An AI so­cial ex­per­i­ment.

How do you get awareness for a panel discussion at a top awards show? For D&AD, we used AI to spark debate around the future of creativity.


An AI social experiment.

At one of the world's most premier award shows, Huge was invited to spark debate on AI's impact on the future of creativity.

How do you publicise a panel discussion to thousands of people, at the world's biggest awards festival? You create debate before the debate. To promote our D&AD sponsored talk of "Can AI humanise us?", we invited people to join an Artificial Intelligence social experiment which would put all preconceptions to the test. The results were more than just black and white.

D&AD is a not for profit organisation which is dedicated to helping the worldwide creative community share, learn, and be inspired.Their annual festival attracts circa 20,000 people from across the industry. Huge partnered with D&AD to help create conversation and awareness of D&AD as a progressive future force of creativity.We delivered a real-time social experiment to make the industry stop, think and debate creativity.

Putting D&AD at the forefront of that conversation and positioned as a future facing organisation. In a first for D&AD, we carried out an AI social experiment.We invited the creative community to take part in this live real-time experiment. Attendees could watch a series of ads and their reactions were monitored and used to create debate. Playing with the idea that the technology and creativity is hugely polarising.We fuelled two sides of the debate and used the findings to underpin a live panel at the end of the festival that was oversubscribed.

The event was trending #1 on Twitter during the festival and was the second best attended talk of the entire Festival including streaming.





  • Campaign.
  • Innovation.
  • Integrated marketing.
  • Social.


The rise of AI has divided us. For some it's the fear of exploitation. For others it's a force for good. Our challenge was to create a swell of conversation around AI's imapct on creativity that would then fuel our panel discussion of "Can AI humanise us?"


We set up an experiment, building a pop-up AI experience for festival-goers to engage with, prior to the panel discussion. The emotional AI engine would read people's response to creativity. So as they watched a set of commercials, we watched them.

By leveraging an algorithm through a testing suite from iMotions, which included Affectiva facial AI coding, we tracked facial movement and sweat activity. We then predicted emotional responses to creativity.

In some cases the technology is rushing so far ahead of where people can keep up with it.

Dr Beth Singler, Anthropologist


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