AARON Awards opens 2027 entries with new categories

The AARON Awards have opened entries for its 2027 edition, adding industry-specific categories as organisers anticipate a shift from speculative AI advertising towards commissioned brand campaigns.

Dedicated to AI creativity in advertising, the awards attracted entries from 45 countries in their inaugural edition. Best AI Spec Ad for Brand received the most submissions, but organisers expect commercial work to feature more prominently in 2027.

“Last year, spec advertising was our biggest category, and for good reason. It gave artists the freedom to experiment, develop their craft and demonstrate what was possible without waiting for a client brief,” said AARON Awards co-founder Vinne Schifferstein Vidal.

“But the market has moved considerably since then. We’re seeing more AI work commissioned by major brands, more sophisticated production workflows and a growing number of creative professionals making AI a central part of commercial production. We expect that shift to be reflected in this year’s entries.”

New categories for brand work

The expanded structure will recognise work across automotive, fashion, beauty, retail, technology and other advertising sectors.

These categories will sit alongside existing craft and technical categories covering hybrid production, real-time experiences, workflows and key frames. The Spec Ad category will return for independent experimentation and self-initiated work.

Co-founder and curator Marie-Céline Merret Wirström said the expanded categories would recognise different disciplines and the creative challenges of individual industries.

“We’re hoping to see even greater creative ambition this year. As generative AI becomes part of everyday creative workflows, there’s more room to take risks, explore unexpected ideas and push the craft further,” she said.

Jury to assess craft and commercial results

PJ Pereira, co-founder of Silverside AI, will serve as jury president. The 2027 jury includes Theresa Ong from Meta, Charlotte Glennon from Colenso, Vix Jagger from Droga5, Maria Devereux from Accenture Song and Caio Del Manto from Euphoria Creative.

Kavan Cardoza from Phantom X, last year’s AARON Laureate winner, also joins the panel. Returning judges include Wesley ter Haar from Monks, Arlyn Panopio from Envato and Craig Elimeliah from Code and Theory.

Entries will be assessed on creative excellence, originality, craft and the meaningful application of AI. Commercial categories will also consider strategic relevance and results.

Pereira said: 

“There’s a massive difference between simply making something and making something great. What excites me about the AARON Awards is that they celebrate real makers who are committed to raising the standards of AI in advertising. These are creatives who aren’t sitting on the sidelines waiting for the technology to catch up to their ambitions. But they also refuse to applaud something just because it was made with AI. They’re using the technology to push the craft forward, and that’s exactly the kind of work we should be celebrating.”

Envato and Lighthouse AI Academy return as partners.

Entries close in February

Submissions received before 15 January 2027 will be free. Entries close on 28 February, and winners will be announced during the global AARON Awards show in mid-April.

The awards are open to independent AI artists, creative studios, production companies, agencies and in-house brand teams worldwide. Submissions are accepted through the AARON Awards website.