Currys Hosts World’s First AI Awards, Crown Google Gemini and Meta Glasses Winners

On October 10, 2025, the quiet hum of AI-powered devices took center stage at Frameless London, as Currys plc unveiled the world’s first-ever awards ceremony dedicated solely to consumer artificial intelligence: the AI.Mazing AwardsLondon. It wasn’t a glitzy red carpet spectacle—it was a live, real-world test lab. Judges watched as AI assistants navigated grocery lists, planned dinners from fridge leftovers, and compared energy bills—all while real people watched, sometimes nervously, sometimes with quiet awe. This wasn’t marketing fluff. It was validation.

How AI Got Its Own Oscars

Currys didn’t just host an awards show. They built a new kind of credibility. For years, tech companies have claimed their products are "AI-powered," but consumers have been left guessing what that actually means. Was it just a fancy filter? A voice assistant that misunderstood everything? Currys’ answer: let’s see it work. The judging panel included internal AI specialists from Currys’ own team and five external experts from universities and independent tech labs. Dozens of devices were submitted—from smart fridges to robotic vacuums—but only those that passed live, unscripted challenges made the cut.

The standout? Google Gemini. In a head-to-head trial against rivals, Gemini was asked to find the cheapest energy supplier for a family of four living in Manchester, then draft a three-course dinner using only items likely to be in a typical UK kitchen. It didn’t just list options—it explained trade-offs, factored in seasonal availability, and even suggested a wine pairing. "It felt like talking to someone who actually cared," said one judge, a retired teacher who’d never used an AI assistant before.

Meanwhile, in the Connected Home & Wearables category, Meta Glasses took top honors. Not because they had the fanciest AR graphics, but because they translated street signs in real time during a simulated trip to Paris, and quietly reminded the wearer to take their medication—without interrupting conversation. "It didn’t feel like tech intruding," said one tester. "It felt like a helpful friend who never forgot anything."

Why People Are Hiding Their AI Use

Behind the glitz of the awards was a sobering truth: most people are already using AI—but they’re ashamed to admit it. A new survey commissioned by Currys and reported by Retail Times revealed that 18% of UK adults use AI daily. But 34% of those users hide it—from partners, kids, even coworkers. Why? The reasons are deeply human. Thirty-seven percent use AI to draft tough messages: telling a friend they’re upset, asking for a raise, breaking bad news. One in three use it to rehearse difficult conversations. And 27%—yes, nearly one in four—have turned to AI for therapy-like advice: "I told it I felt lonely," one respondent said. "It didn’t judge me."

Even more telling: 26% of respondents couldn’t explain what AI actually does. Ten percent admit they pretend to understand it in meetings or at dinner parties. "It’s like being the only person in the room who doesn’t get the joke," said Dr. Lena Patel, a sociologist at University College London who reviewed the data. "People fear looking stupid. But the real risk isn’t ignorance—it’s being left behind by tech that’s already in your home."

Currys’ Quiet Revolution

This is where Caitlin Mellor, Currys’ Chief AI Explainer, becomes essential. She’s not a marketer. She’s a translator. In the Retail Times piece, she said: "AI is no longer just something from sci-fi movies—it’s already in our homes and shopping baskets." And she’s right. Currys has quietly trained over 2,000 staff members to explain AI in plain English—not to sell, but to demystify. They’ve built in-store "AI Corner" zones with live demos. They’ve redesigned product labels to show, not tell, what the AI actually does.

"We’re not trying to make you an expert," Mellor told me. "We’re just trying to make sure you don’t feel like a beginner every time you ask your fridge for dinner ideas."

What Comes Next

The AI.Mazing AwardsLondon isn’t a one-off. Currys plc confirmed it will become an annual event, with expanded categories next year including AI-powered pet tech and elder care devices. The goal? To become the trusted guide in a market drowning in hype. "Customers don’t need more features," said Dan Rubel, Currys’ Chief Customer and Marketing Officer. "They need clarity. AI is no longer just a buzzword—it’s a real, tangible force in the products we use every day."

And for consumers? The message is clear: you’re not alone in feeling confused. But you’re not powerless either. Currys is betting that when AI stops being a mystery and starts being a helper, people will embrace it—not fear it.

Who Won? The Full List

• Best AI Assistant: Google Gemini (Alphabet Inc.)
• Best Smart Glasses: Meta Glasses (Meta Platforms Inc.)

Winners were selected from over 60 submissions across five categories: Mobile Devices, Computing Hardware, Television Sets, Kitchen Appliances, and Connected Home & Wearables. All winners underwent live, real-world testing—not lab simulations.