Huge’s live AI creative competition, MAKE.EXE, returns on October 6 in New York City.

The event takes place at SHiFT Midtown NYC. It is staged like an esports match, where teams respond to real client briefs and build finished work in front of a live audience.

Four teams of two will compete. Each team pairs a Huge creative leader with a student from the School of Visual Arts or Parsons School of Design. They will work through three 45-minute rounds against mystery client briefs.

Every AI tool is allowed. But the winners will be judged on creative taste and judgment, not just tool use. The client briefs and judges will be revealed at the event.

Krea, an AI creative suite, is the title sponsor. The format debuted in Los Angeles last October with briefs from DirecTV and Behr.

Huge CEO Josh Campo said the event proves that while AI tools have been democratized, taste has not. The competition will also be livestreamed for viewers who cannot attend in person.