{"id":18856,"date":"2024-07-25T12:10:35","date_gmt":"2024-07-25T11:10:35","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18856"},"modified":"2024-08-09T14:24:19","modified_gmt":"2024-08-09T13:24:19","slug":"finding-faith","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/faith\/finding-faith","title":{"rendered":"finding faith"},"content":{"rendered":"<div class=\"lazyblock-video-1q9q9E 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\/989611116?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-Z2lCFFX 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>faith,<\/b><span style=\"font-weight: 400\"> VCCP\u2019s AI creative agency, has today released an animated short film, made using Gen-AI to celebrate its first birthday.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u2018finding faith\u2019 was created to explore the practical uses of generative video for brands today by adhering to a consistent brand world. The faith team decided on the project as a way of \u201cdemonstrating the craft it takes to control AI to meet our creative standards, instead of letting AI control how much we lowered them\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400\">faith chose to work with their own brand world with their characters \u2018girl\u2019 and \u2018robot\u2019 (representing humanity and Gen-AI) featuring in an animated origin story which illustrates their founding idea that Gen-AI, when used properly can serve as an accelerator of human creativity.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The story captures the moment a young girl overcomes her initial fear and takes a leap of faith in befriending a lost robot, an act that unlocks their combined potential. Inspired by anime films, everything from the script to storyboards, animation and music was created using AI tools. The small team behind the film combined more than 15 different tools in total to complete production in just four weeks &#8211; reducing costs by an estimated 85%.<\/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>Ben Hopkins &amp; Morten Legarth, Creative Directors at faith<\/b><span style=\"font-weight: 400\">, said: \u201c<\/span><span style=\"font-weight: 400\">The potential of generative video is much talked about and we\u2019ve seen some great examples in fashion and music videos. They play well to the limitations of popular tools, but when it comes to creative control and consistency things get sketchy. Brands tend to require a more clearly defined narrative, distinct brand worlds and creative direction, which generative video tools have yet to provide.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cWith \u2018finding faith\u2019 we decided to test the capabilities of emerging generative tools on our own brand, to see how far we could push the technology when integrated into a creative process. There were many challenges though, the pace of AI development saw new versions of tools with new capabilities constantly being released, meaning we had to adapt as we went along to take full advantage.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cThis project would not have been possible without recent developments in Gen-AI, especially by the passionate open-source community &#8211; we wouldn\u2019t have had the time, people or budget to pull this off even a year ago &#8211; but this serves as a great case study of what we can currently achieve.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The film will be released on social channels today and is accompanied by a making of film which shares some of the lessons learned during the project.<\/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-ZsKkKe 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        With \u2018finding faith\u2019 we decided to test the capabilities of emerging generative tools on our own brand, to see how far we could push the technology when integrated into a creative process. \n        <cite>Ben Hopkins &amp; Morten Legarth, Creative Directors at faith<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-video-2e3fbt 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\/989617045?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-image-grid-2sBmz6 wp-block-lazyblock-image-grid\">\r\n<section class=\"fullwidth aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-sm\">\r\n        <div class=\"row\">\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--tall\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill3-1-307x615.png 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill3-1-307x615.png 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill3-1-307x615.png\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill3-1-307x615.png\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-sm-6\">\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill2-1-768x768.png 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill2-1-768x768.png 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill2-1-768x768.png\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill2-1-768x768.png\">\r\n                    <\/picture>\r\n                <\/div>\r\n                <div class=\"grid-item grid-item--square\">\r\n                    <picture>\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill5-1-768x768.png 768w\" srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill5-1-768x768.png 768w\">\r\n                        <img