VCCP’s AI creative agency Faith has created a generative AI tool to create new imagery for O2’s brand character Bubl and maintain the consistency of its copy.
The first ‘Bubl Generator’ tool allows the agency to use simple prompts to create images of Bubl in a wide range of different, targeted scenarios. This allows the character to be easily used outside of more premium media, such as AV, print and OOH campaigns.
Meanwhile, the second tool – called ‘The Copy Checker’ – allows O2 copywriters to paste in text in order to receive detailed feedback and suggestions for helping maintaining tone-of-voice.
It is evaluated against specific metrics co-developed with the head of copy and tone for Virgin Media O2, Oeil Jumratsilpa.
The use of the tool is based around four principles; that marketers using the tool should be transparent about when it is used, that AI generated content should be fact-checked, that the content should be compliant and legally abiding, and that it should be used in ethical ways.
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Virgin Media O2 marketing director Simon Valcarcel said: “The Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we’ve developed together create consistent, high-quality distinctive brand assets and copy at speed — allowing us to work in ways which would not previously have been possible.”
“It’s exciting to keep learning by doing, as the GenAI space continues to evolve.”
VCCP creative directors Morten Legarth and Ben Hopkins added: “Gen-AI tools often lack the creative control and brand identity needed for production assets.
“This limits the practical usage of AI to connecting or simple background tasks – we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.”
VCCP managing partner and head of social and innovation Alex Dalman added: “Gen-AI doesn’t understand your brand, it doesn’t get your guidelines or your need for consistency – but we do.”
“That’s why we trained this model to understand what’s important for our client O2, helping to build out their brand world and expand on what’s both possible and achievable with the same budgets and same timescales.”
