ADC Awards
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Learn more about ADC105
Category
Innovation / Branded Content / Entertainment
Annual ID
ADC104_ADV085M
Background
Boxing has long been defined by its glory and controversy. While the sport thrives on passion and spectacle, judging remains one of its biggest flaws—with decisions often questioned due to human subjectivity, bias, and missed details. Unlike other major sports that have embraced technology-driven officiating, boxing’s scoring system has remained largely unchanged for over a century.
The first Usyk vs. Fury fight reignited global outrage over judging credibility, with analysts, fans, and fighters demanding a solution. In a sport where careers and titles are at stake, a single bad decision can damage reputations and spark lifelong disputes.
As boxing’s most trusted voice for over 100 years, The Ring saw an opportunity to do more than just report on controversy—it could change the sport itself. The challenge? Introduce AI-powered scoring in a way that felt credible, necessary, and impactful, while respecting boxing’s deep-rooted traditions.
The key obstacles were acceptance and trust. Boxing purists and governing bodies have historically resisted technological interference in scoring. The solution needed legacy credibility, which is why The Ring partnered with Genosha AI, trained the system on 103 years of fight data, and gained validation from the World Boxing Council (WBC).
The Usyk vs. Fury rematch on December 21, 2024, presented the perfect stage for the world’s first AI-powered judge. The goal was not to replace human judges but to provide an independent, data-driven perspective, helping bring transparency and fairness to one of the world’s most debated sports.
Following the success of its debut, The 4th Judge was used again on February 22, 2025, scoring Beterbiev vs. Bivol and fueling discussion over the controversial draw in Hamzah Sheeraz vs. Carlos Adames, proving its long-term impact.
The first Usyk vs. Fury fight reignited global outrage over judging credibility, with analysts, fans, and fighters demanding a solution. In a sport where careers and titles are at stake, a single bad decision can damage reputations and spark lifelong disputes.
As boxing’s most trusted voice for over 100 years, The Ring saw an opportunity to do more than just report on controversy—it could change the sport itself. The challenge? Introduce AI-powered scoring in a way that felt credible, necessary, and impactful, while respecting boxing’s deep-rooted traditions.
The key obstacles were acceptance and trust. Boxing purists and governing bodies have historically resisted technological interference in scoring. The solution needed legacy credibility, which is why The Ring partnered with Genosha AI, trained the system on 103 years of fight data, and gained validation from the World Boxing Council (WBC).
The Usyk vs. Fury rematch on December 21, 2024, presented the perfect stage for the world’s first AI-powered judge. The goal was not to replace human judges but to provide an independent, data-driven perspective, helping bring transparency and fairness to one of the world’s most debated sports.
Following the success of its debut, The 4th Judge was used again on February 22, 2025, scoring Beterbiev vs. Bivol and fueling discussion over the controversial draw in Hamzah Sheeraz vs. Carlos Adames, proving its long-term impact.
Creative Idea
For over a century, boxing has relied on three ringside judges to decide fights. But in a sport where split-second decisions and high-speed exchanges determine champions, subjectivity and human error have led to some of the most debated outcomes in sports history.
The Ring—a name synonymous with boxing history—decided it was time for a change. Enter The 4th Judge—boxing’s first-ever AI-powered scoring system, designed to bring fairness, accuracy, and transparency to the sport.
This wasn’t just AI for the sake of innovation. It was built to see everything the human eye can miss—tracking punches, movement, and ring control in real time, comparing data against 103 years of The Ring’s archives, and producing an objective scorecard with zero bias.
The 4th Judge made its debut at the Usyk vs. Fury rematch, scoring the fight live and delivering an AI-generated scorecard at the end of each round. Unlike human judges, it didn’t rely on emotion, fatigue, or perception—it relied on data.
The AI scored the fight 118-112 for Usyk, a result that differed from the official 116-112 score, sparking an immediate conversation about fairness in boxing.
Following the debate, The 4th Judge was used again on February 22, 2025, for Beterbiev vs. Bivol, reinforcing its role as more than a one-time experiment—it was now a permanent fixture in boxing.
By positioning AI as a trusted, data-driven tool rather than a disruptive force, The Ring transformed from a historic publication into a pioneer in sports technology, proving that boxing’s future isn’t just about fighting—it’s about fairness.
