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Research & Reports

Insight, analysis, and evidence shaping the future of AI across the UK’s media and creative industries.

Responsible AI Practice
Guidance and evidence on ethical, transparent, and human-centred AI adoption in creative and media workflows.
Workforce, Skills & Talent
Research on how AI is reshaping roles, skills, leadership, and the future of work across media and creativity.
Creative Workflows & Innovation
Insight into emerging tools, production methods, and creative processes powered by AI.
Policy, Governance & Rights
Analysis of regulation, governance models, attribution, and the evolving rights landscape.

The AI in Media Institute publishes independent research exploring the impact of artificial intelligence on creativity, journalism, media production, culture, talent, and the wider creative economy.
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Our reports support industry leaders, policymakers, educators, and creators in navigating a rapidly evolving landscape.

Featured rerport

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INDUSTRY REPORT

The Future of Talent: How AI is Redefining Leadership, Creativity, and Work in Advertising and the Creative Industries

This landmark study examines how AI is reshaping talent models, team structures, creative workflows, leadership roles, and the future of work across advertising, marketing, and creative industries. Drawing on interviews, sector data, and analysis, the report provides a forward-looking blueprint for organisations preparing for AI-transformed workforces.

Upcoming Research

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AI and Creative Production Workflows

We’re building a member-led home for creatives, agencies & educators navigating the future of media in the age of AI.

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Trust, Attribution & Synthetic Media

Exploring how audiences and organisations navigate authenticity and transparency in the age of AI-generated content.

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AI Policy & Governance in the Creative Economy

A review of regulatory developments and their impact on UK media, culture, and creative businesses.

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Audience Behaviour & Cultural Participation in the Age of AI

A research study exploring how AI is influencing audience expectations, media consumption habits, trust in content, cultural participation, and the discovery of creative work.