Digital Catapult has announced a programme to power AI solutions for the creative industry.
The organisation, which works to promote collaboration in the digital technology field, is partnering with a number of industry supporters including the BBC and Amazon Web Services to back nine start-ups aiming to develop and bring to market new AI prototypes.
Each of the teams will receive an award of £50,000 to develop an AI solution to “optimise, enhance and augment creative production,” aimed at driving development in the UK’s creative industry.
Fictioneers, Black Goblin and The Gentleman Octopus will collaborate with the BBC to develop audio solutions including an AI powered creative assistant, a system which uses data from XR headsets to deliver personalised, immersive content and an AI-driven sound design suite to automate sound effect generation from visual content.
AWS will work with Nulight Studio, Noods Radio, Force of Habit and SuperScout on a range of new production solutions. A generative AI tool will be created to streamline film, TV and media sector workflows and an iPhone app will use AI to improve operations across location research and organisation for creative productions. User engagement will be enhanced via a tool to deliver personalised recommendations with an interactive chatbot to automate routine tasks and an AI-enabled solution will allow video game developers to track player experiences in real-time, enhancing marketing, production, quality assurance and post-release support. AWS aims to meet growing demand for personalisation through the programme.
Gritty Talent will be supported to develop a solution delivering improved recruitment and retention in the industry and Weaving Change will create an Outfit Recommendation Algorithm aiming to reduce reliance on fast fashion.
The programme follows the first MyWorld accelerator programme, delivered by Digital Catapult in collaboration with NVIDIA. MyWorld is led by the University of Bristol and funded by the UKRI Strength in Placed fund. In addition to funding, participants will receive technological support, investment readiness advice and tailored workshops. A final showcase event will take place in Bristol later this year.
Alan Archer-Boyd, lead engineer (Audio R&D) at the BBC, said, “BBC R&D is pleased to support this MyWorld Challenge. The BBC relies on a vibrant and innovative creative industry across the UK, and Bristol and the West of England is an important part of the industry. This challenge will be of great benefit to the region, and I look forward to working closely with the successful challenge entrants.”
Sarah Addezio, senior innovation partner at Digital Catapult, added, “The UK’s creative industries are a critical enabler of employment, business growth, and entertainment across the country. Supporting collaboration through the MyWorld programme between large organisations and startups has never been more important, as the sector tests and develops new trustworthy AI solutions. These solutions offer opportunities for businesses to utilise AI to improve operations, transform production processes, and solve inefficiencies, all while ensuring responsible and ethical considerations are taken into account. I’d like to congratulate the participating companies on their success in joining the programme.”
