Guy Soulsby appointed CCO at Made by Humans

Pioneering AI-driven production studio Made by Humans has announced the promotion of Guy Soulsby to Chief Creative Officer.

Soulsby steps into the role following his pivotal contribution to shaping and scaling the studio’s AI-led creative offering as Creative Director and co-founder. In his new role as Chief Creative Officer, he will act as the bridge between clients’ wildest creative ideas and the AI technology needed to realise them. Soulsby will lead cross-disciplinary teams to find the sweet spot where AI meets craft, ensuring the tools are always working for the story, never the other way around.

Soulsby’s background as a live-action director has enabled him to see both sides of the creative coin. He views generative AI not as a shortcut, but as a new playground; one that unlocks endless creative possibilities while driving the industry debate towards the future of storytelling. With AI now a permanent fixture in his toolkit, Soulsby is focused on how evolving technologies can be harnessed to inspire emotionally resonant work while preserving human creative integrity.

His goal is to expand the studio’s creative reach and champion responsible creative innovation, ensuring every project feels alive and guided by a human touch.

Toby Walsham, Founder of Made by Humans, comments, “Guy’s appointment to Chief Creative Officer comes as a natural next step in recognising the pivotal role he has played in the growth and success of our studio. Guy operates as so much more than a Creative Director. His curiosity, creative rigour, and leadership have helped define how we harness AI to make work that feels alive, meaningful, and deeply human. As we scale our AI offering, Guy’s unique blend of craft and technological insight will be central to shaping the future of Made by Humans.”

Launched in 2024, Made by Humans represents over 20 AI directors and artists. Collaborating with its sister studio and traditional production company Imagine This Creative Studio, it has quickly become one of the world’s leading AI production studios, creating work for Shopify, Autotrader and T-Mobile. Through continued investment in its creative leadership, the company aims to solidify its position as a world leader in the creative AI space and set a creative benchmark for what brands can achieve with emerging technology.