AI: A strategic and ethical approach

From AI-generated exhibitions to automated marketing, arts professionals are being asked to adapt quickly to new technological developments. Yet, while much of the conversation centres on efficiency and automation, fewer discussions explore the deeper strategic and ethical choices we must make. 

We need to ensure new technologies align with our values and our audiences continue to trust us. We have the chance to lead AI adoption thoughtfully and ethically, rather than simply reacting to external pressures. 

While many of us are drawn to AI’s shiny new tools and are eager to experiment, others feel uncertain or apprehensive. Now is the time to take a strategic approach, ensuring AI serves our sector’s needs rather than the other way around. 

Align AI adoption with organisational values and purpose 

AI should not be implemented for its own sake. Before adopting any new tool, we need to ask questions like: 

• What problems are we solving? 
• How does this affect our audiences? 
• How does AI support our vison and mission rather than distract from it? 

AI is not just a technical tool but a strategic enabler of audience engagement, accessibility, and artistic innovation. We need to be at the forefront of AI discussions, because we understand the nuances of audience trust, storytelling and brand identity in ways that technology alone cannot. 

Addressing bias and ethical AI 

At last year’s Turing Institute AI conference, a key takeaway for me was that AI systems are only as good as the data they learn from. If trained on biased datasets, AI can reinforce inequalities – something particularly concerning in the arts, where representation and inclusivity are our central values.  

One major step forward is the development of AI ethics policies and responsible-use guidelines. These should include commitments to: 

• Being transparent about how we use AI 
• Critically reviewing AI-generated outputs for bias and fact-checking before they are published 
• Ensuring human oversight in AI-driven decision-making 
• Prioritising audience trust over automation and efficiency 

The cultural sector has access to rich archives and datasets that could help correct biases in AI models. The recent DCMS consultation on AI and copyright highlights the urgent need for the cultural sector to be involved in shaping AI policy and protections. 

We need to understand both sides of the argument: how can we protect our work but also work with AI developers to provide datasets? Otherwise, AI models will become increasingly biased without our cultural data.  

Safeguarding audience trust: AI as an augmenter, not a replacement 

At its core, the arts are about human connection. AI may streamline marketing and operational processes, but it cannot replace authenticity. A key question every organisation must ask is: How can AI enhance what we do without eroding audience trust? 

For instance, AI-generated content (copy, visuals, videos) can be useful, but overuse risks making communication feel impersonal. Similarly, chatbots can enhance customer service, but they can also diminish relationships if poorly implemented. 

AI should augment our creativity and engagement strategies, not replace them. This requires intentionality, ensuring AI frees us from repetitive tasks so we can focus on meaningful human interaction. 

AI and the future of work: Building skills for a changing sector 

AI adoption isn’t just a technological shift, it’s a cultural transformation. As AI advances, the nature of work will evolve, requiring new skills and mindsets.

Instead of replacing jobs, AI shifts the focus from execution to strategy, meaning arts professionals must: 

• Develop AI literacy, so we understand how these tools work and the ethical implications 
• Learn when human intervention is necessary to maintain integrity 
• Stay informed on AI policy and legal frameworks, such as copyright and data ethics 
• Invest in critical thinking skills – there is a danger of cognitive atrophy where we become overly dependent on AI for tasks

Next steps: Shaping AI strategy

AI is not just a tool it’s a strategic shift that requires intentional adoption. To ensure the arts sector remains audience-centric, inclusive and innovative, we must: 

• Develop ethical AI frameworks and responsible-use policies 
• Equip arts professionals with AI skills through training and professional development 
• Advocate for arts and heritage sector involvement in AI policy and governance 

At the Arts Marketing Association, we are committed to supporting this conversation. Our upcoming Essentials of AI for Marketing course (starting in May 2025) and our AI policy template will provide arts professionals with the tools to implement AI responsibly and effectively.

By shaping AI’s impact now, we can ensure it supports creativity, inclusion and audience engagement, rather than compromising them. Join us in positioning the arts and heritage sector at the forefront of AI innovation.