• A Keele University expert is working with a renowned international advertising company on the launch of their new AI creative agency. 
• VCCP have launched “faith” this week, a new branch of their agency using AI for creative content generation. 
• Keele’s Dr Colin Rigby is working with the company on a knowledge sharing research and development partnership to support the launch. 

Knowledge sharing partnership 

A Keele University researcher is lending his expertise to a new AI creative agency being launched by one of the UK’s leading advertising companies. 

Dr Colin Rigby from Keele Business School is working with international agency VCCP on a knowledge sharing research and development partnership, to support the launch of ‘faith’ - VCCP’s new branch using AI for creative content generation. 

The agency has launched globally this week and will work alongside VCCP’s seven international offices, servicing VCCP’s worldwide roster of clients, and is described as the group’s “Generative AI creative shop”. 

Using AI responsibly 

As part of the launch of faith, the company are partnering with both Keele and Staffordshire Universities on knowledge sharing R&D partnerships, with Keele’s project exploring the implications of AI on the operational and commercial structure of businesses. 

The team behind faith have also launch a detailed policy for the use of AI in creative practice, governed by four principles: 

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

‘Unlimited potential’ 

Dr Colin Rigby, Director of Enterprise at Keele University’s Business School said: “We’re very excited to be working in partnership with VCCP. At KBS we’ve 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.” 

VCCP Partnership’s Chief Strategy Officer Michael Lee, who will also become CSO of faith, added: “We’re delighted to have partnerships with two of the most forward-thinking universities in the UK. Staffs is a world leader in virtual production, and Keele 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.”