DM9 loses Cannes Lions awards for GenAI use violating rules. Cannes to mandate AI disclosure, signaling new era for advertising ethics.
DM9’s use of generative AI within its case film “breached the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by our juries and the wider community,” reads a statement issued by the awards entity. “Cannes Lions exists to celebrate creativity that is real, representative and responsible.”
According to Cannes Lions, the decision to mutually withdraw the entries and the awards was made after an investigation and review with the relevant parties and independent auditors. The news signals the kinks yet to be worked out around the use of AI, despite some marketers’ excitement for the buzzy tech.
Cannes Lions said it would introduce enhanced measures for upcoming competitions requiring participating organizations to sign an improved code of conduct. Mandatory disclosure of AI use will also be part of the entry process, “with non-disclosure constituting grounds for disqualification or withdrawal,” the use of content detection tools to identify manipulated case films and materials and a dedicated review committee comprised of experts in AI, ethics and content integrity.
DM9 is part of Omincom Group’s DDB Network. It was unclear what effect the withdrawal of the Consul, OKA Biotech and Urihi Yanomami entries would have on DDB’s “Network of the Year” honors from this year’s Cannes Lions festival. Other campaigns from DM9, including those for KFC (“Prize on the Bone”) and MRV Construction (“Building Futures”) were not withdrawn.
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Additionally, DM9’s chief creative officer and co-president Icaro Doria has resigned from the agency, according to Adweek. Doria took responsibility for the controversy, and in its wake, the agency announced that it would introduce internal safeguards, including an AI ethics committee, to prevent similar occurrences. Doria’s replacement has not been identified.
This year’s Cannes Lions event was filled with drama beyond the issues surrounding DM9. LePub’s Bronze Lion-winning campaign, “Followers Store,” for New Balance and São Paulo FC is also under scrutiny for alleged lack of client approval and unverifiable performance claims.
