By Laurent Péguret, Chairman, Dirox

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Cannes, February 2026. Between panel sessions and the busy aisles of the Palais des Festivals, one observation came through with striking clarity: the era of hype is over. This year, the World AI Cannes Festival did not feel like a showcase of technological enthusiasm, it felt like a reality check from a business world that is now demanding results.

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The dominant message of the festival could be summed up in a few words: AI must deliver. Governance, data control, cybersecurity, return on investment, concrete use cases, these were the concerns that shaped every conversation. Companies are no longer experimenting for the sake of it. They want solutions that are practical, secure, and ready for real operations.

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For Dirox, this shift in market expectations is more than an encouraging signal, it is a validation. From our strategic base in southern Vietnam, we help companies design, build, and scale digital solutions with the agility and execution power that today's environment demands. More than ever, organizations need partners who can move swiftly from idea to implementation, without compromising on quality, flexibility, or control.

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Another theme emerged clearly at Cannes: a growing appetite for trusted AI, and for applications with immediate business impact, document intelligence, workflow automation, internal knowledge assistants, industry-specific solutions. These are precisely the areas where Dirox creates value for clients looking to accelerate their digital transformation.

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WAICF 2026 made one thing plain: AI will not be defined by what it promises, but by what it produces. That is exactly where Dirox is committed to making a difference.

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