Amplifying Capabilities: Artificial Intelligence and innovative Technology in the Creative Sphere
UK's Creative PEC Submits Recommendations for AI and Creative Tech Sector Growth
The Creative Industries Policy and Evidence Centre (Creative PEC) has submitted a response to the UK Government's inquiry examining the challenges facing Small and Medium Enterprises (SMEs) seeking to scale up in the UK, specifically those working in Artificial Intelligence (AI) and creative technology.
The submission, titled "Scaling Up: AI and Creative Tech Submission for the Communications and Digital Committee," can be downloaded at this link: Creative Industries Policy and Evidence Centre (2025) Scaling Up: AI and Creative Tech Submission for the Communications and Digital Committee. Creative PEC. doi: 10.5281/zenodo.16736971.
Emily Hopkins, a Policy Adviser at Creative PEC, is the lead author of the submission. For further information about the submission, please contact Emily Hopkins at emily.hopkins@our website.
The submission provides recommendations for the UK Government and industry on how to support the growth of SMEs working in AI and creative technology over the next 5 years. The inquiry's focus was on identifying actions needed from Government and industry over the next 5 years to maximize the economic potential of these sectors and secure competitive advantage.
Creative PEC's submission recommends maximizing the economic potential of AI and creative technology sectors in the UK through principles centered on responsible, inclusive, transparent, and sustainable AI design. Specifically, they propose four core pillars for “Good AI” in the creative industries:
- Inclusive by Design: Involving diverse stakeholders throughout AI system design and deployment, especially centering creative workers and underrepresented voices. This approach aims to preserve cultural diversity and democratic participation, avoiding reduction of complexity to dominant Western perspectives.
- Human-Centered Use: Ensuring AI tools support creative professionals rather than replace or undermine authorship, fostering empowerment and ethical collaboration.
- Transparent and Accountable AI: Embedding transparency in AI operations and governance, with clear accountability mechanisms to build trust within the creative sector.
- Sustainable by Design: Developing AI technologies considering long-term environmental and social sustainability aligned with broader green transitions in media and production sectors.
Additional policy actions indicated by Creative PEC include:
- Agile Governance Frameworks: Adaptive regulation that evolves with political, cultural, and technical changes, capable of embedding pluralism and rights-based inclusion, especially given international shifts in AI policies like US Executive Orders diminishing equity considerations.
- Supporting Collaborative Research Networks: Creative PEC has also funded Small Network Grants (e.g., on AI, digital production, sustainability) to foster cross-disciplinary knowledge exchange and policy-oriented research to strengthen the sector.
These recommendations collectively emphasize designing AI not merely as a technological tool but as a socio-culturally sensitive enabler that enhances rather than replaces human creativity, and that embeds diversity, ethics, transparency, and sustainability at its core to fully unlock economic benefits over the next 5 years in the UK creative industries.
Image Credit: Elise Racine from Morning View, licensed by CC-BY 4.0.
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