Anthony Diver, the co-founder of agencies including Mosquito and AgencyNXD and former Chief Creative Officer of CTI Digital, has launched a new AI consultancy.
NAITIV, he explained is a growth consultancy for brands to “accelerate GTM and market position” and that it had a single, major KPI: “how quickly we’re no longer needed is our benchmark of success.”
He describes the consultancy as “fractional Chief Creative Officer, CMO, CPO and CTO rolled into one.”
A Non Executive Advisor himself, at AgencyNXD (which he co-founded), he explained that NAITIV was born out of whether the “fixture” of recruiting senior advisors had become redundant.
“Exited founders, retired directors, experienced operators offering counsel from the vantage point of a long career. That model has genuine value. But it has a problem it can no longer ignore. Experience of future-technology and how it fuses with creative communication and ultimately; human connection.”
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He believes that AI has not just changed the tool, but changed what an advisor looks like:
“The businesses that pull away over the next few months will be the ones who invested in their people as seriously as their platforms,” he stated.
“AI raises the calibre of what is possible. But only if the team understands how to orchestrate it, shape it, and make the judgement calls that no model can make for them. That is the role of the tastemaker. And it is entirely learnable with the right guidance.”
He said that the architecture was based on agentic and small models alongside cloud platforms “to deliver significant productivity gains while cutting AI running costs. As the leading AI systems quietly raise prices and tighten token usage, that discipline is no longer optional for some organisations.”
During his last 30 years at agencies across the North, Diver has worked on the BBC’s first iPhone app and “helped Auto Trader turn off its printing press.”
NAITIV launches with clients including Swizzels and Capital & Centric.
