From overwhelmed to optimised: The AI revolution

Not another artificial intelligence article I hear you cry. Are you tired of hearing about it, or do you get a headache just thinking about where to start while juggling the day-to-day demands of your organisation?

The sheer volume of discussion can feel overwhelming. Although it’s often hailed as a transformative force, for many of us it can seem like another daunting task in an already packed schedule. This article aims to provide practical first steps.

In the UK, while the AI sector is valued at £16.9bn and expected to surge to £803.7bn by 2035, only 15% of small organisations have adopted at least one AI technology. The barriers to adoption include limited AI skills and expertise (33%), data complexity (25%), and ethical concerns (23%).

For many smaller organisations, the lack of resources and the complexity of implementing AI pose significant challenges. To help you make a start on your journey, here are three common questions I have been asked when consulting with cultural organisations on the adoption of this new technology.

1. I’m so busy, is this something I really need to bother with?

AI can feel abstract and distant, especially since its potential applications span all areas of an organisation. But AI can provide tangible benefits, such as saving you time and improving job satisfaction by automating repetitive tasks.

For instance, the ability to analyse and query large collections of documents can support ideation and streamline processes, making it easier to generate new ideas with back-and-forth interactions to save valuable time.

Knowing where to start is challenging, especially if you don’t have a dedicated digital team. A simple approach is to bring key people together to map a prioritised list of use cases, such as automating repetitive tasks, improving customer service and managing content more effectively.
By focusing on specific use cases, and not the technology, you can develop a to-do-list that allows you to take manageable steps, learn from the process and iterate. Each completed task, however small, will give you the satisfaction of progress, building momentum towards a strategy.

A useful tool to help navigate this journey is the Digital Culture Compass, a framework specifically designed to help cultural organisations assess their digital readiness and create a prioritised list of use cases where AI and other digital technologies can have the most impact.

Remember, it doesn’t have to be complicated – book a team meeting in and start identifying areas where this technology will drive real benefits and focus on the areas that matter most.

2. We don’t have a digital team – whose job is this to action ethically?

Many are understandably cautious about AI, raising questions like: Will it replace human jobs? Will it lead to biased outcomes? These are valid concerns, but AI doesn’t have to be seen as an untrustworthy force.

Building trust starts with adopting the technology ethically, transparently, in consultation with stakeholders and asking for help from trusted partners or peers. AI tools should be seen as collaborators that enhance efficiency while safeguarding privacy by design. We need to make sure the technology never replaces human creativity but empowers it.

Ethical adoption also means keeping humans central to decision-making. Technology should complement and amplify human capabilities, not replace them. By integrating tools transparently and ensuring accountability throughout your workflows, you can foster trust within your organisation and among your audiences.

Share the responsibility by bringing people together to develop an ethical AI policy and governance for your organisation to ensure transparency. Drawing on our experience in adopting AI at The Audience Agency, and our work with organisations, we have developed an AI Impact Assessment (AIIA).

The AIIA template, inspired by GDPR’s Privacy Impact Assessment, is designed to evaluate each potential use case, by documenting risks, necessary adjustments and ethical considerations. Our goal is to facilitate the creation of a standardised, sector-wide version that can streamline and guide responsible adoption of AI. We would love to develop further with the sector, so please do get in touch with me for a copy of the AIIA.

Remember, it doesn’t have to be laborious – take an afternoon to think of your governance and values when using AI, document, consult with internal/external stakeholders, and keep everyone informed about progress and decisions.

3. I need help adopting these tools – what resources and collaborations are available?

You don’t have to navigate the adoption of this technology alone, as collaboration within the sector is essential. There are numerous resources and communities dedicated to helping cultural organisations integrate responsibly.

As highlighted in the recent article Developing AI Policy for Trustees and CEOs, the Arts Marketing Association (AMA) has established a working group consisting of sector support organisations. We have actively contributed to this group, sharing our insights and collaborating to develop guidance to assist cultural organisations in adopting AI. Working together, we can develop specialised tools and guidance to support responsible benefits to our work.

We have also been increasingly involved in supporting the development of AI strategies. Following our presentation at TPC2024 earlier this year, we launched an independent LinkedIn group which you can join here – Humans in Charge – AI in Arts, Culture and Heritage, to help peers engage, share news and get feedback from others facing similar challenges.

Since 2011, the Let’s Get Real (LGR) programme has supported 150 organisations in building digital confidence and skills across 11 cohorts, with 28% participating in multiple rounds. In this next phase, starting in February 2025, we will focus on AI, exploring tools, use cases, governance, and strategy in the cultural sector – more news coming later this month.

Remember, you don’t have to navigate the potential of AI alone, use resources available and let’s collaborate on meaningful adoption of this technology.

Summary: Four steps

1. Start small and prioritise: Use frameworks like the Digital Culture Compass to assess your digital maturity and identify where AI can bring the most value. Begin with manageable tasks like automating administrative processes.
2. Establish governance: Implement a transparent, ethical AI policy that ensures technology complements human creativity and aligns with your organisation’s values. Keep it simple, but effective enough to support progress and positive impact.
3. Augment creativity with technology: Let automation handle repetitive tasks, freeing your team to focus on creative work. Use data-driven insights to guide decisions while keeping human creativity at the forefront.
4. Leverage collaboration and resources: Join communities like the Humans in Charge – AI in Arts, Culture and Heritage LinkedIn group for peer support, and take advantage of partnerships offering specialised tools and guidance.

By following these steps, cultural organisations can harness AI and digital tools to improve efficiency, engage audiences in new ways, and foster creativity – all while staying true to the sector’s unique values and mission.

I am eager to help organisations adopt this technology ethically and to hear your challenges, risks and successes. Please contact me on LinkedIn.

Stephen Miller is chief technology officer at The Audience Agency.
 theaudienceagency.org
 @audienceagents
 stephenmilleruk/

This article, sponsored and contributed by The Audience Agency, is part of a series sharing insights into the audiences for arts and culture.