King’s College London Secures AHRC Doctoral Focal Award to Expand and Diversify Creative Economy Audiences
King’s College London, in partnership with London South Bank University and the Guildhall School of Music & Drama, has received the ADAPT-AI Doctoral Focal Award from the Arts and Humanities Research Council (AHRC). This funding supports a seven-year programme to recruit and train doctoral students focused on growing and diversifying audiences within the creative economy.
About the ADAPT-AI Doctoral Focal Award
ADAPT-AI stands for Analysing and Diversifying Audience Participation with Creative Technologies & AI. Based in King’s Faculty of Arts & Humanities, the initiative combines expertise from the creative industries, digital humanities, media production, and performance practice. The AHRC Doctoral Focal Awards back emerging researchers by providing future-focused training in sectors vital to the UK’s creative economy and social wellbeing.
Over seven years, ADAPT-AI will train 20 doctoral students across four cohorts. Students will collaborate with leading cultural and digital organisations including the Barbican Centre, The National Gallery, Southbank Centre, Serpentine Galleries, Royal Shakespeare Company, and Innovate UK’s Immersive Tech Network. These partners collectively engage millions of audience members annually and are pioneers in immersive content creation.
Connecting Research, Culture, and Technology
This collaboration places doctoral students at the intersection of London’s cultural venues and advanced AI technologies. The programme enables them to develop ethical and effective methods to engage diverse audiences. This approach aims to change who participates in and leads the UK’s creative industries, addressing issues of inclusion and representation.
Professor Sarah Atkinson, Director of the ADAPT-AI Doctoral Focal Award, highlights that London’s position as a global creative hub offers students access to diverse audiences and innovative tools essential for audience research and development.
Strategic Support for Creative Economy Skills
Professor Christopher Smith, Executive Chair of the AHRC, explains that Focal Awards support strategic areas by nurturing cohorts of talented students. This initiative will help fill skills gaps and equip students with vital arts, humanities, and digital skills.
Driving Innovation and Inclusion
Professor Peter Heather, Associate Dean for Doctoral Studies at King’s Doctoral College, notes that the programme will develop digitally skilled, entrepreneurial creative thinkers. These graduates will contribute directly to innovation and growth in the UK’s creative sectors while addressing underrepresentation in both academia and industry.
Partner Perspectives: Southbank Centre
Mark Ball, Artistic Director of the Southbank Centre, emphasises the importance of exploring new digital creativity and immersive experiences to reach wider and more diverse audiences. The ADAPT-AI programme creates opportunities to evaluate the impact of cultural programmes and test emerging technologies to better understand audience engagement.
Why Creatives Should Pay Attention
For professionals in the creative industries, the ADAPT-AI programme signals a commitment to evolving audience engagement using AI and digital tools. It provides a practical model for blending artistic practice with data-driven research to foster inclusivity and innovation.
To further build your skills in AI and creative technologies, consider exploring relevant training options available at Complete AI Training. Their courses cover various AI applications that can help creatives stay competitive and informed.
Your membership also unlocks:
