As we approach the historic 40th Anniversary BIMA Awards ceremony next week, we sat down with one of our key judges for the ‘Innovative Use of AI’ and ‘Technology of the Year’ categories. Yuliia Harkusha, Google Product Expert and BIMA 100 2025 winner, shares her insights on what it takes to win in this milestone year.
Yuliia, earlier this spring, you were named a BIMA 100 2025 winner. How did it feel to cross the floor and serve as a Judge for the BIMA Awards this autumn?
Yuliia: “It has been a privilege to experience the full cycle of the BIMA ecosystem in a single year. Transitioning from a nominee to a Judge has given me a profound appreciation for the rigour of this process. When I received the invitation to judge the 40th Anniversary edition, I understood the responsibility. We are not just selecting good campaigns; we are defining the technological benchmarks that will signal the future of the British digital economy. The standard this year was incredibly high.”
You were entrusted with two of the most technically complex categories: ‘Innovative Use of AI’ and ‘Technology of the Year’. What were you looking for in the entries?
Yuliia: “I was looking for ‘utility over hype’. We saw hundreds of entries, and in the AI category specifically, it is easy to be dazzled by generative visuals. However, my criteria — and the criteria I debated fiercely during our in-person judging sessions in London — were about structural impact. Does this technology actually solve a business problem? Is the data architecture sound? As a Google Product Expert, I look under the hood. The entries that made my shortlist weren’t just using AI as a gimmick; they were using it to fundamentally reimagine user experiences and operational efficiency.”
The judging process involves both online scoring and an intense in-person debate. What surprised you most about the state of UK tech this year?
Yuliia: “The sheer volume of high-quality technical submissions was staggering. I personally evaluated over 40 complex technical entries in detail during the initial rounds. What surprised me was the shift towards ‘Ethical AI’. Two years ago, the focus was on speed. This year, the best agencies are presenting robust frameworks for data privacy and inclusivity. It shows that the UK sector is maturing. We are moving from a ‘Wild West’ phase of innovation to a more sustainable, industrial phase. It made selecting the final winners incredibly difficult, but also very rewarding.”
As we celebrate 40 years of BIMA, why is it important for leaders to step up and judge these awards?
Yuliia: “Innovation doesn’t happen in a vacuum; it needs peer review. By serving as a Judge, I am not just critiquing work; I am helping to curate the ‘knowledge base’ for our industry. The winners we announce next week will set the trend for 2026. For me, contributing my time to the BIMA AI Council and this jury is about ensuring that the UK maintains its reputation as a global science and technology superpower. We need to champion the work that pushes boundaries responsibly.”
Finally, what is your advice for the entrants hoping to take home a trophy next week?
Yuliia: “Be proud of the complexity. Often, I see technical teams trying to oversimplify their case studies for fear of boring the judges. But in categories like ‘Technology of the Year’, we want to see the engineering challenge. Whether you win or not next week, know that the quality of work this year has proven that the UK digital sector is more resilient and creative than ever. I look forward to celebrating with everyone at the ceremony.”