London South Bank University (LSBU) is proud to announce it's working in partnership with King’s College London and Guildhall School of Music & Drama following a AHRC Doctoral Focal Award which supports world class doctoral training.
The consortium will share the delivery of an exciting new initiative called ‘ADAPT-AI’ to grow and diversify audiences in the creative economy.
The ADAPT-AI: Analysing and Diversifying Audience Participation with Creative Technologies & AI, Doctoral Focal Award combines research expertise in the creative industries, digital humanities, media production, and performance practice. The programme has been awarded funding to train twenty students across four cohorts over seven years.
Patrick Callaghan, Professor of Mental Health Science & Academic Lead, LSBU Doctoral College said:
"This is an outstanding achievement for LSBU and its partners. Being part of a prestigious Doctoral Training Centre will open up exciting opportunities for our PhD students, as we continue to develop the next generation of research leaders."
The inaugural ADAPT-AI programme will collaborate with a diverse group of partners including Barbican Centre, 180 Studios, The National Gallery, Southbank Centre, Serpentine Galleries, Vive Arts, Outernet, B3 Media, Target 3D, Innovative UK Immersive Tech Network, who together are drawing millions of audience members annually and leading in immersive content creation in the UK.
Professor Sarah Atkinson, Director ADAPT-AI Doctoral Focal Award, King’s College London said:
"The ADAPT-AI consortium is thrilled to be working with these extraordinary cultural venues and cutting-edge creative digital partners to tackle the urgent challenge of growing and diversifying audiences in our rapidly evolving creative economy. This unprecedented partnership positions our doctoral students at the heart of London's cultural landscape with access to millions of visitors and cutting-edge AI technologies, enabling them to critically develop ethical methods of audience engagement that will transform who participates in and who leads the UK's creative industries."
The London-focused research will leverage the city's position as a global hub for creative industries and cultural innovation. Our industry partners' London-based facilities and audiences will offer students access to cutting-edge technologies and diverse user groups, essential for comprehensive audience research and development.
By developing expertise, innovating engagement methods, and fostering industry-academia collaboration, ADAPT-AI will empower the next generation of leaders to shape the future of arts, entertainment, and media landscapes.
The programme is expected to start in September 2026 and will led by Prof Elena Marchevska and Prof Geoff Cox at LSBU.
The Arts and Humanities Research Council (AHRC) Doctoral Focal Awards champion the next generation of researchers, offering future-facing training in areas vital to the UK’s creative economy and societal wellbeing.
Read more about the AHRC Doctoral Focal Awards
Image credit: La Palette de Van Gogh Musee Orsay Image: Unframed Collection courtesy VIVE Arts
