VCCP has become the first agency group to launch a standalone global artificial intelligence creative agency, which will act as its generative AI creative shop, producing work for new and existing clients, while also acting as an explorative R&D hub through a partnership with two universities.
Called Faith, the agency launches globally and will work alongside VCCP’s seven international offices, servicing VCCP’s worldwide roster of clients.
VCCP has created and been using generative AI tools for several years within its media, data, planning, production and UX/UI capabilities. This move sees the network further invest in its AI capabilities to accelerate and diversify their learning and client offering.
Faith will be spearheaded by VCCP Partnership CEO Michael Sugden, who will also become CEO of the new agency, which will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers (pictured).
Sugden said: “We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. We reject the notion that AI will make human creativity obsolete. We won’t realise this potential, however, by noodling around with MidJourney and ChatGPT. This is why we’re launching a dedicated agency to advance AI’s creative applications, accelerate our collective learning and share it quickly with our clients.”
Faith launches with a founding client of accounting, financial, HR and payroll technology specialist Sage.
Sage chief marketing officer Cath Keers said: “As a market leading technology company, thousands of Sage customers are already benefiting from AI solutions and services, elevating the work of humans and freeing them from repetitive administration tasks. AI also provides us with powerful insights that help us deliver a more personalised and human experience for our customers.
“We are excited about the possibilities of this collaboration and what it gives us from a creative agency perspective.”
Faith has also embarked on two knowledge sharing R&D partnerships with universities claimed to be at the forefront of innovation in the creative and technology sectors.
A knowledge transfer partnership with Staffordshire University’s Digital Technologies & Arts faculty will be focused on designing the new “frameworks for use” within the industry. A partnership with Keele University Business School will explore the implications of AI on the operational and commercial structure of businesses.
Dr Colin Rigby, director of enterprise at Keele University’s Business School said: “We’re very excited to be working in partnership with VCCP. At KBS we’ve been exploring the potential of AI in areas as diverse as neuromarketing, net zero opportunities, customer service and work enrichment. The creative sector is an area of almost unlimited potential for successful application of these new AI capabilities.”
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