The Cannes Lions Festival has withdrawn DM9's Grand Prix award for its 'Efficient Way to Pay' campaign following findings of AI-generated and manipulated content used to misrepresent campaign effectiveness. Concerns were initially raised by industry media regarding the authenticity of the case study film for Whirlpool’s Consul, ultimately leading to a formal complaint from CNN Brasil, which identified unauthorized alterations of its coverage. DM9 has admitted to serious discrepancies in three submissions, leading to the resignation of its co-president and the establishment of an AI Ethics Committee to enhance oversight on future projects.
Cannes Lions confirmed that all awards connected to these entries will also be withdrawn.
DM9 stated it is implementing internal reforms, including the creation of an AI Ethics Committee to prevent similar issues.
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