The Epica Awards, a global creative advertising competition judged by journalists, has announced an 'AI-powered tool' to assist its 2024 jury. 

Last year, the Epica Awards explored the use of AI by using it to judge shortlisted entries based on text descriptions. According to the organisers, the initiative allowed the Epica Awards and its press jury to join the conversation about AI and its ability to assess creative work.

 This year, the tool is available to judge entries across all categories by analysing various media, including video and case studies. 

Nicolas Huvé, operations director, Epica Awards, "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.”

He added, "The AI is an additional perk and is not designed to replace the expertise and nuanced judgment of our jury. “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."

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 Epica Awards are open for entries until 11 October.