AI

We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination.

 

faith is the leading global generative AI creative agency. It represents the next step in our evolution. We’re responsibly embracing AI and all of its potential to supercharge the creative process for our network of international offices and worldwide roster of clients.

Daisy vs. Scammers

O2 and VCCP's AI creative agency, faith, have launched a campaign to combat scammers. The campaign features Daisy, an AI-powered granny, who engages scammers in lengthy conversations, wasting their time and preventing them from targeting real victims.

Daisy was created using advanced AI technology and is indistinguishable from a real person. The campaign also includes a collaboration with Amy Hart, a former Love Islander and scam victim, to raise awareness among younger audiences. We received over 1.5 billion earned impressions, 1800+ pieces of coverage in 9 markets and millions…and millions of views. 

Award-winning agency

What we do

Tasked with rapidly exploring the creative opportunities of Generative AI, we don’t just talk about its potential—we bring it to life. We help our clients custom-train their brands with GenAI tools, powered by faith, and deliver campaigns with GenAI at the centre.

Our work spans three key areas, all focused on GenAI-driven creativity and execution. First, we use GenAI to optimise existing processes—creating and enhancing brand assets with greater scale and efficiency. Second, we push boundaries by transforming the work we do, developing innovative ideas with GenAI at their core. Finally, we act as hands-on GenAI consultants, training and advising internal and external teams to implement GenAI in impactful ways. 

Creative efficiency

  • Branded Image Model
  • Branded Copy Model
  • 3D & AI Product Photoshoot
  • Branded Conversation Model 

Creative effectiveness

  • GenAI-first Ideas
  • GenAI Campaign (imagery, video, and audio) 

Creative AI consultancy

  • GenAI Training 

Consistent brand assets at speed and at scale

The Bubl Generator is a custom image model we built for O2, to generate assets of their mascot Bubl that can be used across a variety of platforms.

The Copy Checker is a tool to help copywriters ensure their copy is in the brand tone of voice. 

Gong cha Gen AI Social Campaign

Global bubble tea brand, Gong cha, appointed VCCP’s AI creative agency faith to deliver their 2024 winter campaign, bringing their Gingerbread bottles to life on social media using GenAI.

We created an AI-powered gingerbread world for Gong cha, heroing its Gingerbread shaped bottles and introducing a range of characters which can be used across multiple channels. 

Who we are

We are an assembled team of technologists, prompt engineers, creatives, strategists, makers and data analysts to cover every aspect of the agency process. 

We proudly share our knowledge and experience to pioneer the growth of AI solutions in the marketing industry. 

AI Taskforce

Alex Dalman, Head of faith, is a Co-Chair of the Advertising Association's AI taskforce. With members of the team contributing chapters to the responsible use of AI, Playbook and future thought leadership endeavours to lobby government and policy makers to think deeper about AI and its influence. 

Waypointers

In this episode of Waypointers, Peter Gasston, Innovation Director at faith, shares why VCCP made a significant investment in generative AI technology and reflects on the journey so far.

Peter reveals that the driving force behind this decision came from VCCP’s creative department, where teams were already experimenting with GenAI tools independently. Instead of viewing AI as a threat, they recognised its potential to supercharge their creativity and enhance their work.

Listen back to the podcast here. 

Commitment

With the belief that AI should only ever be used for good, faith launches with a detailed generative AI policy based around four principles:

  1. Be Transparent when AI is being used
  2. Be Authentic, fact-check AI-generated content
  3. Be Compliant and break no laws
  4. Be Ethical, only use AI for good 

Get in touch

Agency News

Women & AI: Future Ready

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AI creative agency faith launches custom Gen-AI models for O2

O2

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VCCP CEO speaks to Bloomberg and BBC World News about the UK AI Safety Summit 2023

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AI Granny Scambaiter

O2

Work

finding faith

faith

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AI creative agency faith launches custom Gen-AI models for O2

O2

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The Ascent of Can

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Michael Sugden on Sky News

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OUR PEOPLE

Michael Sugden Co-CEO

Michael joined VCCP on its first day of business in 2002, becoming Managing Director in 2006, CEO in 2012 and VCCP Partnership CEO in 2018, and in 2024 Co-CEO of VCCP Group.
Michael is also responsible for AI creative agency faith. In recent years VCCP has built itself a reputation for business transformation as evidenced by O2, Cadbury, Compare the Market, easyJet and White Claw.

Michael started his career at Claydon Heeley before moving to HHCL. During his career he’s been privileged to work on brands such as O2, Google, Microsoft, Telefonica, T-Mobile, Unilever, Sage, Coca-Cola and Macmillan among others. The proudest part of his career is being part of the team that has built VCCP to a 2,500 strong agency in 7 offices around the world.

Outside of work & family Michael has raced motorbikes across the Sahara, raced on foot to the magnetic North Pole and led expeditions across the Himalaya, Andes and Tanami desert.

Michael Lee Chief Strategy Officer

Michael Lee has been Chief Strategy Officer of the VCCP Partnership since 2013. He has played a major role in the dramatic growth of the agency to become the UK’s Number 1 agency, with an exceptional roster of clients including Cadbury, O2, compare the market, Walkers, Canon and easyJet. In January 2023, he was ranked the UK ad industry’s No.1 Strategist by the trade publication Campaign.

He has won numerous creative and effectiveness awards including the European Effie Grand Prix, and the Marketing Society’s Long Term Effectiveness Award for his work on transforming the commercial fortunes of easyJet. He now oversees a team of over 70 strategists across 8 offices worldwide, with a diverse range of skillsets ranging from brand strategy to data analytics and performance marketing.

Last October, Michael set up VCCP Stoke Academy as one of the co-Founders, a commitment to increasing awareness, create work experience opportunities and jobs in the creative industry in a part of the country where few opportunities exist for talented, creatively-minded young adults struggle to break into our industry.

He has spoken at numerous events including Cannes Lions, Contagious and MAD/fest on a wide range of subjects from innovation in the field of emotional response research to fostering a challenger culture through strong brand positioning. Michael is also an advisor for the BAME2020 initiative, and a guest lecturer for the Cambridge University Judge Business School.

He is currently Chair of the APG, the organization that represents strategists and planners across the marketing industry and runs the prestigious APG Creative Strategy Awards. His mission is to increase the social diversity of entry level planners and also broaden the APG’s membership to include the diversifying career paths of strategists into client, tech and PR businesses.

Alex Dalman Managing Partner & Head of Social & Innovation

Alex joined VCCP in 2014 and as Managing Partner and Head of Social & Innovation, Alex is leading the partnership on social and faith, our dedicated AI agency. Alex is driven by creating non-traditional campaigns, in emerging platforms using technology to bring them to life. She has worked on social, digital and experiential campaigns for O2, easyJet and Domino’s including award winning easyJet’s ‘Look&Book, and The O2 in Fortnite campaign. Alex also runs VCCP’s innovation programme, Curious, which aims to inspire and educate our employees and clients on the latest developments in the industry and beyond.

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