# TechMagic: AI Scandals, Scam Ads, Cannes Lions, DM9 and Creative Integrity
While the usual hosts of TechMagic take a break, a recent episode of Adspeak by ADWEEK is worth your attention. The discussion features Adspeak's editor in chief Ryan Joe with brands editor Rebecca Stewart and agencies reporter Audrey Kemp. They dig into the aftermath of this year’s Cannes Lions festival, where AI-manipulated case studies sparked a major controversy, especially involving the agency DM9.
The episode covers how AI is changing creative submissions, the ethics surrounding "scam ads," and the introduction of new global integrity standards. For creatives, marketers, and agency leaders, this is an urgent conversation about the future of advertising awards in an AI-driven environment.
Rethinking Award Integrity
Rebecca explains how Cannes Lions judging has shifted to balance creativity with business impact. Juries have become more diverse, and submissions now require detailed case studies that prove strategy, execution, and verified results. Agencies invest heavily in entries, and the pressure is on to create storytelling that resonates both emotionally and commercially.
The DM9 AI Scandal
Audrey uncovers how Brazilian agency DM9 used AI to doctor footage and falsify endorsements to win big at Cannes. This led to a backlash and the revocation of multiple awards, including a Grand Prix. The scandal exposed gaps in the verification process and forced the industry to face difficult questions about AI ethics.
New Rules, Real Consequences
Cannes Lions introduced new global integrity standards: AI detection tools, mandatory agency-client approvals, and human fact-checking. Agencies caught violating these rules face bans of up to three years. Audrey and Rebecca discuss how these changes set a new standard for accountability and what it means for agencies seeking recognition.
Creativity Meets Commerce
Rebecca highlights the evolving criteria where innovation must be paired with real commercial impact. Storytelling alone won’t cut it anymore—juries expect proof of tangible outcomes. This shift encourages agencies to align creative work with client results while maintaining the creative spark.
About Cathy Hackl
Cathy Hackl is a respected global business and gaming executive, tech futurist, and media personality. She’s a leading authority in emerging tech, spatial computing, and gaming. Cathy advises companies, brands, cities, and governments on gaming, AR, AI, spatial computing, metaverse strategies, and strategic foresight. Her clients include Nike, Walmart, Louis Vuitton, and Clinique. She has previous experience at Amazon Web Services, Magic Leap, and HTC VIVE.
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