Project description
Sustainable use of AI for the creative sector
Recent advancements in AI and large language models have led to many new solutions and applications. However, there has been little effort to understand their impact on cultural values and the cultural and creative industries (CCIs). The EU-funded CULTURAI project will extensively and thoroughly research AI’s impact on the CCIs and cultural values, with a focus on the audiovisual sector and public cultural institutions. Further, it will develop methods, strategies and frameworks through which AI can be harnessed to support cultural diversity, workforce sustainability and creative autonomy while mitigating key risks such as problematic moral bias, inequity and market concentration.
Objective
CULTURAI addresses one of the most urgent challenges for Europe in the age of Artificial Intelligence (AI): how to protect its vibrant and diverse cultural values and support the independence of its Cultural and Creative Industries (CCIs). It deals with how to harness AI in ways that support creative autonomy, workforce sustainability, and cultural diversity, while mitigating risks of market concentration, problematic moral bias, and inequity. It focuses on the audiovisual (AV) sector and public cultural institutions (GLAM), where absence of robust evidence, governance models, and capacity-building frameworks hampers responsible and future-facing adoption of AI.
CULTURAI has five interlinked strategic objectives addressing: (1) AI’s impact on creative labour and autonomy in the AV sector through an evidence-based impact assessment framework; (2) institutional AI ethics and governance in GLAM domain, with an AI Literacy Maturity Model; (3) comparative global policy analysis of AI governance, producing a benchmarking framework and policy foresight for EU decision-makers; (4) co-designing human-centred AI applications through Living Labs in music, film, gaming, and digital storytelling; (5) setting up a Competence Centre, a sustainable platform delivering training, diagnostic tools, and best practices to 500+ CCI organisations in the first 3 years of operation.
Our strong consortium leverages world-class expertise in ethics, digital innovation, and culture. The rapid advancement of AI, particularly generative AI, is transforming the cultural and creative industries (CCIs) in profound ways, raising critical questions about its impact on creative professionals, businesses, and the broader cultural economy. While AI offers new opportunities for content creation, audience engagement, and business efficiency, it also disrupts traditional creative processes, raises concerns about intellectual property and artistic ownership, and poses risks to diversity and cultural expression.
Fields of science (EuroSciVoc)
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
CORDIS classifies projects with EuroSciVoc, a multilingual taxonomy of fields of science, through a semi-automatic process based on NLP techniques. See: The European Science Vocabulary.
- natural sciences computer and information sciences artificial intelligence
- social sciences sociology governance
- social sciences economics and business business and management employment
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.2.2 - Culture, creativity and inclusive society
MAIN PROGRAMME
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HORIZON.2.2.2 - Cultural Heritage
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-RIA - HORIZON Research and Innovation Actions
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) HORIZON-CL2-2025-01
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
2595 BE Den Haag
Netherlands
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.