Jules Love

Jules Love teaches AI Strategy at Oxford University's Saïd Business School, studied Applied Generative AI at MIT, and was named one of BIMA's 100 most influential people in digital and tech in 2025.

He's also the co-founder of Spark AI, a generative AI consultancy that has worked with more than fifty creative agencies and marketing teams since launching in 2024.

Jules brings an unusual perspective to this work. He spent fifteen years as an advertising photographer, shooting campaigns for major agencies around the world. Before that, he advised blue-chip marketing teams at Accenture. So he understands creativity, and creative businesses, from the inside—the pitches, the client relationships, the pressure to deliver—because he's lived it.

This book exists because most AI guidance is written either by technologists who don't understand creative work, or by creatives who don't fully grasp the technology. Jules sits in the middle, which is exactly where agency leaders need help right now.