Cannes Lions has confirmed that, after consultation with the entrant company, DM9, the Creative Data Lions Grand Prix winner, ‘Efficient Way to Pay’ for Consul, has been withdrawn. 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.
This breaches the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by our juries and the wider community. Cannes Lions exists to celebrate creativity that is real, representative, and responsible.
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.
As an extra measure, and following a thorough internal review, DM9 has chosen to withdraw the entries ‘Plastic Blood’ for OKA Biotech, and ‘Gold = Death’ for Urihi Yanomami. All parties acknowledge that the level of legitimacy does not meet the necessary standard. All prizes will be withdrawn as a result.
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 measures will be supported by formal enforcement procedures, including potential disqualification, public disclosure, or award withdrawal where necessary.
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.
