{"id":16900,"date":"2023-06-30T16:09:42","date_gmt":"2023-06-30T15:09:42","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16900"},"modified":"2023-07-14T09:12:09","modified_gmt":"2023-07-14T08:12:09","slug":"michael-sudgen-on-sky-news","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jun\/michael-sudgen-on-sky-news","title":{"rendered":"Michael Sugden on Sky News"},"content":{"rendered":"<div class=\"lazyblock-video-Z1QveAg wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/840831551?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-al3UC wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p dir=\"ltr\" style=\"text-align: left\">Yesterday,\u00a0<strong>VCCP<\/strong>\u2019s Partnership CEO and CEO of\u00a0<strong><em>faith<\/em><\/strong>, Michael Sugden, was interviewed on\u00a0<strong>Sky News Ian King Live<\/strong>,\u00a0<strong>BBC World News<\/strong>\u00a0and\u00a0<strong>CNBC<\/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>\n<p dir=\"ltr\" style=\"text-align: left\">Speaking on behalf of the UK\u2019s biggest creative agency by billings and\u00a0<strong>VCCP<\/strong>\u2019s new dedicated AI creative agency\u00a0<strong><em>faith<\/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\u00a0<strong>VCCP<\/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>\n<p dir=\"ltr\" style=\"text-align: left\">Regarding 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<p dir=\"ltr\" style=\"text-align: left\">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<p dir=\"ltr\" style=\"text-align: left\">When asked why\u00a0<strong>VCCP<\/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\u00a0<strong>VCCP<\/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>\n<p dir=\"ltr\" style=\"text-align: left\">Ian 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<p dir=\"ltr\" style=\"text-align: left\">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<p dir=\"ltr\" style=\"text-align: left\">The new AI creative agency,\u00a0<strong><em>faith<\/em><\/strong>, is\u00a0<strong>VCCP 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&amp;D arm.\u00a0<strong>VCCP<\/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<div class=\"lazyblock-video-ZIG9WL wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/840832642?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","categories":[191],"class_list":["post-16900","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["16556"],"client_id":"","hero_video":"","hero_image":{"ID":16901,"id":16901,"title":"Screenshot 2023-06-30 at 15.38.54","filename":"Screenshot-2023-06-30-at-15.38.54.png","filesize":2481514,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54.png","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/jun\/michael-sudgen-on-sky-news\/attachment\/screenshot-2023-06-30-at-15-38-54","alt":"","author":"61","description":"","caption":"","name":"screenshot-2023-06-30-at-15-38-54","status":"inherit","uploaded_to":16900,"date":"2023-06-30 14:59:47","modified":"2023-06-30 14:59:47","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP\u2019s Partnership CEO and CEO of\u00a0faith, Michael Sugden, was interviewed on\u00a0Sky News Ian King Live,\u00a0BBC World News\u00a0and\u00a0CNBC\u00a0about the advertising industry\u2019s place with regard to Artificial Intelligence (AI)","meta-description":"Speaking on behalf of the UK\u2019s biggest creative agency by billings and\u00a0VCCP\u2019s new dedicated AI creative agency\u00a0faith, Michael unpacks how AI can be a great accelerator of human creativity.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/06\/Screenshot-2023-06-30-at-15.38.54-1.png","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16557,"post_author":"57","post_date":"2023-05-25 10:26:46","post_date_gmt":"2023-05-25 09:26:46","post_content":"<!-- wp:image {\"align\":\"center\",\"id\":16566,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/05\/Team_faith_Group-AI_16x9-2-1024x576.jpg\" alt=\"\" class=\"wp-image-16566\" \/><figcaption>*faith team group shot:<br><strong>Left Top-Right:<\/strong> Alex, Michael, Phil, Luke, Morten&nbsp;<br><strong>Bottom Left - Right:<\/strong> Yariella, Kate, Ben, Peter, Henal, Claire, Harriet and Michael<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003e\\u003ci\\u003eSage will be the agency\u2019s founding client\\u003c\/i\\u003e\\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe UK\u2019s leading creative agency VCCP, is today launching an AI creative agency called \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. The new agency will act as the Group\u2019s Generative AI creative shop, producing work for new and existing clients and through a pioneering partnership with two universities will also act as an explorative R\\u0026amp;D hub.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe agency launches globally and will work alongside VCCP\u2019s seven international offices, servicing VCCP\u2019s 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 their AI capabilities to accelerate and diversify their learning and client offering\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill 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.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTalking about the agency\u2019s ambition Sugden \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eexplains: \u201cWe 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. Sugden continues \u201cWe won\u2019t realise this potential however by\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e noodling around with MidJourney and Chat GPT. This is why we\u2019re launching a dedicated agency to advance AI\u2019s creative applications, accelerate our collective learning and share it quickly with our clients\u201d.\\u003c\/span\\u003e\\u003cb\\u003e \\u003c\/b\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with a founding client Sage, the leaders in accounting, financial, HR and payroll technology.\\u003c\/span\\u003e\\u003cb\\u003e Cath Keers, Chief Marketing Officer at Sage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e explains: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs 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.