By: Adnan Arnautlija
The debate about objectivity of juries in awards that celebrate advertising creativity and effectiveness is as old as the awards themselves. Advertising industry has always been annoyed by the idea of who’s judging their work, and now the Belgian MIXX Awards think they have found the answer for this.
Meet Pearl, the first AI juror for awards in advertising, who will pick her favorite among the Belgian MIXX Awards entries this year for a special award.
It would be fair to say that many will feel threatened by this development, after all, who’s to say that if Pearl proves successful we soon won’t see a bunch of AI’s running companies and holding meetings in conference rooms (well, they probably won’t need conference rooms).
But allow us to calm your fears a bit. Namely, it still remains to be seen how good will Pearl be in recognizing creativity and originality of ideas, and more importantly, the relevance of those ideas. Pearl will compare the entries with previous winners in advertising awards, in order to recognize which of them stand the highest chance of winning an award, but in that way she can only recognize „more of the same“, leaving originality outside. On the other hand, if she says that original is something that never won before, then a tuna ice cream with chocolate and ketchup toppings is perhaps a contender for an award?
If objectivity is what you are searching, then, at least for the time being (hopefully for a long time still), you are better off entering your work with Epica Awards, the only creative awards in the industry judged exclusively by journalists dedicated to creative industries. They also reminded of that on the YouTube video, just check the comments section.
