AI is changing how stories are written, films are made, images are generated, cultural heritage is shared and creative labour is governed. At AIRI, our creative industries research brings together practical experimentation with critical, historical and policy-led enquiry.
Our work asks how AI can support human creativity, open up new production workflows, and help cultural organisations, researchers and industry partners respond to the opportunities and challenges of generative AI.
AI filmmaking and screen production
Researchers are exploring how AI-generated content can be used in film, animation, virtual production and audiovisual storytelling. Current work includes AI-assisted short film projects, AIGC filmmaking workshops, student-facing production activity and research into the integration of AI and virtual production workflows.
This work is practice-led. It tests emerging tools through creative production, documenting what AI can do well, where it still struggles, and what new skills are needed by filmmakers, students and creative professionals.
AI, screenwriting and creative authorship
Our researchers are investigating how AI is changing screenwriting, story development and creative decision-making. This includes work on AI-assisted plotting, scene writing, prompt engineering, co-creation and the continuing role of human judgement in the writing process.
Rather than treating AI as a replacement for writers, this research explores how screenwriters interact with AI tools as research assistants, collaborators, editors, critical friends and creative provocations.
AI, cultural heritage and digital storytelling
AIRI supports research into the use of AI and creative technologies in cultural heritage, digital storytelling, archives, museums and community participation.
This includes work on generative AI and intangible cultural heritage, as well as wider research into how digital tools can help cultural partners make, map and mobilise memory in new ways.
AI governance, copyright and creative labour
Creative AI raises urgent questions about authorship, ownership, training data, platform responsibility, copyright, creative labour and the protection of artists’ rights.
Our researchers are examining these issues across China and international contexts, helping to build the legal, ethical and policy understanding needed for responsible innovation in the creative industries.
Working with partners
AIRI welcomes collaboration with cultural organisations, creative businesses, researchers, policymakers, festivals, museums, archives and industry partners interested in the future of AI and the creative industries.
We are especially interested in partnerships that connect creative experimentation with responsible innovation, practical skills development, cultural value and new forms of public engagement.