Cannes Lions has revoked the Creative Data Lions Grand Prix awarded to DM9’s campaign “Efficient Way to Pay” for Consul after discovering the use of AI-generated content to simulate real events and outcomes. DM9 also withdrew entries for its campaigns “Plastic Blood” for OKA Biotech and “Gold = Death” for Urihi Yanomami, leading to the removal of all 12 awards linked to these three campaigns, including one Grand Prix, three golds, four silvers, and three bronzes.
Following these developments, Cannes Lions has implemented new measures to uphold award integrity in the era of generative AI. These include an enhanced code of conduct for entrants, mandatory disclosure of AI use, AI-detection tools to identify manipulated content, and a dedicated review committee of experts in AI, ethics, and content integrity.
A statement from Cannes Lions emphasized that DM9’s use of AI violated entry rules regarding factual representation, undermining trust in the work evaluated by juries and the community. The awards entity stressed its commitment to recognizing creativity that is authentic and responsible.
The decision to withdraw the entries and awards came after investigations involving all parties and independent auditors. DM9 is part of Omnicom Group’s DDB Network, though it remains unclear how the withdrawals will impact DDB’s “Network of the Year” status. Other DM9 campaigns, such as those for KFC and MRV Construction, were not affected.
In response to the controversy, DM9 chief creative officer and co-president Icaro Doria resigned, accepting responsibility. The agency plans to establish internal safeguards, including an AI ethics committee, to prevent future issues. A replacement for Doria has not yet been named.
The Cannes Lions event has faced further challenges, such as questions regarding LePub’s Bronze Lion-winning “Followers Store” campaign for New Balance and São Paulo FC, which is under scrutiny for alleged lack of client approval and unverifiable performance claims.