R/GA is continuing to push deeper into AI-driven creative innovation with the appointment of Vanessa Lai as Group Creative Director, Intelligent Systems, a newly created role designed to help define how emerging technology powers the agency’s work.
Lai joins from Monks, where she most recently served as Group Innovation Director, leading efforts around agentic systems, AI workflows, and immersive storytelling that blended physical, digital, and virtual experiences.
At R/GA, Lai will act as a connective force across teams, partnering closely with Addition, the AI system design and development studio acquired earlier this year, as well as the agency’s Global AI Products team. Together, they will experiment with new tools, workflows, and creative blueprints aimed at unlocking faster, smarter, and more imaginative ways of working across the agency.
Reporting to Chair and Global Chief Creative Officer Tiffany Rolfe, Lai is expected to play a key role in accelerating AI enablement throughout the company as R/GA continues its evolution into an AI-first creative innovation firm following its return to independence with the support of Truelink Capital.
Rolfe praised Lai’s rare combination of creativity, technical fluency, and systems thinking, noting that the future of creativity lies in designing intelligent systems that help brands move beyond simply making things to building systems that generate ideas.
“Vanessa brings the rare blend of creativity, technical fluency, and systems thinking that’s needed today. We see the future of creativity is about designing intelligent systems for brands which means we’ll go from just ‘making things’ to ‘making things that make things’, and Vanessa brings the kind of leadership that accelerates that shift. We’re thrilled she’s chosen to build that future with R/GA.”
“As intelligent tools reshape the creative process, this calls for new ways of working that give human imagination more reach, more depth, and the space to evolve with intention. R/GA has always pushed the boundaries of creativity and technology, and I’m so excited to help shape how we build what comes next and unlock the full potential of this emerging tech for our clients” noted Lai.
Reel 360 News congratulates Vanessa Lai on the new role and looks forward to seeing how she helps shape the next chapter of intelligent, human-centered creative work at R/GA.
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