{"id":17566,"date":"2023-11-09T09:40:26","date_gmt":"2023-11-09T09:40:26","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17566"},"modified":"2023-11-09T09:40:26","modified_gmt":"2023-11-09T09:40:26","slug":"vccp-ceo-speaks-to-bloomberg-and-bbc-world-news-about-the-uk-ai-safety-summit-2023","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/nov\/vccp-ceo-speaks-to-bloomberg-and-bbc-world-news-about-the-uk-ai-safety-summit-2023","title":{"rendered":"VCCP CEO speaks to Bloomberg and BBC World News about the UK AI Safety Summit 2023"},"content":{"rendered":"<div class=\"lazyblock-video-Z1IJ6Ga 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\/880168238?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-video-Z1321a 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\/880466476?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-two-column-text-quote-image-Z1gG8Wc wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>The UK AI Safety Summit\u00a0<\/b><\/p>\n<p><b>Michael Sugden<\/b><span style=\"font-weight: 400\">, CEO of VCCPs Partnership and AI creative agency, faith, was interviewed by both Bloomberg and BBC World Service about the UK\u2019s AI Safety Summit held on November 1st and 2nd, 2023.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The Summit was hosted by UK Prime Minister, Rishi Sunak, at Bletchley Park, Buckinghamshire and brought together international governments, leading AI companies, civil society organisations and experts in research to consider the risks of AI.<\/span><\/p>\n<p><span style=\"font-weight: 400\">During his interview for Bloomberg, Michael shared why he believes the Summit overlooked crucial aspects of the debate around AI, emphasising the importance of considering the positive opportunities presented by emerging technologies alongside topics such as risk and security.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">While the summit did offer some interesting insights into the world of AI and successfully brought together a diverse group of individuals, its sole focus on AI security overlooked some of the positive transformations and advancements that AI can bring. Michael highlighted that: \u201cThere has to be balance, think of the beneficial advantages of AI in medical diagnosis and the treatment of cancer; improving public services &#8211; which you can\u2019t say aren\u2019t important things\u201d<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>How does AI impact the advertising industry?<\/b><\/p>\n<p><span style=\"font-weight: 400\">When questioned about the impact of AI on productivity, Michael shared that, \u201cAI is allowing us to create things we just couldn&#8217;t do a few months ago and we really believe it&#8217;s going to be an accelerator of human creativity.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">Addressing the ethical concerns prevalent in the AI landscape, Michael underscored VCCP\u2019s commitment to four guiding principles for AI usage: \u201cThe first is to be transparent when AI is in use; be authentic and fact check any AI generated content; be compliant and adhere to the laws; and be ethical, only use AI for good\u201d.\u00a0<\/span><\/p>\n<p><b>How are we using AI?<\/b><\/p>\n<p><span style=\"font-weight: 400\">During his interview with BBC World Service, Michael explained how AI has significantly impacted the way we work at VCCP: \u201cMore generally, AI tools are liberating our employees from the mundane and time consuming tasks and it allows our people and our teams to focus on much more meaningful and rewarding tasks.\u201d\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-DlzJq wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We are using AI in many ways and we have recognised that the positives vastly outway the negatives\n \n        <cite>Michael Sugden, CEO of VCCPs Partnership CEO and AI creative agency, faith<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","categories":[191],"class_list":["post-17566","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":["16556"],"client_id":"","hero_video":"","hero_image":{"ID":17600,"id":17600,"title":"radio-splash-10e0ce1b6a","filename":"radio-splash-10e0ce1b6a.jpg","filesize":74068,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a.jpg","link":"https:\/\/www.vccp.com\/uk\/news\/2023\/nov\/vccp-ceo-speaks-to-bloomberg-and-bbc-world-news-about-the-uk-ai-safety-summit-2023\/attachment\/radio-splash-10e0ce1b6a","alt":"","author":"64","description":"","caption":"","name":"radio-splash-10e0ce1b6a","status":"inherit","uploaded_to":17566,"date":"2023-11-09 09:24:16","modified":"2023-11-09 09:24:16","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1280,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a.jpg","1536x1536-width":1280,"1536x1536-height":720,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a.jpg","2048x2048-width":1280,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a.jpg","Header-width":1280,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a.jpg","Wide-width":1280,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP CEO speaks to Bloomberg and BBC World News about the UK AI Safety Summit 2023","meta-description":"VCCP CEO speaks to Bloomberg and BBC World News about the UK AI Safety Summit 2023","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/11\/radio-splash-10e0ce1b6a-1.jpg","news_id":"191","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16900,"post_author":"61","post_date":"2023-06-30 16:09:42","post_date_gmt":"2023-06-30 15:09:42","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"840831551\",\"blockId\":\"Z1QveAg\",\"blockUniqueClass\":\"lazyblock-video-Z1QveAg\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eYesterday,\u00a0\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e\u2019s