The first-ever Ai Boxing Judge

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Awards
Gold Cannes Lions
Silver Cannes Lions
ADC
Silver Pencil The One Show
Bronze Pencil The One Show
Grand Prix Dubai Lynx
Bronze Prix Dubai Lynx
Wood Pencil D&AD

In a sport built on grit and glory, one thing has haunted boxing since the first bell: the scorecards. Three human judges have ruined careers, sparked riots, and lit up comment sections like a Mike Tyson combination.

So to take the bias out of boxing, we built The 4th Judge: the world’s first AI scoring system. Trained on over a century of fight history from The Ring, it was officially recognised by the WBC as a fair way to score fights.

But this wasn’t just an ‘experiment’. The 4th Judge made its debut under the brightest of lights: Usyk vs Fury II — the biggest fight of 2024. And while fans screamed at their TVs, pundits moaned into microphones, and social media exploded, The 4th Judge scored every round live. No bias. No drama. Just data.

Of course, this sent the internet into meltdown. Some argued with the AI. Others agreed with it. But for the first time ever, a sport rife with bias suddenly had a defiant conscience — changing the fate of boxing forever.

THE SUN

“Never seen before in combat sports”

Credits
Chairman of The RingH.E. Turki Alalshikh
ClientThe Ring
AgencyBigTime Creative Shop
CEOMohammed Sehly
CCORayyan Aoun
Creative DirectorSaymon Medeiros
Senior Business DirectorZiad Chehab
Social Media DirectorNael Girgis
Senior Agency ProducerInas Nagy
Associate Creative DirectorHazem Kamal
Senior Art DirectorFadi Abdeen
Art DirectorBruno Freitas
EditorMohamed Qarawi
Motion GraphicsDouglas Oliveira
ProductionGenosha
CEOMartin Rabaglia
COOAnahi Genari
Project ManagerPaula Martínez
Tech LeadJuan Cruz Rabaglia
AI DeveloperEric Priemer
Experience DesignerLautaro Sánchez
Visual DesignerLudmila Lara
Visual DesignerBelén Rosati
Quality AssuranceLautaro Genari
Audiovisual DesignerEmanuel Gomez Miranda
Audiovisual EditorLuciano Esposito
Production CompanyFlavor
Executive DirectorMauricio Daniachi
Executive ProducerCarol Pajuaba
Creative LeaderVandré Fernandes
Graphic DesignerFelipe André
Motion GraphicsErich Gegenbauer
Music & Sound CompanyBumblebeat
Audio Directors Henrique Tanji, Lucas Sfair
Audio Production Leo Ventura, Luisa Hackett, Henrique Tanji, Lucas Sfair
View all credits