What GenAI means for the cultural and creative sector
The report GenAI for the Growth of the Cultural and Creative Sector is now online: a study led by Sineglossa (Alessia Tripaldi and Luca Baraldi) to explore how generative artificial intelligence is perceived, envisioned, and applied within the artistic, cultural, and creative fields.
As the partner responsible for designing the training program of GENERATIVA – the academy on generative AI for 75 professionals from the sector, starting in October 2025 – Sineglossa carried out a context analysis to identify the needs and expectations of cultural and creative professionals, with the aim of turning them into concrete guidelines for an educational program that supports the mindful adoption of GenAI.
The research presents the outcomes of focus groups involving 43 participants, including artists, GLAM professionals (Galleries, Libraries, Archives, and Museums), and representatives of the Cultural and Creative Industries (CCI).
Research methodology
The study focused on three key aspects:
- Redefining and reimagining the concept of generativity, to foster debate on the creative, managerial, and strategic opportunities linked to the broad idea of “generating”;
- Understanding the ideal role of AI, to outline expectations and identify urgent and concrete needs emerging from professional experiences;
- Identifying sector–specific applications, to shape training offers according to the unique features of each target group.
Recommendations for a tailored training
Based on these results, the design of the training program includes:
- Cross‑sector modules, to provide technological literacy and foster critical reflection on the use of GenAI;
- Sector‑specific modules, tailored to the needs of each area:
GLAM:
a. Tools for accessibility and the design of interactive experiences,
b. Strategies to enhance audience engagement,
c. Technologies for organizing and cataloguing cultural heritage.
ARTISTS:
a. GenAI applications for co‑creation and creative expansion.
b. Approaches to maintaining human control in artistic processes.
c. Ethics and intellectual property in the management of generated content.
CCI:
a. Solutions for automating administrative and management processes.
b. Predictive analysis to support strategic decision‑making.
c. Technologies for developing innovative cultural products.
As for teaching methodologies, GENERATIVA adopts an interdisciplinary pedagogical approach, combining:
- Learning by doing, enabling hands‑on practice with real projects that integrate GenAI into the typical workflows of each sector;
- Case studies, to highlight concrete examples of GenAI applications into the cultural field, identifying best practices and critical issues;
- Interdisciplinary and cross‑sector workshops, creating spaces for dialogue among professionals from different fields to refine methods and perspectives.