Partnership CEO and CEO of\u00a0\\u003cstrong\\u003e\\u003cem\\u003efaith\\u003c\/em\\u003e\\u003c\/strong\\u003e, Michael Sugden, was interviewed on\u00a0\\u003cstrong\\u003eSky News Ian King Live\\u003c\/strong\\u003e,\u00a0\\u003cstrong\\u003eBBC World News\\u003c\/strong\\u003e\u00a0and\u00a0\\u003cstrong\\u003eCNBC\\u003c\/strong\\u003e\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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eSpeaking on behalf of the UK\u2019s biggest creative agency by billings and\u00a0\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e\u2019s new dedicated AI creative agency\u00a0\\u003cstrong\\u003e\\u003cem\\u003efaith\\u003c\/em\\u003e\\u003c\/strong\\u003e, 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\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e\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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eRegarding 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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eDespite 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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eWhen asked why\u00a0\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e\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\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e, 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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eIan 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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eWhen 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\\u003c\/p\\u003e\\n\\u003cp dir=\\u0022ltr\\u0022 style=\\u0022text-align: left\\u0022\\u003eThe new AI creative agency,\u00a0\\u003cstrong\\u003e\\u003cem\\u003efaith\\u003c\/em\\u003e\\u003c\/strong\\u003e, is\u00a0\\u003cstrong\\u003eVCCP Group\\u003c\/strong\\u003e\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\\u0026amp;D arm.\u00a0\\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e\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.\\u003c\/p\\u003e\",\"blockId\":\"al3UC\",\"blockUniqueClass\":\"lazyblock-text-full-width-al3UC\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"840832642\",\"blockId\":\"ZIG9WL\",\"blockUniqueClass\":\"lazyblock-video-ZIG9WL\"} \/-->","post_title":"Michael Sugden on Sky News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"michael-sudgen-on-sky-news","to_ping":"","pinged":"","post_modified":"2023-07-14 09:12:09","post_modified_gmt":"2023-07-14 08:12:09","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=16900","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14554,"post_author":"57","post_date":"2022-02-02 10:41:15","post_date_gmt":"2022-02-02 10:41:15","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLast year saw \\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e launch The O2 in \\u003cstrong\\u003eFortnite Creative\\u003c\\\/strong\\u003e during the pandemic for music fans. This year \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP Group is the first advertising network in the world to \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eopen its virtual office doors in \\u003cstrong\\u003eRoblox.\\u003c\\\/strong\\u003e\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRoblox is a global gaming social platform where millions of people gather together every day to imagine, create, and share experiences with each other. In 2021 Roblox grew their community to \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/ir.roblox.com\\\/news\\\/news-details\\\/2021\\\/Roblox-Reports-November-2021-Key-Metrics\\\/default.aspx\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enearly 50 million\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e daily active users across 180 countries from 32.6 million in the previous year before, spending a total of 9.7 billion hours on the platform. As a platform, it has grown rapidly in the last several years with big brands such as Nike, \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.marketingdive.com\\\/news\\\/chipotle-hosts-virtual-restaurant-on-roblox-for-halloween-experience\\\/608979\\\/\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eChipotle\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, Vans, The BBC, and Netflix all creating their worlds in the game.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eVCCP X Roblox \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis a reimagining of VCCP\\u2019s headquarters in London Victoria, \\u003c\\\/span\\u003e\\u003cb\\u003eGreencoat House\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e; spearheaded by the Innovation team at VCCP to educate colleagues across their eight global offices about the opportunities within gaming, in a new, fun way. It also encourages them to experiment and build prototype ideas for the agencies\\u2019 brands.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Business Director - Innovation at VCCP London, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid\\u003c\\\/span\\u003e\\u003cb\\u003e: \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e'Gaming can be such an invisible world to non-gamers out there, especially for non-gamer marketeers, so we really wanted to show the possibilities within creative games like Roblox for VCCP employees and our clients, and also have a bit of fun too whilst we are at it. The only way to appreciate the scale of what can be achieved for brands is to try it out for yourself - go have a play now!