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cWe are excited about the possibilities of this collaboration and what it gives us from a creative agency perspective.\u201d\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launches with two knowledge sharing R\\u0026amp;D partnerships with universities at the forefront of innovation in the creative and technology sectors.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Knowledge Transfer Partnership with Staffordshire University\u2019s Digital Technologies and Arts faculty will be focused on designing the new \u201cframeworks for use\u201d within the industry. A partnership with Keele University Business School will explore the implications of AI on the operational and commercial structure of businesses.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Partnership Chief Strategy Officer Michael Lee will also become CSO of \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. He explains \u201cWe\u2019re delighted to have partnerships with two of the most forward-thinking universities in the UK. Staffs \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis a world leader in virtual production, and \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKeele University has already worked successfully with other industries such as law and architecture to develop and understand the implications and opportunity of real world applications of AI.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDr Colin Rigby, Director of Enterprise\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e at \\u003c\/span\\u003e\\u003cb\\u003eKeele University\u2019s Business Schoo\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003el said: \u201cWe\u2019re very excited to be working in partnership with VCCP. At KBS we\u2019ve been exploring the potential of AI in areas as diverse as neuromarketing, net zero opportunities, customer service and work enrichment. The creative sector is an area of almost unlimited potential for successful application of these new AI capabilities.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eProfessor Carlton Reeve, Associate Dean for Research and Enterprise, School of Digital, Technologies and Arts, Staffordshire University\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe have a unique transdisciplinary approach that brings together expertise from diverse but complementary disciplines ranging from art and design to engineering including media, games and computing. Our partnership with VCCP is an important way to explore new ideas and ways of working with AI in the creative sector. It\u2019s great for our staff to share and develop their expertise and for our students who gain invaluable real world experience.\u201d\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the belief that AI should only ever be used for good, \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches with a detailed generative AI policy based around four principles:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Transparent\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e when AI is being used\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Authentic\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, fact-check AI-generated content\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Compliant\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and break no laws\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Ethical\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only use AI for good\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe shop is actively recruiting for further prompt engineers. For further information on faith, please visit \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/capabilities\/ai\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\/\/www.vccp.com\/capabilities\/ai\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"Z1AuAtM\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1AuAtM\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We have faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination.\",\"quotee\":\"VCCP Partnership and faith CEO, Michael Sugden \",\"blockId\":\"1ge9h7\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1ge9h7\"} \/-->","post_title":"VCCP launches AI creative agency, faith","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-launches-ai-creative-agency-faith","to_ping":"","pinged":"","post_modified":"2023-05-25 10:38:22","post_modified_gmt":"2023-05-25 09:38:22","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16557","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16526,"post_author":"61","post_date":"2023-05-16 13:54:07","post_date_gmt":"2023-05-16 12:54:07","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eThis piece was first published in Campaign\\u003c\/strong\\u003e.\u00a0\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThere are many types of intelligence: musical, mathematical, kinesthetic and artificial are some of them. There are even more types of brains, but human ones are described using two terms \u2013 neurotypical (they have typical neurological function and development) and neurodivergent (those with alternative brain development and function, such as dyslexia, dyspraxia, dyscalculia, autism, and ADHD).\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eEvery type of intelligence, even AI, has unique strengths and challenges. However, most of life, education, work and socialising is designed to reward and encourage the neurotypical kind. This presents some of the biggest challenges for people with alternative brain functions.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eAs a new junior planner in advertising with a \\u0022neurodivergent\\u0022 brain, I found myself asking: is my brain a good fit for planning\/strategy? After a colleague delivered a presentation called \\u0022A love letter to AI\\u0022, I had another question: could AI help neurodivergent people in the workplace? Here's my perspective, to answer those questions.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003ePlease note I represent one neurodivergent person. There are also many types of AI, but I'm focusing on ChatGPT as it's the fastest-growing app of all time and it's difficult to get through a day without someone saying: \\u0022OMG look what ChatGPT did now.