Brandtech Launches Centre for Creative AI at UCL and Royal College of Art
The Brandtech Group is backing the new Centre for Creative AI (CCAI), set to open this autumn at University College London (UCL) and the Royal College of Art. The centre will serve as a platform to explore breakthroughs in the creative industries, focusing on how generative AI (GAI) can transform creative processes.
Advertising is highlighted as an early area where culture, commerce, and innovation intersect. Instead of just viewing GAI as a tool for streamlining marketing tasks, the CCAI aims to inspire fresh ideas and new creative approaches that go beyond traditional communications. Its scope covers the full marketing spectrum, including product design and immersive brand experiences.
Bridging Academia and Industry
The CCAI brings together academic expertise and industry experience to explore the role of generative AI in media, fashion, entertainment, and design. Several key organizations have partnered with the centre. For example, Diageo uses AI extensively in marketing and sees this collaboration as a chance to push creative thinking beyond productivity and deepen consumer connections.
- Diageo
- Unilever
- Snap
- Runway
- Cooley
These founding supporters aim to develop commercially viable creative projects while leveraging the innovation potential of students and alumni from leading universities.
Leadership and Vision
Alex Mahon, the outgoing CEO of Channel 4, will chair the centre. Channel 4 is a publicly owned, commercially funded public service media organization. The centre’s mission is to set priorities, identify opportunities, and encourage projects that connect companies with creative talent from universities.
This collaboration seeks to foster a diverse range of challenges and thought leadership, supporting learning and development to deepen insight into AI’s applications across creative fields.
Academic Foundations
The Centre will draw on resources from the UCL Centre for AI and UCL Arts and Sciences, while also engaging students from the Royal College of Art, who work at the intersection of arts, science, AI, and creativity. UCL has been a leader in AI research, recently recognized with two Nobel Prizes for its contributions.
For creatives interested in expanding their AI skills and exploring how AI tools can enhance their work, resources and courses are available at Complete AI Training.
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