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The Brazilian agency DM9 has withdrawn its “Efficient Way to Pay” campaign from this year’s Cannes Lions after it was found to have used AI and other forms of manipulation in its case study to overstate the campaign’s efficacy. 

The entry won the Grand Prix in the Creative Data Lions, as well as another Bronze. Soon after winning the Grand Prix, rumours began to spread that the case study included fake footage, and the Festival said it was investigating the matter.  

Cannes said Friday that “after consultation” with the agency, the work was “mutually” withdrawn. 

“This follows the discovery that AI-generated and manipulated content was used within the case film to simulate real world events and campaign outcomes, resulting in the jury being presented with inaccurate information during their deliberations.

“This breaches the Cannes Lions entry rules on factual representation, and undermines the trust placed in the work by our judges and the wider community,” said Cannes Lions in a statement.

“Cannes Lions exists to celebrate creativity that is real, representative, and responsible,” it said. 

Two other campaigns by the Sao Paulo-based agency, which is part of Omnicom’s DDB network, were also withdrawn from the competition: ‘Plastic Blood’ for OKA Biotch, and “Gold = Death” for Urihi Yanomami. 

“All parties acknowledge that the level of legitimacy does not meet the necessary standard,” said the Cannes Lions statement. 

DDB Worldwide won Global Network of the Year honours at this year’s awards, with more than 100 Lions.

DM9 announced on Thursday that co-president and CCO Icaro Doria has stepped down from his role after the controversy broke open. “The decision was made by mutual agreement and marks the end of a cycle that began in 2022, characterized by significant creative achievements and the consolidation of a new phase for DM9 in the Brazilian market.”

Cannes also said on Friday that it plans to introduce “a series of enhanced measures” designed to ensure that the industry’s most prestigious awards would “remain robust in the era of synthetic content, media, and generative AI.”

The new measures include an enhanced code of conduct that must be signed by all participating organizations, mandatory AI disclosure are part of the entry process, the use of content detection tools to identify manipulated case films and material, and a dedicated review committee comprised of experts in AI, ethics, and content integrity.

Meanwhile, brewer AB InBev has apologized for a claim in the case study for “One Second Ads,” which won the Grand Prix in the Audio & Radio Lions. 

The Budweiser campaign asked consumers to guess popular songs from just one-second snippets—the maximum amount of time they could use a song without having to pay rights fees. Whenever someone guessed correctly, they received a Budweiser coupon. 

While Africa Creative DDB, the agency behind the campaign, saw avoiding rights fees as a good thing, AB InBev admitted it was a bad look for the company, and apologized in a statement provided to AdAge on Thursday. 

“We deeply respect artists and hear the concern,” the company said. “We have a long history of supporting musicians, festivals and events. We’re sorry and are working to resolve this.”

This article originally appeared on Campaign.