\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe building features five floors and includes mini-games as well as Easter egg collectibles and fun homages to some of VCCP\\u2019s clients from across its global network and key features including a Compare The Market, Meerkat enclosure and O2\\u2019s friendly blue robot, Bubl. There are NPCs (non-playable characters) inside including VCCP Founders \\u003cstrong\\u003eCharles Vallance\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eAdrian Coleman\\u003c\\\/strong\\u003e alongside well-known and loved office staff from VCCP London.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eVCCP X Roblox\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was led by ACDs Ben Hopkins and Morten Legarth alongside Alex Dalman,\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Business Director - Innovation\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and collaboratively produced through VCCP\\u2019s global content studio, Girl\\u0026amp;Bear and Pro Roblox Builder, TrustMeImRussian.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eBen Hopkins and Morten Legarth - ACDs at VCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \\u003c\\\/span\\u003e\\u003cb\\u003e\\u2018\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs gamers and creatives, we\\u2019re incredibly excited that this space is getting more attention. Roblox is just one of many virtual, vibrant communities with rich opportunities for new ideas and ways for brands to interact with audiences. We want to lead by example; VCCP X Roblox isn\\u2019t about talking a good game, it\\u2019s about putting ourselves in the game to help immerse colleagues and clients about the opportunities ahead. It\\u2019s also a ton of fun\\u2019.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMichael Sugden, CEO of VCCP Partnership, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003enoted: \\u201cVCCP X Roblox is a fantastical version of our VCCP\\u2019s offices in London where no laws of gravity exist and our chance to work creatively isn\\u2019t disrupted by work from home constraints. We created a really accessible learning environment for our global network of staff to play in, get to know this amazing platform, and understand just how powerful it can be for our clients. Having an office in Roblox means we can meet, socialise, work in an exciting environment and even pitch.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eVCCP X Roblox\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e soft-launched earlier this month to staff which enabled employees' parents\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, brothers, sisters, daughters and sons to see and experience where they worked.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo access VCCP in Roblox visit \\u003c\\\/span\\u003e\\u003ca href=\\u0022https:\\\/\\\/www.roblox.com\\\/games\\\/7963608408\\\/VCCP\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehttps:\\\/\\\/www.roblox.com\\\/games\\\/7963608408\\\/VCCP\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e or search \\u2018VCCP\\u2019 in Roblox on either desktop or mobile.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"11z8Ki\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-11z8Ki\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"665943689\",\"blockId\":\"ZwBqQ2\",\"blockUniqueClass\":\"lazyblock-video-ZwBqQ2\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Having an office in Roblox means we can meet, socialise, work in an exciting environment and even pitch.\",\"quotee\":\"Michael Sugden, CEO of VCCP Partnership\",\"blockId\":\"ESCnv\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ESCnv\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-Landscape-1%22,%22caption%22:%22%22,%22id%22:14562,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14562%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Roblox-x-VCCP-Landscape-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-6-1%22,%22caption%22:%22%22,%22id%22:14563,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14563%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Roblox-x-VCCP-6-1-scaled.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-7-1%22,%22caption%22:%22%22,%22id%22:14564,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14564%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Roblox-x-VCCP-7-1-scaled.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-9-1%22,%22caption%22:%22%22,%22id%22:14565,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14565%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Roblox-x-VCCP-9-1-scaled.jpg%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Roblox-x-VCCP-1-1%22,%22caption%22:%22%22,%22id%22:14566,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14566%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Roblox-x-VCCP-1-1-scaled.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"Z1DV9Lq\",\"blockUniqueClass\":\"lazyblock-carousel-Z1DV9Lq\"} \/-->","post_title":"VCCP X Roblox","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"vccp-x-roblox","to_ping":"","pinged":"","post_modified":"2022-03-10 15:34:37","post_modified_gmt":"2022-03-10 15:34:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=14554","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"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"}}],"hide_related_items":[],"websites_to_publish":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/17566","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\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=17566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}