The Ring—a name synonymous with boxing history—decided it was time for a change. Enter The 4th Judge—boxing’s first-ever AI-powered scoring system, designed to bring fairness, accuracy, and transparency to the sport.
This wasn’t just AI for the sake of innovation. It was built to see everything the human eye can miss—tracking punches, movement, and ring control in real time, comparing data against 103 years of The Ring’s archives, and producing an objective scorecard with zero bias.
The 4th Judge made its debut at the Usyk vs. Fury rematch, scoring the fight live and delivering an AI-generated scorecard at the end of each round. Unlike human judges, it didn’t rely on emotion, fatigue, or perception—it relied on data.
The AI scored the fight 118-112 for Usyk, a result that differed from the official 116-112 score, sparking an immediate conversation about fairness in boxing.
Following the debate, The 4th Judge was used again on February 22, 2025, for Beterbiev vs. Bivol, reinforcing its role as more than a one-time experiment—it was now a permanent fixture in boxing.
By positioning AI as a trusted, data-driven tool rather than a disruptive force, The Ring transformed from a historic publication into a pioneer in sports technology, proving that boxing’s future isn’t just about fighting—it’s about fairness.
Insights & Strategy
Boxing fans have always debated controversial decisions, but no system existed to hold judging accountable. The insight? Fans, fighters, and even governing bodies craved transparency but had no way to get it.
Scoring in boxing is subjective—judges sit ringside and score fights based on what they see, how they interpret aggression, and personal bias. Unlike football, which adopted VAR, boxing remained stuck in a traditional, error-prone system.
The strategy? Introduce AI as an enhancement, not a replacement, positioning The 4th Judge as an unbiased, independent voice in the sport. By grounding the system in 103 years of The Ring’s data, it would gain credibility among boxing purists while appealing to modern sports audiences who expect data-driven insights.
To ensure legitimacy, The 4th Judge was validated by the WBC, launched on the biggest stage—Usyk vs. Fury 2, and integrated into live broadcasts via DAZN and TNT Sports, giving fans real-time access to AI scoring.
The campaign didn’t just introduce a product; it started a movement. By being transparent about the AI’s analysis, The Ring invited the audience into the conversation, encouraging discussion and debate over fight results.
The second rollout during Beterbiev vs. Bivol on February 22, 2025, further cemented its relevance. The Hamzah Sheeraz vs. Carlos Adames fight, controversially scored 114-114 by the judges, was another key moment where The 4th Judge provided a different, objective verdict, fueling the debate once again.
With governing bodies, analysts, and fighters publicly discussing AI judging, The 4th Judge wasn’t just another tech gimmick—it became a permanent step toward boxing’s future.
Scoring in boxing is subjective—judges sit ringside and score fights based on what they see, how they interpret aggression, and personal bias. Unlike football, which adopted VAR, boxing remained stuck in a traditional, error-prone system.
The strategy? Introduce AI as an enhancement, not a replacement, positioning The 4th Judge as an unbiased, independent voice in the sport. By grounding the system in 103 years of The Ring’s data, it would gain credibility among boxing purists while appealing to modern sports audiences who expect data-driven insights.
To ensure legitimacy, The 4th Judge was validated by the WBC, launched on the biggest stage—Usyk vs. Fury 2, and integrated into live broadcasts via DAZN and TNT Sports, giving fans real-time access to AI scoring.
The campaign didn’t just introduce a product; it started a movement. By being transparent about the AI’s analysis, The Ring invited the audience into the conversation, encouraging discussion and debate over fight results.
The second rollout during Beterbiev vs. Bivol on February 22, 2025, further cemented its relevance. The Hamzah Sheeraz vs. Carlos Adames fight, controversially scored 114-114 by the judges, was another key moment where The 4th Judge provided a different, objective verdict, fueling the debate once again.
With governing bodies, analysts, and fighters publicly discussing AI judging, The 4th Judge wasn’t just another tech gimmick—it became a permanent step toward boxing’s future.
Execution
The 4th Judge was developed as a real-time AI scoring system, using computer vision, machine learning, and historical fight data to analyze every punch, movement, and round.
Implementation:
The AI was trained on 103 years of The Ring’s archives, learning to detect styles, weight classes, and impact differences. A network of high-speed cameras captured every exchange, processing data through real-time computer vision models to ensure precision in scoring.
