This year’s Cannes Lions Festival — the world’s biggest celebration of creativity — made headlines for all the wrong reasons. Brazilian agency DM9 was stripped of multiple awards — including a Grand Prix — after using AI to fabricate campaign case study results.
Jason Harris breaks down how they pulled it off, why it’s a symptom of a bigger problem in the industry, and what Cannes is doing to prevent it from happening again. From deepfakes to fabricated results, AI is making award scams easier than ever — and the fallout could change the way we measure creative success.
Key Takeaways:
✅ AI has made it easier to manipulate case studies and campaign results.
✅ Cannes Lions is implementing stricter AI disclosure rules and expert reviews.
✅ If we can’t trust the work we celebrate, what’s the point of celebrating it?
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