In 2023, the AI Jury Experiment (AIJE) used AI to evaluate shortlisted entries based on their textual descriptions. This initiative, conducted on the sidelines of the competition, allowed the Epica Awards and its journalistic jury to engage in discussions about AI and its ability to assess creative work. Thanks to rapid advancements over the past year, the tool can now evaluate submissions across all categories, analyzing various media, including video materials and case studies. Nicolas Huvé, the COO of the Epica Awards and creator of this tool, said: “AIJE has become so effective that it has led to something we could describe as an ‘Oppenheimer moment.’ Out of respect for our participants and jury members, we thought it more responsible to keep it in the background this season, using it as a support tool rather than a judge.”
Renamed AIJE Advisor, the tool will be integrated into the existing online platform for jury comments, allowing jury members to read AI’s insights on the submissions. This feature is fully functional but hidden by default, offering insights without suggesting scores. Potential benefits include combating fatigue, ensuring category alignment, and reducing the temptation to evaluate supporting material instead of the core idea itself. “AI is an additional benefit and is not designed to replace the expertise and nuanced judgment of our jury,” Huvé added.
Epica’s cautious approach reflects the broader debate on AI’s role in creative industries. “Will AI eventually redefine how we judge creative work, or will it remain a supplementary tool, unable to grasp the full depth of human imagination? These are the questions that the use of AIJE 2.0 invites us to consider,” said Huvé.
The Epica Awards jury consists of journalists from leading specialist publications such as Adweek, Campaign, and their equivalents worldwide (including our Media Marketing), as well as specialized journalists voting in specific categories ranging from the automotive industry to fashion or design.
