How CREATECH is reshaping the creative industries

Abstract

Since OpenAI released its service ChatGPT in 2022, interest in generative artificial intelligence (AI) in the Creative Industries has surged. However, research from the University for the Creative Arts (UCA) shows that AI is only one of several disruptive Industry 4.0 technologies infusing the sector. Companies such as Engineered Arts, who create humanoid robots for events, and MoveAI, who make 3D motion capture and real-time animation simpler, are examples of innovative businesses identified as Createch. During 2023, spokespeople for the Creative industries, such as Sir Peter Bazalgette, Co-Chair, Creative Industries Council, have acknowledged the growing significance of Createch. Createch businesses bring creative and commercial opportunities. They also bring social and environmental harms (e.g., the carbon footprint from training and tuning machine learning models). A UCA survey conducted in 2022 shows these companies are often immature in terms of sustainability thoughts and action. Although 77% of Createchs in the survey said that sustainability is core to their strategy, only 5% have a sustainability policy. The research also shows that Createch businesses do not recognise the full impact of on their value chains and the behaviour of audiences and users. For example, Virtual Reality extends the reach of a live performance, but it can also generate increased electronic waste as users upgrade to the latest device. In interviews, Createch founders identified a lack of relevant, practical information for them despite the availability of guides for the Creative Industry (e.g., the Green Theatre Guide). Founders mentioned areas such as strategies for decarbonising AI models, and responsible and ethical use of AI as important gaps. In September 2023, UCA launched a free online tool aimed at Createch founders and CEOs to close these gaps, as well as enabling business leaders to benchmark their sustainability maturity using a tailored ZBIA maturity matrix (Zero, Basic, Intermediate, Advanced)