The interplay between cosmic gas accretion on to galaxies and galaxy mergers drives the observed morphological diversity of galaxies. By comparing the state-of-the-art hydrodynamical cosmological simulations HORIZON-AGN and HORIZON-NOAGN, we unambiguously identify the critical role of active galactic nuclei (AGN) in setting up the correct galaxy morphology for the massive end of the population. With AGN feedback, typical kinematic and morpho-metric properties of galaxy populations as well as the galaxy-halo mass relation are in much better agreement with observations. Only AGN feedback allows massive galaxies at the centre of groups and clusters to become ellipticals, while without AGN feedback those galaxies reform discs. It is the merger-enhanced AGN activity that is able to freeze the morphological type of the post-merger remnant by durably quenching its quiescent star formation. Hence morphology is shown to be driven not only by mass but also by the nature of cosmic accretion: at constant galaxy mass, ellipticals are galaxies that are mainly assembled through mergers, while discs are preferentially built from the in situ star formation fed by smooth cosmic gas infall.