Morten Legarth is a Creative Director at faith and VCCP London, with 18 years’ experienceat top agencies. An AI practitioner and international speaker, he holds Master’s degrees inComputer Science and Business Administration, and is a published author on behavioural economics in virtual worlds.
He has always enjoyed getting hands-on with emerging technologies. In February 2023, he sparked debate at the IPA Council with a provocative AI-generated session on the future of the industry. Over the next 18 months, he co-founded faith, the AI creative agency, and trained several diffusion models deployed for clients. His creative projects fuse tech, storytelling, and cultural impact. He helped build a player-powered football pitch in a Brazilian favela using sustainable energy tech, enabling kids to train after dark. During lockdown, he brought The O2 into Fortnite, hosting a virtual gig for over 10 million fans.
Most recently, he launched Daisy, O2’s AI scambaiting granny, covered by over 2,000 outlets—including The New York Times, Forbes, BBC, CNN, and The Guardian—and winner of five Cannes Lions in 2025: one Gold, three Silver, one Bronze.
He’s recently spoken at EACA (Brussels), Paradigm Summit (Lisbon), EASA/Effie Awards (Amsterdam), the IPA Growth Conference (London), and MadFest (London).