ARTIFICIAL INTELLIGENCE

Ad agency’s Cannes Lions award withdrawn over improper use of AI

By our African Marketing Confederation News Team | 2025

Organisers announce enhanced measures ‘to ensure that the awards remain robust in the era of synthetic content, media, and generative AI’.

In a controversy related to the use of artificial intelligence in advertising, the Creative Data Lions Grand Prix winner award given to Brazilian-based ad agency DM9 at Cannes Lions 2025 has been withdrawn. 

Photo: Stan-Paul Schipper via Flickr

This follows the discovery that AI-generated and manipulated content was used within the case film to simulate real world events and campaign outcomes, resulting in the jury being presented with inaccurate information during their deliberations. 

 

According to a statement released by the awards festival organisers, this breaches the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by its juries and the wider community. 

 

“Cannes Lions exists to celebrate creativity that is real, representative and responsible,” the statement says. 

 

“After a thorough investigation and review, conducted in consultation with the relevant parties and Cannes Lions’ independent auditors, we concluded that the only appropriate course of action was to mutually withdraw the entry from the festival, and therefore withdraw the Grand Prix and associated prizes.” 

 

In a related development reported by the advertising industry publication Adweek, DM9’s Chief Creative Officer and Co-President, Icaro Doria, has resigned from the agency and is said to have taken responsibility for the controversy. 

 

“The agency apologised and said it was introducing internal safeguards, including the creation of an AI Ethics Committee,” Adweek reported. 

 

DM9 produced the campaign, titled ‘Efficient Way to Pay’ for its client Consul Appliances. The agency subsequently chose to withdraw Cannes Lions award-winning campaigns for two other clients.  

 

“All parties acknowledge that the level of legitimacy does not meet the necessary standard. All prizes will be withdrawn as a result,” the Cannes Lions statement says. 

 

New measures to keep the awards ‘robust’ 

 

Looking ahead, Cannes Lions will introduce a series of enhanced measures to ensure that the awards remain robust in the era of synthetic content, media, and generative AI. These include: 

 

  • Commitment. An enhanced Code of Conduct that must be signed by all participating organisations. 
  • Transparency. Mandatory AI disclosure as part of the entry process, with non-disclosure constituting grounds for disqualification or withdrawal. 
  • Detection. Content detection tools may be used to help identify manipulated case films and materials. 
  • Adjudication. A dedicated review committee comprised of experts in AI, ethics, and content integrity. 

 

“These new and enhanced measures reinforce the festival’s commitment to honouring work that upholds the highest standards of truth, fairness, transparency, and creative excellence,” the Cannes Lions statement says. 

 

Comments the marketing industry website, Marketing Dive: “The news is a signal of the kinks yet to be worked out around the use of AI, despite some marketers’ excitement for the buzzy tech.” 

View all articles »
author avatar
Rozanne
See Full Bio

PUBLICATIONS

Strategic Marketing for Africa Magazine

CONTACT INFORMATION

[email protected]

0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.