Creative agency, VCCP, has launched an AI creative agency called Faith. The new agency will act as the Group’s generative AI creative shop, producing work for new and existing clients, and through a partnership with two universities, will also act as an explorative R&D hub.

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 Faith. The agency will launch with 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,” said Sugden. “We reject the notion that AI will make human creativity obsolete. 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 with a founding client Sage, the accounting, financial, HR and payroll technology firm. Cath Keers, Chief Marketing Officer at Sage, said: “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 launches with knowledge-sharing R&D partnerships with two universities. A Knowledge Transfer Partnership with Staffordshire University’s Digital Technologies and 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.