McLaren Automotive needed a more consistent, scalable and objective way to evaluate dealer marketing proposals. Traditional approaches relied on manual review or single-output AI scoring, limiting depth, introducing unintentional bias and making it difficult to compare ideas fairly across key criteria.
At the same time, the project formed part of an internal innovation day, where the challenge was also to demonstrate AI in a way that was engaging, credible and practical for teams to adopt straight away. A purely functional scoring tool would not have been enough.
We developed AI Jury as a gamified multi agent system that reframes evaluation as a competitive tournament.
Instead of a single AI model producing a static score, a panel of specialist AI agents assesses each proposal across core criteria: brand impact, feasibility, commercial upside and originality. These agents then engage in structured debate, challenging each other’s assumptions and defending their reasoning to reach a more balanced outcome.
To increase engagement and usability, proposals are placed into a European Cup style knockout tournament format. Each matchup is evaluated head-to-head, with agents scoring and debating in real time. Winning proposals progress through successive rounds, culminating in a final.
This structure serves two core purposes:
• It improves comparative judgement by forcing direct competition between ideas
• It makes the evaluation process visible, interactive and easier to follow
The system doesn’t just provide outcomes, but the reasoning behind them, showing how different AI perspectives converge, where they disagree and why one proposal advances over another.
- Eliminated bias through multi-agent, debate-led evaluation
- Delivered faster, more consistent and scalable proposal scoring
- Introduced transparent, real-time decision-making with clear rationale
- Created a more engaging and competitive selection process
- Maximised impact and ROI for dealership marketing, through review and refinement of ideas
- Laid foundations for wider applications to drive impact across the wider business
AI Jury moves beyond single-response AI scoring, introducing a debate-driven approach that mirrors human decision-making, but with the speed, consistency and objectivity of AI.