CMO of Anheuser-Busch talked to Variety‘s Ramin Setoodeh about the future of advertising, explaining how it will most likely begin to look more fragmented and personal.

“We will have tools to talk to you in a different way than we talk to her and we’re gonna be able to tailor-make messages,” Marcondes said at the Variety Studio at Cannes presented by Inscape & “And we’re seeing something great is happening now, that advertising as a whole is becoming much more multi-cultural which is great because we’re starting to have a much more realistic representation of who we are as people.”