New AI-Powered Marketing Platform ‘Goose’ to Launch in 2026
A fresh AI marketing platform called Goose is set to support heritage organisations by filling a critical skills gap in marketing. Developed through a collaboration between the Arts Marketing Association (AMA) and digital agency Make Sense Of It, Goose aims to provide tailored AI guidance based on the collective expertise of heritage professionals.
Backed by a £249,951 grant from the National Lottery Heritage Fund, the platform will enter a beta phase this autumn, inviting heritage organisations to help shape its features. The full launch is planned for early 2026.
Closing the Marketing Skills Gap in Heritage
Goose is not a generic AI tool. Instead, it’s being co-created with input from the heritage sector to ensure the advice it offers directly addresses the specific marketing challenges faced by heritage sites of all sizes.
Cath Hume, CEO of AMA, highlights the platform’s goal to “democratise knowledge,” giving smaller, grassroots heritage sites access to the same marketing support that large institutions typically enjoy. This levels the playing field for organisations regardless of their size or budget.
By acting as a 24/7 virtual mentor and coach, Goose will help heritage teams increase their marketing capacity, expand audiences, and improve engagement with the UK’s rich cultural heritage.
Practical Support for Busy Marketing Teams
Edd Baldry, co-founder of Make Sense Of It, points out how quickly marketing is evolving and how difficult it is for smaller organisations to keep pace. Goose aims to reduce the pressure on overstretched teams by providing practical, AI-driven assistance that translates passion into effective audience development.
Get Involved with Beta Testing and Co-Design
The project is guided by a steering group featuring experts like Trish Thomas, head of digital innovation at London Museum, and Daniel Rowles, CEO of Target Internet and senior lecturer at Imperial College. Their experience ensures Goose remains relevant and actionable for heritage marketers.
Heritage organisations interested in contributing to the co-design process or participating in beta testing are encouraged to get in touch with Goose’s Innovation Lead, Carol Jones, at carol@a-m-a.co.uk.
Further Resources for Marketers Interested in AI
These resources can help marketing professionals build AI skills that complement tools like Goose, improving performance and audience engagement across sectors.
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