Ad Awards Rush to Tighten AI...

After one of the most controversial Cannes Lions in history, other ad industry awards shows are tightening their protocols around the use of artificial intelligence (AI) in awards submissions.

The One Club for Creativity, the Clio Awards, and D&AD told ADWEEK they are reviewing their guidelines around AI ahead of opening for submissions later this year.  

The Effie Awards, which as of last year are also owned by Cannes Lions’ parent company, Informa, declined to comment. 

The Clio Awards, which open for entries in September, are “evaluating next steps for how to advance our process” for entries and jury code of conduct in response to the Cannes controversies and the growing use of AI, said Sheena Bermingham, executive director of communications. 

The One Club for Creativity, which operates awards including The One Show and ADC Awards, is “tightening our protocols to address AI-edited submissions and false efficacy claims,” CEO Kevin Swanepoel said. This includes adjusting client verification letters so that both clients and agencies must specifically affirm the accuracy of facts and metrics presented in the case study.

More tools and verification measures are under development and will be announced when The One Show opens for entries in September, Swanepoel said. 

Swanepoel maintained that these measures aren’t meant to add an extra burden for judges, whom the One Club wants to stay “focused on celebrating the best in creativity, while ensuring that strong systems are in place behind the scenes to protect the integrity of the work being honored,” he said. 

“We do not expect [judges] to act as AI auditors or fact checkers,” Swanepoel added. 

D&AD, meanwhile, has for the past two years required entrants’ full disclosure on how AI was used in the final creative work. For the year ahead, it will widen that disclosure to include both the creative process and submission materials.

The London-based organization is also evaluating verification tools for awards submissions that will be used alongside existing human checks, said chief operating officer Donal Keenan. But given the increasing reliance on AI search, which “remains unproven,” the organization is taking a “cautious, considered approach” to selecting fact-checking tools, he added. 

D&AD will update its approved verification tools and announce a new entrant sign-off process “to strengthen accountability” ahead of the awards opening for entries in November.

A String of Scandals

This year’s Cannes Lions—long considered the industry’s most prestigious awards—was marred by scandals that led to withdrawn Lions, executive departures, and client backlash. 

Cannes Lions revoked the Grand Prix and two additional Lions for DDB agency DM9’s campaign for Whirlpool Consul after finding it included AI-manipulated footage from a CNN Brasil broadcast. DM9 apologized, and its co-president and chief creative officer Icaro Doria stepped down.