She noted that AI featured in about 60-70% of the entries but the judges weren’t impressed by AI for AI’s sake. It had to earn its place. Every entry faced the same questions: was AI the core idea, or just an add-on? Did it enable something new, or mask a weak concept? If the idea couldn’t stand without it, it didn’t stand at all.
She added, ‘We searched for clarity and simplicity. We looked for work where genuine insight flowed through the entire idea, from the data to the impact and reached beyond a single campaign, and always at the end of the day, we returned to humanity. We asked, is it rooted in a real human truth? Is it joyful? Is it truly emotional? The most powerful work we saw took what was complex and made it moving. It made it meaningful.’