\\u0022\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo get to the answers with meaning, let me explain my brain and some of the traits that have been with me my whole life and made me feel like I don't fit in in many environments, especially work ones.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe traits: overthinking, asking a million questions, many of which can challenge conventions, quickly becoming deeply passionate about new things. Some say easily distracted, I say insatiably curious.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eNow to capture my challenges in a work environment \u2013 specifically advertising, an environment that's infamous for its lightning-quick pace and do-it-yesterday urgency \u2013 here's an analogy for how my brain works. Ferrari engine, pedal bike brakes and a default speed of a billion mph. Remember, this is internal, so despite stereotypes, it's not me sprinting around the office.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eFrom the second I wake up, to trying to get to sleep, this is the speed it's taking in information and thinking. Ultimately, thinking at high speeds non-stop isn't sustainable; the information needs to be organised and understood.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThis is why you need brakes, to slow things down to get your thoughts, ideas, and observations in order to be able to access them efficiently. Pedal bike brakes don't really slow down sports cars, so eventually, I crash.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eCrashing means diminished focus, elusive memory, zoning out and migraines. Therefore a strategy is needed, not to remove the Ferrari engine or eradicate my traits as they're great assets, but as a gearbox to harness my potential and stay healthy.\\u003c\/p\\u003e\",\"blockId\":\"ZCHhl5\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZCHhl5\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Crashing means diminished focus, elusive memory, zoning out and migraines. Therefore a strategy is needed, not to remove the Ferrari engine or eradicate my traits as they're great assets, but as a gearbox to harness my potential and stay healthy.\",\"blockId\":\"2poYty\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2poYty\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eChatGPT is that metaphorical gearbox and a supportive partner. There's no judgment from it, it doesn't get annoyed by anything I say. My curious nature and constant high-speed thoughts mean that I'm a whizz at research and finding insights. But it also means I quickly end up with too many tabs open to keep on top of or organise.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eRecently I've been doing a sales channel audit of five retailers. You can imagine with the number of channels there are, how that turned into hundreds of tabs and even more questions.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo avoid chaos, getting confused and staying organised I began conversations in ChatGPT on the initial task, and each of the retailers. That acted as an anchor point and base for me to go back and forth with my findings, interrogate them further with questions, then collate them into summaries all in one place.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSome people may use a notepad to do the same thing but it brings me clarity to get my thoughts and ideas out somewhere. I can ask questions and get answers back immediately, brainstorm, edit, get prompts and correct my mistakes all in one place.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eDealing with long text isn't fun for anyone. But for a neurodivergent person, it can be impossible. Yet ChatGPT crunches it into key points in seconds. Recently I was looking through a 2023 trend report but I only wanted to know about Gen Z. I copied the text into ChatGPT and asked it to collate the Gen Z relevant information then I asked it to turn that into 10 key bullet points. It saved me a lot of time and fatigue.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eTo summarise and answer one of the questions: yes, AI can help neurodivergent people in the workplace, ChatGPT is a fantastic assistive tool that's helping me navigate personal challenges in my daily work as a planner.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSo is planning a place neurodivergence can flourish? I believe so. Our naturally unique perspective, passionate drive and relentless stamina for questions is perfect for uncovering insights and opportunities.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eMy personal experience has also been very positive. I've been met with a mutual amount of curiosity and passion-felt lectures. For the first time ever I feel like I can ask all the questions and my different perspectives have been embraced, most recently in the inception of this article.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eStaying true to my challenging convention mindset, and as a planner, I present an opportunity. Between 15% and 20% of the UK is neurodivergent, that's a huge amount of talent and part of society for us to embrace. Welcoming different brains and intelligence into advertising will enrich the insights we get, inject jumping-off points for creativity that haven't been there before, help us build more connected mass-appeal brands, and create more inclusive workplaces.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eSo ask yourself as a curious person and a challenger, what you know about different brains, whether you're embracing them, including the AI kind, and whether they're in the room working on campaigns with you.