After one of many most controversial Cannes Lions in historical past, different advert business awards exhibits are tightening their protocols round the usage of synthetic intelligence (AI) in awards submissions.
The One Membership for Creativity, the Clio Awards, and D&AD advised ADWEEK they’re reviewing their tips round AI forward of opening for submissions later this 12 months.
The Effie Awards, which as of final 12 months are additionally owned by Cannes Lions’ father or mother firm, Informa, declined to remark.
The Clio Awards, which open for entries in September, are “evaluating subsequent steps for methods to advance our course of” for entries and jury code of conduct in response to the Cannes controversies and the rising use of AI, stated Sheena Bermingham, government director of communications.
The One Membership for Creativity, which operates awards together with The One Present and ADC Awards, is “tightening our protocols to deal with AI-edited submissions and false efficacy claims,” CEO Kevin Swanepoel stated. This contains adjusting shopper verification letters in order that each purchasers and companies should particularly affirm the accuracy of details and metrics introduced within the case research.
Extra instruments and verification measures are beneath growth and will probably be introduced when The One Present opens for entries in September, Swanepoel stated.
Swanepoel maintained that these measures aren’t meant so as to add an additional burden for judges, whom the One Membership desires to remain “targeted on celebrating one of the best in creativity, whereas guaranteeing that sturdy programs are in place behind the scenes to guard the integrity of the work being honored,” he stated.
“We don’t count on [judges] to behave as AI auditors or truth checkers,” Swanepoel added.
D&AD, in the meantime, has for the previous two years required entrants’ full disclosure on how AI was used within the closing artistic work. For the 12 months forward, it would widen that disclosure to incorporate each the artistic course of and submission supplies.
The London-based group can be evaluating verification instruments for awards submissions that will probably be used alongside present human checks, stated chief working officer Donal Keenan. However given the growing reliance on AI search, which “stays unproven,” the group is taking a “cautious, thought of strategy” to deciding on fact-checking instruments, he added.
D&AD will replace its accredited verification instruments and announce a brand new entrant sign-off course of “to strengthen accountability” forward of the awards opening for entries in November.
A String of Scandals
This 12 months’s Cannes Lions—lengthy thought of the business’s most prestigious awards—was marred by scandals that led to withdrawn Lions, government departures, and shopper backlash.
Cannes Lions revoked the Grand Prix and two extra Lions for DDB company DM9’s marketing campaign for Whirlpool Consul after discovering it included AI-manipulated footage from a CNN Brasil broadcast. DM9 apologized, and its co-president and chief artistic officer Icaro Doria stepped down.
In the meantime, LePub took disciplinary motion in opposition to workers accountable for presenting deceptive and unverified ends in a case research movie with out shopper approval in a Bronze Lion-winning marketing campaign for New Steadiness and São Paulo FC.
Work from Intestine Amsterdam, Gifted India, and FCB India additionally got here beneath scrutiny for allegedly misrepresenting outcomes or overstating company contributions of their submissions.
In response to the controversies, Cannes launched new world integrity requirements which can be set to take impact for 2026 submissions. They embrace a dual-layer fact-checking system utilizing AI and human overview; obligatory senior sign-offs on entries from each company and shopper; clear guidelines round artificial media; and a brand new Integrity Council to supervise escalated circumstances.
Companies discovered to have submitted intentionally deceptive work could face a ban of as much as three years.
