We will have a lot of ideas using AI and Deepmind in 2024. This shows the power of the category
Is the case the end of the idea or just a chapter in a longer story? Intrinsic to proposals that can transform the world, this question permeates the judging of the pieces entered in the Innovation Lions awards. “Our role is to look beyond what is in the case, to what has already happened, and analyze how impactful that idea will be in the future”, says Diego Machado, global chief creative officer (CCO) at AKQA and president of the category jury, which turns 11 years old in this edition. “We are not at a NASA innovation fair. A technology alone will not win without creative application”, warns the executive.
Overkill
Innovation is one of the newest categories, completing 11 years in this edition. I believe that the word innovation has been overused, but its intention is very noble. I like to see it as the only category that doesn’t reward the past but rather the future. Our role as a jury is to be able to see beyond what is in the case, what has already happened, and analyze how impactful that idea will be in the future. Is the affair the end of it or just a chapter in a longer story? I reviewed all the Lions in the category, and it is interesting to have a “future” look and understand how some ideas gave light to where the market was heading.
Evidence
‘Google Deepmind Alphago’, GP 2016, is a great example. It was the first time that many saw a practical, creative and didactic use of artificial intelligence. And we’re talking about eight years ago. We will have many ideas using AI and Deepmind in 2024. This shows the power of the category.
Dispute
It’s a competitive category. If I’m not mistaken, last year there were only six Lions, including the Grand Prix, out of around 20 shortlists. Finalists have the right to go on stage and make a presentation to the jury, making the category extremely rigorous. Processes and statistics aside, it is an area with great clarity about what is required.
Read the full article in the May 20, 2024 edition