decoding=\"async\" data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill5-1-768x768.png\" alt=\"\" class=\"img-fluid grid-item-img lazyloaded\" src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/FindinFaithStill5-1-768x768.png\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Zu2X9L wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide  carousel--with-indicators  \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill1-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill1-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill2-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill2-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill3-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill3-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill4-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill4-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill5-1.png 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/BTSStill5-1.png\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"3\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"4\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-uOgRL 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>CAMPAIGN CREDITS\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400\">CAMPAIGN TITLE: finding faith<\/span><\/p>\n<p><b>LEADERSHIP<\/b><\/p>\n<p><span style=\"font-weight: 400\">CEO: Michael Sugden<\/span><\/p>\n<p><span style=\"font-weight: 400\">CSO: Michael Lee<\/span><\/p>\n<p><span style=\"font-weight: 400\">HEAD OF FAITH: Alex Dalman<\/span><\/p>\n<p><b>CREATIVE<\/b><\/p>\n<p><span style=\"font-weight: 400\">CREATIVE DIRECTORS: Ben Hopkins &amp; Morten Legarth<\/span><\/p>\n<p><span style=\"font-weight: 400\">PROMPT &amp; DIFFUSION ENGINEER: Gabriele Lanzafame<\/span><\/p>\n<p><span style=\"font-weight: 400\">CREATIVE INNOVATION LEAD: Peter Gasston<\/span><\/p>\n<p><span style=\"font-weight: 400\">MIDWEIGHT CREATIVE: Vicky David<\/span><\/p>\n<p><b>ACCOUNT MANAGEMENT<\/b><\/p>\n<p><span style=\"font-weight: 400\">MANAGING PARTNER: Kerry Howell<\/span><\/p>\n<p><span style=\"font-weight: 400\">BUSINESS DIRECTOR: Sam Whiston<\/span><\/p>\n<p><span style=\"font-weight: 400\">ACCOUNT MANAGER: Mai Trinh<\/span><\/p>\n<p><b>DATA<\/b><\/p>\n<p><span style=\"font-weight: 400\">DATA STRATEGY DIRECTOR: Yariella Coello<\/span><\/p>\n<p><span style=\"font-weight: 400\">HEAD OF DATA SCIENCE &amp; ANALYTICS: Lucy Chaudhuri<\/span><\/p>\n<p><b>PLANNING<\/b><\/p>\n<p><span style=\"font-weight: 400\">SENIOR PLANNER: Amber Smith<\/span><\/p>\n<p><span style=\"font-weight: 400\">JUNIOR PLANNER: Liberty Covill<\/span><\/p>\n<p><b>PRODUCTION<\/b><\/p>\n<p><span style=\"font-weight: 400\">SENIOR INTEGRATED CREATIVE PRODUCER: Charlotte McCluskey<\/span><\/p>\n<p><span style=\"font-weight: 400\">EXECUTIVE PRODUCER: Jake Hafer<\/span><\/p>\n<p><span style=\"font-weight: 400\">PRODUCER: Miriam Deas<\/span><\/p>\n<p><span style=\"font-weight: 400\">VIDEOGRAPHER: Ed Roe<\/span><\/p>\n<p><span style=\"font-weight: 400\">ASSISTANT FILMMAKER: Farihah Chowdhury<\/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>POST PRODUCTION<\/b><\/p>\n<p><span style=\"font-weight: 400\">POST PRODUCERS: Amira Petker &amp; Elliott Watson<\/span><\/p>\n<p><span style=\"font-weight: 400\">EDITORS: Amelia Eve, Adrian Scanlon &amp; Mark Singer\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">GRADE: Syd Harvey\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">SOUND DESIGN &amp; MUSIC: Emily Vizard\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">BTS EDITOR: Jess MacLeod<\/span><\/p>\n<p><span style=\"font-weight: 400\">MCR: Bevan Edwards, Anil Douglas &amp; Alex Reid\u00a0<\/span><\/p>\n<p><b>3D<\/b><\/p>\n<p><span style=\"font-weight: 400\">PROJECT DIRECTOR: Ravi Patel<\/span><\/p>\n<p><span style=\"font-weight: 400\">CREATIVE DIRECTOR: Jon Bancroft<\/span><\/p>\n<p><span style=\"font-weight: 400\">ANIMATION \/ MODELLING: Filip Stanek &amp; Richard Janecek<\/span><\/p>\n<p><b>DESIGN<\/b><\/p>\n<p><span style=\"font-weight: 400\">RESOURCE LEAD: Rachael Hinge<\/span><\/p>\n<p><span style=\"font-weight: 400\">SENIOR DESIGNER: Rohit Sharma, Miguel Silgado &amp; Tom Widdrington\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">SENIOR ASSISTANT ARTLAB MANAGER: Sam Weight<\/span><\/p>\n<p><b>PR &amp; MARKETING<\/b><\/p>\n<p><span style=\"font-weight: 400\">SENIOR GROUP COMMUNICATIONS MANAGER: Alastair Smith<\/span><\/p>\n<p><span style=\"font-weight: 400\">GROUP NEW BUSINESS &amp; MARKETING MANAGER: Ollie Bowen<\/span><\/p>\n<p><b>LEGAL<\/b><\/p>\n<p><span style=\"font-weight: 400\">HEAD OF LEGAL: Rebecca Coleman<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18856","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["16556"],"client_id":"18872","hero_video":"","hero_image":{"ID":18857,"id":18857,"title":"2","filename":"2-5.png","filesize":2983109,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5.png","link":"https:\/\/www.vccp.com\/uk\/work\/faith\/finding-faith\/attachment\/2-27","alt":"","author":"64","description":"","caption":"","name":"2-27","status":"inherit","uploaded_to":18856,"date":"2024-07-24 15:16:48","modified":"2024-07-24 15:16:48","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\/2024\/07\/2-5-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-5-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"AI creative agency faith marks first birthday with release of animated short film","meta-description":"AI creative agency faith marks first birthday with release of animated short film","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/07\/2-6.