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Yesterday,\u00a0VCCP<\/strong>\u2019s Partnership CEO and CEO of\u00a0faith<\/em><\/strong>, Michael Sugden, was interviewed on\u00a0Sky News Ian King Live<\/strong>,\u00a0BBC World News<\/strong>\u00a0and\u00a0CNBC<\/strong>\u00a0about the advertising industry\u2019s place with regard to Artificial Intelligence (AI) and how despite the warning signs for the future of humankind we believe that it will mean a boom for creativity and business.\u00a0\u00a0<\/p>\nSpeaking on behalf of the UK\u2019s biggest creative agency by billings and\u00a0VCCP<\/strong>\u2019s new dedicated AI creative agency\u00a0faith<\/em><\/strong>, Michael unpacks how AI can be a great accelerator of human creativity. Michael begins by outlining how new technologies are often greeted by prophecies of doom about mass job losses, but history shows that they are often overstated.\u00a0Michael states, \u201cI think that\u2019s because it\u2019s easier to imagine existing jobs that may be lost rather than jobs that haven\u2019t yet been created\u201d. Using\u00a0VCCP<\/strong>\u00a0as an example, Michael outlined how compared to when the agency launched, two-thirds of our employees are in jobs now that didn\u2019t exist when we launched in 2002.\u00a0<\/p>\nRegarding how the agency is incorporating generative AI at the moment, Michael maintains, \u201cGenerative AI is the most incredible tool, and it really allows us to do things that we couldn\u2019t do two or three months ago. So just through a very simple text instruction that\u2019s called a prompt, we can instantly create text, video, 3D models, and images. They are absolutely incredible.\u201d\u00a0<\/p>\n
Despite the negative headlines around AI for the advertising industry, Michael rejects the notion that it\u2019s bad for our industry and instead emphasises how AI will be a real accelerator of human creativity.\u00a0<\/p>\n
When asked why\u00a0VCCP<\/strong>\u00a0was siloing off AI as part of its core business, Michael revealed that the agency had already integrated a lot of the AI technologies into everything we do at\u00a0VCCP<\/strong>, but that the core reason for creating\u00a0faith\u00a0was to make sure that we are at the cutting edge of the opportunities out there.\u00a0<\/p>\nIan King on Sky News also asked Michael whether he thought the situation would be the same for other parts of the creative industry. Michael outlines how it fundamentally comes down to mindset, as our attitude is that it\u2019s unlikely to replace human creativity, \u201cAI at the end of the day is a tool. It still needs a human to control it. That human needs to set the inputs, set the parameters, and also at the end of the day, it needs to make a judgement\u201d.\u00a0\u00a0<\/p>\n
When asked whether the jobs of traditional filmmakers are in jeopardy, Michael rebutted that he doesn\u2019t think so. Instead, he contends that AI provides the opportunity to be a real democratiser of creativity as the cost of entry will be incredibly cheap and user-friendly.\u00a0<\/p>\n
The new AI creative agency,\u00a0faith<\/em><\/strong>, is\u00a0VCCP Group<\/strong>\u2019s Generative AI creative shop and produces work for new and existing clients. Through a pioneering partnership with two universities, Keele Business School and Staffordshire University, it also has an important explorative R&D arm.\u00a0VCCP<\/strong>\u00a0has created and used 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 its learning and client offering.<\/p>\n <\/div>\n<\/section><\/div>\n\n