Gary Vaynerchuk, the internet marketer and hype man, has never met a trend he didn’t love. After pumping up crypto subcrazes such as web3 and NFTs, he’s now tinkering with generative artificial intelligence, testing tools to translate his podcasts and videos into every language automatically. He thinks the tech is legit. “It’s also disrupting all creative works. Like, I can write a hit song right now based on the last 500 hit songs,” he says, perched on a barstool, barefoot, aboard his corporate yacht parked at the Cannes Lions International Festival of Creativity in southern France.