The One Show adds new AI discipline to encourage exploration

The One Club for Creativity has added a new Creative Use of Artificial Intelligence discipline to The One Show 2025. The new discipline celebrates the partnership between human creativity and this emerging technology in the evolution of creative work and process. 

The new AI discipline will recognise and encourage exploration, with categories falling into three major themes: Branded Campaigns and Experiences, Craft, and Innovation. In comparison to other One Show disciplines, these categories are more loosely defined and eligibility altered to encourage entry of work that might not be easily classified.  

In order to highlight what might be possible with the technology, the Innovation category does not require that the work be commissioned.  This accommodates entries that may veer towards the more experimental.

In addition to recognising great AI work, The One Show will also celebrate Creative AI Pioneers – individuals and organisations pushing the boundaries of AI through their creative projects or in the creation of innovative AI tools or processes.  Entrants must submit a portfolio of marketing work that uses AI in the most creative ways, or showcase their development of tools that are changing the ways creatives work.

“While the industry has barely scratched the surface of AI, we’ve already seen some powerful uses of this new technology,” said Kevin Swanepoel, CEO, The One Club.  “The One Show is committed to being at the forefront of recognizing the great work that’s already been done and encouraging the possibilities, as well as celebrating the AI trailblazers who are pushing use of the technology forward.” 

Lars Bastholm, founder and creative director at Bastholm Creative Consulting in Copenhagen, will serve as Jury President for the inaugural AI discipline. Other top creatives confirmed for the jury include: 

Sherina Florence, independent ECD, AI Prompt Engineer, London

Lauren Indovina, director, visual artist, House of Indovina Los Angeles

Matthieu Lorrain, creative lead, Google DeepMind, New York

Octavio Maron, EVP, head of Creative, Dentsu Creative, New York

Fabio Pinto, CCO, MAAR, São Paulo

Wesley ter Haar, co-founder CAIO, .Monks, Amsterdam

Jamie Umpherson, head of Creative + Studios, Runaway, New York

Jason Zada, founder, CEO, Secret Level, San Francisco

The One Club is also planning a special AI conference during Creative Week 2025, with presentations focusing on how to integrate AI into agencies, how to hire and staff for this new creative tool, and more.  Details will be available shortly.

All One Show submissions must now include descriptions of the work background, creative idea, insights and strategy, execution, and results. This information will help judges make more informed decisions and promote thoughtful discussion, as well as enhance the quality of the comprehensive One Show awards archive.