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cem\\u003eLuke Rigg is a junior planner at VCCP London\\u003c\/em\\u003e\\u003c\/p\\u003e\",\"blockId\":\"TwujU\",\"blockUniqueClass\":\"lazyblock-text-full-width-TwujU\"} \/-->","post_title":"My AI and I: a case for neurodiversity in advertising and planning","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"my-ai-and-i-a-case-for-neurodiversity-in-advertising-and-planning","to_ping":"","pinged":"","post_modified":"2023-05-16 13:54:07","post_modified_gmt":"2023-05-16 12:54:07","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16526","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16496,"post_author":"57","post_date":"2023-05-10 13:37:41","post_date_gmt":"2023-05-10 12:37:41","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"825431752\",\"blockId\":\"2sdQAt\",\"blockUniqueClass\":\"lazyblock-video-2sdQAt\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis week VCCP\u2019s \\u003c\/span\\u003e\\u003cb\\u003eInternational CEO and Vice-Chairman, Julian Douglas \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewas interviewed on Sky News \\u003c\/span\\u003e\\u003cb\\u003eIan King Live \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eabout the UK advertising industry's place on the global stage, how investing in digital skills will help the UK maintain its position, and why our industry's top priority must always be talent.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHaving landed an annual export of advertising services reaching \u00a315bn in exports in 2021, up 32.5 per cent year on year (according to the \\u003c\/span\\u003e\\u003cb\\u003eAdvertising Association\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e), the advertising industry is now one of the UK's strongest exports and a critical driver of economic growth. This is partly due to the UK advertising industry procuring clients worldwide.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor Dougie, this can be attributed to the UK advertising industry staying ahead of the curve when it comes to technology, and its rich history of creativity as a nation. \u201cWe are the most advanced country for digital marketing on the planet. So international companies all around the world want to buy the best. And the UK really is the best, our creative industries have always been fantastic, whether that\u2019s music, fashion or architecture, advertising is a real crown jewel amongst those industries.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYet although the UK is enjoying advertising exports, particularly to the US and Australia, Dougie emphasised how importing from other countries needed to be a symbiotic relationship, that the UK will always have more to learn from other countries.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u0022It's really important that we do have those imports from abroad to make sure we\u2019re learning from other nations and other developments in tech so that we\u2019re at the leading edge. We need to work with new areas, whether that be India or the West Coast in the US.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen asked about Brexit and how it may be impacting the industry, Dougie explained how we are still seeing significant trade and exports going out to Germany especially and Ireland, so that continues to be the case. Yet in order to stay ahead, he emphasised how the UK needs to continue investing in talent, from abroad as well as locally. \u201cThe main concern is talent. The reason the UK does so well is education, training and talent. It\u2019s about the people and we\u2019ve got great people across the country, but we also have the best people in the world coming to work in our country, so there could be some challenges in accessing that talent from across Europe.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe UK joining the CPTPP (\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eComprehensive and Progressive Agreement for Trans-Pacific Partnership) \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTrade Agreement is also likely to show benefits, and Dougie is hopeful about how this will support both advertising and other industries. \u201cRemoving barriers for trade is only good for business. The true scale of the opportunities remains to be seen. But we\u2019re hopeful.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKing also asked Dougie about online advertising, and how it appears to be reverting to more traditional advertising channels like TV and display. Dougie described it as a \u2018dynamic space with lots of change as new technology and media channels become available.\u2019 There\u2019s ongoing debate on streaming platforms, but he continued that it\u2019s about much more; through sponsorship deals and placements.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eShould the industry be concerned about consumer spending being under pressure, if brands are reevaluating their marketing spend? Dougie doesn\u2019t think so. \u201cThere is always a pressure on marketing budgets. But any companies that want to grow, advertising and marketing are absolutely key to drive that growth. The more accuracy we have in understanding the effectiveness of advertising, the more investment we can put there.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s own work with Cadbury has demonstrated effectiveness, winning both the IPA Effectiveness Grand Prix award as well as their Garage campaign (which aired in both the UK and the US) landing the top spot on \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.adweek.com\/brand-marketing\/the-most-effective-campaigns-of-2022-came-from-kfc-cadbury-and-starbucks\/?\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eKantar\u2019s most effective campaigns\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e in 2022; the hero film was briefly shown during the interview.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"GYkTo\",\"blockUniqueClass\":\"lazyblock-text-full-width-GYkTo\"} \/-->","post_title":"Dougie on Sky News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"dougie-on-sky-news","to_ping":"","pinged":"","post_modified":"2023-05-10 13:37:41","post_modified_gmt":"2023-05-10 12:37:41","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16496","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/16900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/61"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=16900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}