Cannes Lions controversy  over the transparent use of AI has sparked industry soul-searching on integrity, AI and creative truth.

In a year when the Cannes Lions International Festival of Creativity was meant to celebrate groundbreaking ideas and human ingenuity.

As a result of this, the shock disqualification of Brazilian agency DM9 from its coveted Grand Prix win sent tremors through the creative world.

This has forced industry experts to confront uncomfortable truths about storytelling, technology and integrity

For this, MARKETING EDGE met with some industry experts who shared their views on the matter as well as the learnings.

Orunkoyi Adedeji, Director of Communication, Public Relations and route-to-market strategist at iPanache Communication, didn’t mince words about what went wrong.

“Every agency has its own guiding principles, and integrity should be non-negotiable,” he said.

“The blame, first of all, rests with the agency.

You must own your story. If you used AI to assist, disclose it.

It’s not a crime but hiding it breaks trust.”

Consequently, Adedeji emphasized the need for authenticity in creative recognition.

He also criticized the organizers’ late reversal of the prize, calling it a sign of poor due diligence.

“Both sides failed here. The agency failed to stay honest, and the organizers failed to check properly before rewarding the work,” he added.

“To prevent this in the future, the industry must embrace self-checks and do thorough background verification.”

Adding his voice to the debate, Yinka Adebayo, Executive Director at MediaReach OMD, pointed to the double-edged power of technology.

While AI can amplify creativity, he argued, it should never overshadow cultural sensitivity or originality.

“AI isn’t a threat to those who choose to evolve,” Adebayo explained.

“The real craft lies in how we localize what AI suggests how we adapt it to our market, our audience and our cultural truths.

That’s where human creativity remains irreplaceable.”

In light of the controversy, both experts issued a strong call for ethical reform.

Reflecting on the painful fallout from DM9’s lost glory, both experts agreed the scandal offers a wake-up call, that creativity cannot be sustained on shortcuts.

It must stand on a foundation of honesty, cultural intelligence and respect for intellectual property.

In an industry where technology tempts agencies to blur ethical lines, this episode stands as a powerful reminder.

And that is, that no algorithm can substitute for integrity.

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