At Sum Vivas, we’ve seen firsthand how AI is revolutionizing the way businesses engage with their audiences. From transforming customer experiences through digital humans to reshaping the creative industry, AI is no longer just a novelty—it’s a necessity
Recently, our Chief Creative Officer and Co-Founder, Denise Harris, joined industry leaders at Prolific North’s event, Demystifying the Myths and Risks as an Agency Using AI, to discuss how agencies can embrace AI while balancing innovation with responsibility. The event, hosted in Manchester, explored the opportunities AI presents, as well as the ethical considerations and risks businesses must navigate.
AI Has Changed Everything
The discussion made one thing clear: AI is redefining industries at every level. While some see it as just an automation tool, forward-thinking businesses are using AI to drive strategic decision-making and enhance creativity.
At Sum Vivas, we integrate AI into digital humans, allowing brands to create interactive, human-like experiences that go beyond automation. Whether in airports, shopping centers, or customer service, AI-driven interactions provide businesses with valuable insights, enabling them to be more strategic and responsive.
Denise highlighted how AI isn’t about replacing human creativity—it’s about amplifying it. By automating repetitive tasks, AI frees up creative teams to focus on innovation. The key is striking the right balance: leveraging AI’s efficiency while ensuring human expertise remains at the core of storytelling and engagement.
The Ethical and Creative Challenges of AI
As AI becomes more integrated into agency workflows, ethical concerns continue to grow. One major challenge is the potential misuse of AI-generated content, from voice cloning to deepfake technology.
Denise cautioned that some agencies are already using AI to replicate voices without proper consent, making it harder to monitor ethical boundaries. At Sum Vivas, we prioritize transparency and ensure that digital human interactions are built with clear ethical guidelines. We work with well-known figures in the music industry who want to create digital versions of themselves, ensuring their likeness and voice are used responsibly and with full control over their audience interactions.
AI as a Tool, Not a Replacement
While AI can significantly enhance efficiency, it’s important to recognize its limitations. The creative process still requires human ingenuity, emotional intelligence, and strategic thinking. AI can assist in generating ideas and scaling content creation, but it’s the human touch that makes content truly resonate.
During the discussion, panelists emphasized that agencies must ensure AI is an input, not an output. It’s a tool to enhance creativity—not a replacement for the people who bring ideas to life. This perspective aligns with how we at Sum Vivas approach AI: as a powerful tool that enables deeper, more meaningful connections between brands and their audiences.
The Future of AI in Agencies
One of the most debated topics at the event was whether AI will replace jobs. While AI will undoubtedly reshape roles, it’s more about evolution than elimination. As Denise pointed out, companies that embrace AI to streamline operations will allow their teams to focus on higher-value work.
However, there’s still a knowledge gap. Many graduates entering the workforce today haven’t been trained in AI tools and may even view AI as “cheating.” Over the next few years, businesses will need to bridge this gap by encouraging learning, transparency, and experimentation. AI shouldn’t be seen as a threat—it should be embraced as an opportunity to enhance human potential.
Final Thoughts
The key takeaway from the discussion? AI is here to stay, but how we use it matters. Agencies must remain transparent, ethical, and strategic in their approach. At Sum Vivas, we’re committed to developing AI-driven solutions that enhance human experiences rather than replace them.