Academics, industry and the arts unite on new initiative to pioneer AI applications across the creative industries
The Centre for Creative AI launches this autumn and is bringing together multiple stakeholders to explore creative AI applications.
London 21, July 2025: World-renowned researchers from University College London (UCL) and the Royal College of Art (RCA) are launching a new Centre for Creative AI, which will bring together academia and industry to pioneer creative AI applications across entertainment, media, fashion, music and art.
The Centre has been created in partnership with The Brandtech Group, the leading generative AI marketing group, and will be chaired by Alex Mahon, the outgoing Channel 4 CEO.
The initiative is supported by brands and technology companies including Diageo, Unilever, Runway, Snap, leading AI law firm Cooley and the Design Museum.
While AI applications in the creative sector are exploding in 2025, there are few forums to open up new creative possibilities in a credible and inspiring way. The Centre will set the agenda, shine a light on opportunities and catalyse the creation of commercially-viable and exciting projects.
The Centre will connect companies with the innovation capacity of the student and alumni bodies of leading universities, stimulating a diverse range of inspired challenges, thought leadership, and learning and development to build a deeper understanding of the application and impact of AI across creative disciplines.
The new Centre will draw on The UCL Centre for AI, UCL Arts and Sciences, and will also access The Royal College of Art students championing the intersection of arts and science, AI and creativity. UCL, which recently got two Nobel Prizes for its work in AI, has long been at the forefront of the AI revolution.
The Centre will be led by an advisory council made up of business leaders, university leaders and research funders, and will be administered by a board of directors, chaired by Alex Mahon. All profits made by the Centre will be used to support its core mission.
Brandtech Group Founder and CEO David Jones says: “Gen AI is sparking the greatest creative revolution in history, in my opinion. It’s not a matter of ‘if’ AI will be more creative than humans, it’s just when. What a lot of people don’t realise is Gen AI is not a ‘tool’, it’s an intelligence and it will augment human creativity to incredible levels, shaping completely new forms of creativity. We are delighted to have been involved in the CCAI’s inception.”
Centre for Creative AI chair Alex Mahon said: “Gen AI is a powerful new frontier for creativity, but its true potential lies in how we choose to use it. With curiosity, integrity and imagination, we can shape tools that don’t replace artists, but empower them. This is a moment for the UK to lead, blending emerging technology with our world-renowned creative spirit.”
Professor of Design Computing, Sean Hanna, from the UCL Bartlett School of Architecture said: “Creative AI is already beginning to transform design, fashion and architecture. We are at a pivotal moment, where the access and scope of the technology may be beyond most users’ understanding of what it can do, so figuring out what’s possible via highly talented students is exactly what is needed to advance the area.”