CCO Amrei Dizon presenting the C.R.E.A.T.E. Framework at VCS’ first Townhall Meeting at B Hotel, Quezon City

VCS hosted an AI Workshop led by our Chief Creative Officer, Amrei Dizon. The session aimed to equip the team with the knowledge and AI tools they can leverage to adapt and thrive in the evolving creative industry in the Philippines.

The workshop sparked fresh perspectives on AI’s promising potential: AI can be more than just generating texts and images. It offers support across departments, enhances our traditional processes, and challenges us to redefine creativity.

Navigating the Threats

Creative agencies are generally hesitant to fully adopt AI due to its risks. Automation, for example, may eventually threaten our roles and potentially cause us to lose our jobs.

As AI tools become more affordable and accessible, especially for enterprises and MSMEs, more players are entering the market, intensifying competition in content creation, visual design, and video production, which are no longer exclusive to creative professionals.

Creativity retrieved from a database also comes with the risk of repetition. With more brands integrating generative AI to create content, write copies, and produce images and videos, brands will eventually look and sound the same and ultimately lose their authenticity. If not used thoughtfully, AI-generated content can result in formulaic work that lacks the emotional depth and originality that make campaigns truly resonate.

But this is precisely where VCS takes a different approach. Instead of seeing AI as threats, we see these challenges as opportunities to redefine our processes. We recognize that while AI can streamline repetitive tasks, it cannot replace the human elements of storytelling, emotion, and nuance.

The challenge is ensuring AI complements our expertise instead of diminishing it. With responsible AI integration, we can amplify our capabilities while maintaining our creative standards and personal touch that resonates with the audience.

VCS’ AI-Driven Strategy

At VCS, we actively train our teams to integrate AI responsibly. Through ongoing knowledge sharing and discussions, we equip our creatives with the skills to use AI without sacrificing the art of our creative process.

During the workshop session, the team explored AI tools to optimize workflows and enhance creative output:

Associate Creative Director for Copy, Kat, tested ChatGPT, Perplexity, Copilot, Claude, and Gemini to refine an AVP’s script, integrating AI-driven narrative structuring, visual direction, and voiceover suggestions to streamline production.

Finance and HR Director, TJ, leveraged AI for efficiency in corporate communication, where she used ChatGPT to draft a memo on employee benefits and highlighted its value in handling time-sensitive tasks.

While Multimedia Production Supervisor, Al, utilized multiple AI platforms to conceptualize a high-engagement 30-second video on AI life hacks for video editors.

Beyond content creation, the team applied AI tools to business strategies such as generating Customer Persona Insights, Business Names, Logos, and even prototype websites for their invented brands. These hands-on exercises reinforced AI’s role in boosting efficiency, refining creative strategies, and stimulating innovation across departments.

Introducing the C.R.E.A.T.E. Framework

Our CCO, Amrei Dizon, has also led AI training sessions across various industries, from MSMEs and corporations to organizations throughout Metro Manila. These include the sales team at Newport World Resorts, MSMEs at Glorietta under the International Council for Small Businesses, and professionals at the Philippine Chamber of Commerce and Industry–Quezon City.

VCS’ AI strategy is rooted in our C.R.E.A.T.E. Framework, a structured approach that ensures AI integration aligns with our core values and creative principles:

C – Collaboration for Inclusivity and Growth

AI is best viewed as a creative partner alongside diverse minds and data-driven insights. The team uses advanced technology and human creativity as complementary aspects that generate innovation benefiting both businesses and communities.

R – Resilient Leadership

Continuous learning and bold thinking drive our approach to AI. Through mentorship and ethical guidance, we empower the next generation of creatives to harness AI responsibly.

E – Empathy as the Foundation

While AI can process vast amounts of data, it lacks the human ability to empathize. Our team ensures AI applications remain meaningful, creating solutions that resonate with real people.

A – AI as a Force Multiplier

When utilized ethically, it enhances productivity and insight while preserving the human spark that sets true creativity apart.

T – Technology with Purpose

We believe in adopting AI with intention and purpose, not just for quick gains, but for long-term, sustainable impact that drives meaningful progress.

E – Evolving with Agility

Change is constant. VCS remains flexible, merges established wisdom with emerging trends, and stays aligned with real-world insights.

Our practice of exploring and testing various AI tools has led the team to a shared insight: AI helps make the work faster and more efficient, not ultimately replace it.

A Challenge to Push Boundaries

The real challenge for advertising agencies today is not just keeping up with AI but using it to sharpen and elevate creativity. As AI becomes more complex, so too must our ability to craft unique, human-centered narratives.

It demands a continuous refining of skills, an openness to experimentation, and a deep understanding of what truly resonates with audiences. As an AI-integrated creative agency, we embrace this challenge, positioning AI as a partner to ensure every campaign we produce adapts and connects with our evolving market.

Ready to future-proof your business with AI-driven creativity? Contact VCS today to learn more about our workshops and services.

Why Creative Agencies Must Adapt: Lessons from VCS’s AI Workshop

Navigating the Threats

VCS’ AI-Driven Strategy

Introducing the C.R.E.A.T.E. Framework

A Challenge to Push Boundaries