Revolutionizing Content Marketing: How Vice’s Virtue Empowers Creativity with AI
In the fast-paced world of content marketing, Vice Media’s creative agency Virtue is redefining the playbook by integrating artificial intelligence (AI) into its core operations. Under the vision of Chris Garbutt, the Chief Creative Officer at Vice and President of Virtue, AI is becoming an essential part of the workflow—transforming not just how teams strategize and produce content but also how they interact with culture.
AI: A Partner, Not a Replacement
Gone are the days when AI was merely a buzzword. At Virtue, AI is not a standalone gimmick but a critical enabler. As Garbutt explains, “What was intuition before at Vice and Virtue is now becoming more measurable.” This means using AI to glean insights and guide creative strategies, enabling teams to navigate cultural landscapes effectively.
Augmentation Over Automation
This innovative approach emphasizes insight rather than automation. AI tools are enhancing the work of strategists and creators, allowing them to track cultural trends and refine their output without losing the human touch. Garbutt asserts that AI plays an indispensable role in both strategic planning and production, revolutionizing how Virtue creates value for brands.
Reimagining Team Structures for the Future
The impact of AI extends beyond technology; it’s reshaping hiring practices as well. Garbutt actively seeks creatives who thrive in AI-driven environments, stating, “I want creatives who are immersed in AI.” With the agency acquiring two studios and another production company, the focus is on training teams to leverage AI tools in tandem with traditional production methods.
Hybrid Roles: The Future of Creative Jobs
The burgeoning influence of AI raises critical questions: Do creatives need to become hybrid directors? Can everyone embrace storytelling through AI? Garbutt has a bold vision—“All of a sudden, everybody can direct. Everybody can storyteller.”
Client Relationships in the Age of AI
Despite the buzz surrounding AI, clients remain cautious. Garbutt notes that conversations frequently center on concerns around copyright, transparency, and reputational risk rather than on hastening AI adoption.
Efficiency is Key
Clients are pushing for efficiency, cost savings, and process improvements rather than a wholesale shift to AI. In response, Virtue is developing a distributed network of independent AI studios, complementing its traditional capabilities without attempting to own all innovations in-house. “We’re going with an inside–outside model,” Garbutt explains, acknowledging the benefits of collaboration.
Cultural Relevance as a Growth Strategy
Virtue’s commitment isn’t just to technology—it’s a steadfast dedication to culture. Garbutt emphasizes that the economy has shifted from purely market-driven to culture-centric. Understanding this cultural shift is essential for brands aiming to achieve commercial success.
Tracking Cultural Forces
AI tools at Virtue allow teams to quantify and track emerging cultural dynamics. Using advanced language processing and proprietary data, strategists can dive deep into community shifts and identify where brands hold untapped equity. Garbutt believes that the key to effective cultural marketing is aligning with existing cultural energy: “Attach yourself to an existing energy in culture and use that as leverage.”
Spotting Emerging Trends
Virtue is committed to staying ahead of the curve by closely monitoring trends, such as the rise of “new traditionalism” among younger generations in the U.S. Garbutt observes, “We’re seeing a generation that’s more conservative than their parents were,” pointing to cultural shifts such as trad wives, homesteaders, and hustle bros.
Entertainment as a Vehicle for Connection
In response to these evolving dynamics, Vice Media is pivoting towards entertainment, acknowledging that the lines between content and commerce are rapidly fading. Garbutt states, “We don’t own the attention economy anymore. That belongs to culture.” The focus now is building marketing initiatives that feel less like ads and more like cultural contributions.
As Garbutt puts it, “It’s a really exciting time.” The fusion of AI, technology, and culture is opening new avenues for brands, allowing them to engage authentically and meaningfully with their audiences.
By embedding AI into its DNA while maintaining a culture-first approach, Virtue is not just adapting to the new landscape; it’s shaping it—offering valuable insights that drive engagement and foster connection in an ever-evolving marketplace. Want to learn more about creative strategies that blend technology with cultural insights? Check out The Drum for more in-depth analysis and updates!
