VCCP has announced today the launch of faith, its new AI creative agency, which will act as the Group’s Generative AI creative shop, producing work for new and existing clients.
Through a partnership with two universities ( Keele University’s Business School and School of Digital, Technologies and Arts, Staffordshire University) faith will also act as an explorative R&D hub.
VCCP Partnership CEO, Michael Sugden will also become CEO of faith.
Talking about the agency’s ambition Sugden explains: “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. Sugden continues “We won’t realise this potential however by noodling around with MidJourney and Chat GPT. 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 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 their AI capabilities to accelerate and diversify their learning and client offering.
faith in AI just used for good
With the belief that AI should only ever be used for good, faith launches with a detailed generative AI policy based around four principles:
a) Be Transparent when AI is being used
b) Be Authentic, fact-check AI-generated content
c) Be Compliant and break no laws
d) Be Ethical, only use AI for good
14 practicioners and actively recruiting
The agency will launch with a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers.
The shop is actively recruiting for further prompt engineers.
Hand in hand with a founding tech client: Sage
faith launches with a founding client Sage, the leaders in accounting, financial, HR and payroll technology. Cath Keers, Chief Marketing Officer at Sage explains: “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.”