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17889,"post_author":"64","post_date":"2024-03-12 15:27:05","post_date_gmt":"2024-03-12 15:27:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1025171668\",\"blockId\":\"qlmRI\",\"blockUniqueClass\":\"lazyblock-video-qlmRI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,\\u003c\/span\\u003e\\u003cb\\u003e O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e- extending the practical use of Gen-AI in marketing communications beyond concepting into creating.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e creates custom imagery of O2\u2019s brand character Bubl based on client prompts, so it can be used in channels where cost or time constraints previously limited its use. The second Gen-AI tool, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, focuses on the tonal consistency of the brand\u2019s written marketing communications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has trained a Gen-AI model to create images of Bubl for external use by \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is able to use Bubl in scenarios which would have previously been prohibited by cost and time considerations, limiting its usage to appearances in more premium media such as AV, print and OOH campaigns.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e made a bespoke platform and UI for \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e enabling simple prompts to create images of Bubl in any imaginable scenario. For example, if an O2 marketer needed a brand image of Bubl with a rugby ball, the model could generate one on request - allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eneeded a 3D model of Bubl so that the AI could be trained on poses of the blue robot that had not been seen before. Previously, Bubl had only been seen from the front, which limited its use. To remove these barriers and enable images to be generated of any potential scenario, further design work and modelling was necessary.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e allows O2\u2019s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand\u2019s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging. The tool was built to incorporate all of O2\u2019s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e were created for \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, founding clients of\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work\\u003c\/span\\u003e\\u003cb\\u003e faith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has been doing on behalf of clients including \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePreviously Gen-AI\u2019s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThe Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we\u2019ve developed together create consistent, high-quality distinctive brand assets and copy at speed - allowing us to work in ways which would not previously have been possible. It\u2019s exciting to keep learning by doing, as the GenAI space continues to evolve.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMorten Legarth \\u0026amp; Ben Hopkins, Creative Directors at faith and VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cGen-AI tools often lack the creative control and brand identity needed for production assets. This limits the practical usage of AI to concepting or simple background tasks - we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do. That\u2019s why we trained this model to understand what\u2019s important for our client O2, helping to build out their brand world and expand on what\u2019s both possible and achievable with the same budgets and same timescales.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was founded last year by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s leading creative agency, with faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. With 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\\u003e launched 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\",\"blockId\":\"Z1mEzQP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1mEzQP\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":17890,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do.\",\"quotee\":\"Alex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\",\"blockId\":\"Z1LBWN6\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LBWN6\"} \/-->","post_title":"AI creative agency faith launches custom Gen-AI models for O2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","to_ping":"","pinged":"","post_modified":"2024-10-31 16:24:44","post_modified_gmt":"2024-10-31 16:24:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889","menu_order":0,"post_type":"work","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"}},{"relateditem":{"ID":17508,"post_author":"67","post_date":"2023-09-26 10:43:48","post_date_gmt":"2023-09-26 09:43:48","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe\\u003cstrong\\u003e Advertising Association\\u003c\/strong\\u003e has formed a new \\u003cstrong\\u003eAI Taskforce\\u003c\/strong\\u003e bringing together senior representatives from across its membership. The aim is to build a coordinated policy approach, in recognition of the rapid need to establish ethical safeguards, develop industry guidelines and work with the \\u003cstrong\\u003eAdvertising Standards Authority (ASA)\\u003c\/strong\\u003e where appropriate to ensure the use of AI in advertising campaigns is transparent and legal, decent, honest, and truthful.