Opportunity Overview
The UK's globally leading creative economy is rapidly evolving, driven by advancements in immersive technologies and artificial intelligence (AI). Despite significant investment in creative R&D and lab infrastructure, two critical gaps hinder future growth: a skills gap in leveraging new technologies for audience engagement, and a diversity gap in both workforce and audience composition.
Recent research underscores "a huge potential audience [...] currently attracting the smallest proportions of the population" (PEC, 2024: 5), highlighting the urgent need for innovative approaches to audience research and development. It also reveals that "the make-up of the workforce inform[s] the kind of work that is made, thereby likely affecting the composition of audiences" (Ibid.). This cyclical relationship between workforce and audience diversity presents both a challenge and an opportunity for the sector's growth and sustainability.
Positioned in the AHRC 'Creative Economy' priority area ADAPT-AI addresses these interconnected gaps by training the next generation of diverse creative sector leaders as experts in analysing and diversifying audience participation in immersive experiences. This adaptive approach will harness UK creative intellectual property while addressing underrepresentation in both the doctoral community and creative sector workforce, combining AI and creative technologies as key tools for innovation.
Our interdisciplinary training programme addresses the pressing needs for innovative methods to understand and engage diverse audiences, advanced digital skills, creative thinking, and entrepreneurial mindsets. ADAPT-AI will transcend traditional audience studies and reception analysis. While studying audience trends at an unprecedented scale, our ambitious vision is to identify, create, and shape audiences for emerging creative technologies.
ADAPT-AI will develop a diverse cohort of experts proficient in using creative technologies...
Recent research underscores "a huge potential audience [...] currently attracting the smallest proportions of the population" (PEC, 2024: 5), highlighting the urgent need for innovative approaches to audience research and development. It also reveals that "the make-up of the workforce inform[s] the kind of work that is made, thereby likely affecting the composition of audiences" (Ibid.). This cyclical relationship between workforce and audience diversity presents both a challenge and an opportunity for the sector's growth and sustainability.
Positioned in the AHRC 'Creative Economy' priority area ADAPT-AI addresses these interconnected gaps by training the next generation of diverse creative sector leaders as experts in analysing and diversifying audience participation in immersive experiences. This adaptive approach will harness UK creative intellectual property while addressing underrepresentation in both the doctoral community and creative sector workforce, combining AI and creative technologies as key tools for innovation.
Our interdisciplinary training programme addresses the pressing needs for innovative methods to understand and engage diverse audiences, advanced digital skills, creative thinking, and entrepreneurial mindsets. ADAPT-AI will transcend traditional audience studies and reception analysis. While studying audience trends at an unprecedented scale, our ambitious vision is to identify, create, and shape audiences for emerging creative technologies.
ADAPT-AI will develop a diverse cohort of experts proficient in using creative technologies...
This is one of 1,833 active United Kingdom Research Development opportunities most of your competitors will never see.
Your competitors are watching the same crowded contracts everyone else is. Track this opportunity and every one like it worldwide, set deadline alerts, and win where they aren’t. Free for 14 days, no card.
Start FreeSolicitation Details
| Issuing agency | AHRC |
|---|---|
| Country | United Kingdom |
| Category | Research Development |
| Procurement stage | Active solicitation |
| Response due | September 29, 2030 |
| Status | Open — accepting responses |
| Official source | View original notice |
| Last verified | August 10, 2026 |
Source: UK Research and Innovation (UKRI) — Open Government Licence v3.0.
Related Opportunities in United Kingdom
See every United Kingdom Research Development opportunity your competition is missing. Free for 14 days.
Get real-time alerts, competitive intelligence, and deadline tracking for this and every market worldwide.
Start Free Trial — No Card RequiredFree 14-day trial · no card required
See who is already competing here →Get a free United Kingdom Research Development intelligence report in your inbox
A personalized report on United Kingdom Research Development opportunities, emailed in 5-10 minutes. One per month, no account needed.