The Epica Awards, the only global creative competition judged by journalists, is introducing a new AI-powered tool to assist its 2024 jury. This development follows last year’s exploration of AI’s potential for evaluating creativity.
In 2023 the AI Jury Experiment (AIJE) used an AI to judge shortlisted entries based on text descriptions. Run on the margin of the competition, the initiative allowed the Epica Awards and its press jury to join the conversation about AI and its ability to assess creative work.
Thanks to rapid evolution over the past year, the tool is now able to judge entries across all categories by analysing various media, including video and case studies.
Nicolas Huvé, Epica Awards Operations Director and the tool’s creator, commented: "AIJE became so good that it led to what can only be described as ‘an Oppenheimer moment.’ Out of respect for our entrants and jurors, we thought it more responsible to keep it backstage this season, using it as a support tool rather than a judge.”
Rebranded as AIJE Advisor, the tool will be integrated into the online jury’s existing comments platform, giving jurors the opportunity to read what the AI thinks of entries.
The feature is purely optional and hidden by default, providing insights without suggesting scores. Potential benefits include combating fatigue, enforcing category alignment, and reducing the temptation to judge support material rather than the core idea.
"The AI is an additional perk and is not designed to replace the expertise and nuanced judgment of our jury,” Huvé added.
The Epica Awards’ cautious approach echoes the broader debate about AI’s role in the creative industries.
“Will AI eventually redefine how we judge creative work, or will it remain a supplemental tool, unable to grasp the full depth of human imagination? These are questions the use of AIJE 2.0 invites us to consider,” noted Huvé.
The Epica Awards jury is composed of journalists from leading trade publications such as ArabAd, Adweek, Creative Review, Campaign to name only a few and other online communications-related media, as well as specialized journalists who vote on specific categories including automotive, fashion and design.
