The One Show 2025 Introduces AI Discipline to Celebrate Innovation

Recognizing the growing influence of artificial intelligence in creative industries, The One Club for Creativity has announced the addition of a new discipline, Creative Use of Artificial Intelligence, to The One Show 2025. This initiative aims to honor the synergy between human creativity and AI while encouraging exploration in areas such as branded campaigns, craft, and innovation. Notably, the Innovation category welcomes experimental work, even if it hasn’t been commissioned, to showcase AI’s untapped potential.

In addition to awarding outstanding AI-driven projects, The One Show will celebrate Creative AI Pioneers—individuals and organizations leading the charge in developing innovative AI tools or creatively integrating AI into their work. Entrants can submit portfolios that highlight groundbreaking applications of AI or the creation of tools that redefine creative workflows.

 

“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.”

 

The judging panel for the inaugural AI discipline includes top global creatives, such as Lars Bastholm (Jury President), Sherina Florence, and Matthieu Lorrain, among others. Entries are now open, with deadlines through February 28, 2025. Winners will be unveiled during Creative Week 2025, May 12–16, in New York, which will also feature a dedicated AI conference exploring how agencies can effectively integrate and staff for AI. This initiative underscores The One Club’s mission to support and advance creativity across industries while fostering innovation and collaboration within the global creative community.