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Taskforce meets for the first time this week to ensure the advertising and marketing industry are responsible producers, deployers and end-users of AI. It will also explore the productivity and creativity gains for the industry and wider economic benefits for the UK, following AI\u2019s increasing prominence as a transformative technology. The Taskforce will also aim to ensure the UK is the best place to develop and champion AI in advertising and marketing to reinforce its position as a world-leading hub, and seek to increase the standard and clarity of industry policy on AI ethics and usage \u2013 informed by\\u003cbr \/\\u003epolicy in related areas, such as data ethics.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003eThe Taskforce will be co-chaired by two member organisations of the \\u003cstrong\\u003eAdvertising Associations\\u003c\/strong\\u003e and its \\u003cstrong\\u003eFront Foot network\\u003c\/strong\\u003e - \\u003cstrong\\u003eGoogle\\u003c\/strong\\u003e \u2013 represented by \\u003cstrong\\u003eAdvertising Industry Relations Manager, EMEA, Yves Schwarzbart\\u003c\/strong\\u003e \u2013 and advertising agency \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e \u2013 represented by \\u003cstrong\\u003eManaging Partner and Head of Social Innovation, Alex Dalman\\u003c\/strong\\u003e. \\u003cstrong\\u003eStephen Woodford, CEO, Advertising Association\\u003c\/strong\\u003e, said: \u201cThe establishment of our AI Taskforce comes at a critical time for AI and its use, not just in the UK but in advertising around the world. The Taskforce will focus on the ethical usage of AI in advertising as well as helping develop the UK\u2019s role globally for AI\u2019s influence on marketing and advertising Innovation. This Taskforce draws from the strengths of our AA and Front Foot membership to include the best mix of senior technical, policy and legal experts across the advertiser,agency, platform, and media community.\u201d\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eAlex Dalman, Managing Partner and Head of Social Innovation, VCCP London\\u003c\/strong\\u003e, said: \\u0022We believe that AI can unlock tremendous potential in advertising and marketing, and that generative AI in particular will be an accelerator of human creativity and innovation \u2014 but we also believe that it must be used responsibly. So, we\u2019re very excited to be part of the AI\\u003cbr \/\\u003eTaskforce where we can help to guide the industry through its latest transformation and participate in important conversations about policy, ethics, and societal impact while keeping a focus on the incredible opportunities that AI presents.\\u0022\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cstrong\\u003eYves Schwarzbart, Advertising Industry Relations Manager, EMEA,\\u003c\/strong\\u003e said: \\u0022With AI being the most profound technology shift that humanity is working on today, it is only right for the UK advertising industry to consider how we can be bold, yet responsible, in the way we harness the potential of AI. I am grateful to the Advertising Association for the opportunity to\\u003cbr \/\\u003eco-chair this important workstream together with Alex, and I look forward to helping play my part in finding the industry\u2019s collective voice on AI and driving these discussions forward.\u201d The Taskforce will convene for a minimum twelve months, with plans to meet quarterly. The\\u003cstrong\\u003e Advertising Association\\u003c\/strong\\u003e has already been taking an active role in discussing the opportunities and questions posed by AI, with its \\u003cstrong\\u003eInternational Trade Director, Aisling Conlon\\u003c\/strong\\u003e, co-hosting the \\u003cstrong\\u003eCreative Industries\\u003c\/strong\\u003e Gen AI conference earlier this month at the \\u003cstrong\\u003eEmirates Stadium\\u003c\/strong\\u003e in partnership with the\\u003cstrong\\u003e Department for Business and Trade\\u003c\/strong\\u003e.\\u003c\/p\\u003e\",\"blockId\":\"20u6Tj\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-20u6Tj\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-read-more {\"blockId\":\"Z2dRr4C\",\"blockUniqueClass\":\"lazyblock-two-column-text-read-more-Z2dRr4C\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We believe that AI can unlock tremendous potential in advertising and marketing, and that generative AI in particular will be an accelerator of human creativity and innovation\",\"quotee\":\"Alex Dalman\",\"blockId\":\"Z1u1vlf\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1u1vlf\"} \/-->","post_title":"Advertising Association Convenes UK Advertising Industry AI Taskforce","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"advertising-association-convenes-uk-advertising-industry-ai-taskforce","to_ping":"","pinged":"","post_modified":"2023-09-26 10:43:48","post_modified_gmt":"2023-09-26 09:43:48","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17508","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":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/18856","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"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=18856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}