Placement & Integration:
The AI was integrated into live broadcasts on DAZN and TNT Sports, where its scorecards were displayed after each round. Fans could also interact with The 4th Judge post-fight through a dedicated online platform, engaging in discussions and breakdowns of controversial rounds.
Tone & Approach:
Rather than presenting AI as a replacement for human judges, it was positioned as an additional, objective voice, enhancing the sport’s fairness while respecting its traditions.
imeline:
December 21, 2024 – The 4th Judge debuted at Usyk vs. Fury 2, analyzing the fight in real time.
February 22, 2025 – Expanded into full-card scoring at Beterbiev vs. Bivol, proving its long-term value.
By combining cutting-edge AI with a century of boxing expertise, The 4th Judge seamlessly bridged tradition and innovation, ensuring that every fight moving forward would be judged with fairness, accuracy, and transparency.
Implementation:
The AI was trained on 103 years of The Ring’s archives, learning to detect styles, weight classes, and impact differences. A network of high-speed cameras captured every exchange, processing data through real-time computer vision models to ensure precision in scoring.
Placement & Integration:
The AI was integrated into live broadcasts on DAZN and TNT Sports, where its scorecards were displayed after each round. Fans could also interact with The 4th Judge post-fight through a dedicated online platform, engaging in discussions and breakdowns of controversial rounds.
Tone & Approach:
Rather than presenting AI as a replacement for human judges, it was positioned as an additional, objective voice, enhancing the sport’s fairness while respecting its traditions.
imeline:
December 21, 2024 – The 4th Judge debuted at Usyk vs. Fury 2, analyzing the fight in real time.
February 22, 2025 – Expanded into full-card scoring at Beterbiev vs. Bivol, proving its long-term value.
By combining cutting-edge AI with a century of boxing expertise, The 4th Judge seamlessly bridged tradition and innovation, ensuring that every fight moving forward would be judged with fairness, accuracy, and transparency.
Results
The 4th Judge didn’t just score a fight—it changed boxing forever.
Reach: The campaign was broadcast in 158 countries, making AI-powered judging a global conversation.
Engagement: The 4th Judge sparked 12.4M+ interactions, as fans debated AI vs. human scoring.
Impressions: The launch generated 4.2B impressions, with coverage from DAZN, TNT Sports, The Independent, Marca, and Yahoo Sports.
Consumer Behavior: The AI’s 118-112 score for Usyk, differing from the official 116-112, fueled discussions on judging credibility, leading to increased scrutiny from boxing organizations.
Long-Term Impact: Validated by the WBC, The 4th Judge is now confirmed for future The Ring boxing events, proving that AI-driven judging is not just an experiment—it’s the future of boxing.
Reach: The campaign was broadcast in 158 countries, making AI-powered judging a global conversation.
Engagement: The 4th Judge sparked 12.4M+ interactions, as fans debated AI vs. human scoring.
Impressions: The launch generated 4.2B impressions, with coverage from DAZN, TNT Sports, The Independent, Marca, and Yahoo Sports.
Consumer Behavior: The AI’s 118-112 score for Usyk, differing from the official 116-112, fueled discussions on judging credibility, leading to increased scrutiny from boxing organizations.
Long-Term Impact: Validated by the WBC, The 4th Judge is now confirmed for future The Ring boxing events, proving that AI-driven judging is not just an experiment—it’s the future of boxing.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
BigTime Creative Shop / Riyadh
Digital Agency
Genosha / Buenos Aires
Art Director
Bruno Freitas
Associate Creative Director
Hazem Kamal
Chief Creative Officer
Rayyan Aoun
Creative Director
Saymon Medeiros
Motion Graphic Designer
Douglas Oliveira
Senior Art Director
Fadi Abdeen
Social Media Director
Nael Girgis
CEO
Mohammed Sehly
Martin Rabaglia
Chairman of The Ring
H.E. Turki Alalshikh
COO
Anahi Genari
Head of Creative & Innovation Operations
Ehab Armanious
Project Manager
Paula Martinez
Senior Editor
Mohamed Qarawi
Sn. Agency Producer
Inas Nagy
Sn. Business Director
Ziad Chehab
Tech Lead
Juan Cruz Rabaglia
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