London-based creative agency VCCP is set to launch ‘Faith’, a generative AI focused creative agency that will work alongside all of its international offices.
Through a pioneering partnership with Staffordshire and Keele universities, Faith will produce work for both new and existing clients as well as acting as a an explorative research and development hub.
Launching with founding client Sage, Faith will be headed up by VCCP CEO, Michael Sugden who will lead a collective of 14 practitioners made up of creatives, technologists, prompt engineers, strategists, data analysts and makers.
“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,” Sugen said.
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“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”.
Rooted in the belief that AI should only ever be used for good, Faith has launched with four founding principles; namely that work should be transparent about the use of AI, that it should be authentic and fact-checked, that it should be legally compliant and that AI should only ever be used ethically.
Sage chief marketing officer, Cath Keers added: “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.”
