Creating, Innovating & Experimenting: Exploring the Use of Tech in the Creative Industries - Event Round-Up
Kindly hosted by Adobe, on Monday [22 September], techUK partnered with Creative UK on this event exploring the use of tech in the creative industries - ‘Creating, Innovating & Experimenting: Exploring the Use of Tech in the Creative Industries’.
We explored how tech is being developed, deployed and enhanced within and by the creative industries, with presentations from leading creatives and practitioners across a wide range of sectors and industries.
After a warm welcome from Adobe’s Vice President of International Marketing, Simon Morris, we heard from techUK’s Director for Technology and Innovation, Sue Daley OBE. Sue emphasised the importance of the convergence between these two ‘growth-driving’ sectors before encouraging the audience to add to our ‘ideas wall’, upon which we captured suggestions for future creative tech events and activity.
The CEO of Creative UK, Caroline Norbury OBE, spoke next, outlining the UK’s rich history of technical innovation in and by the creative industries. Caroline referred to her own career as a filmmaker and how the transition to digital filmmaking had transformed this practice.
Our keynote speaker, Filmmaker, Keenan Lam, then presented excerpts of his work and demonstrated how he has used Adobe Premiere Pro to enhance his creative process. Keenan demonstrated the incredible visuals he can compile using photo editing techniques in the Adobe suite, which can augment real images. He went on to detail how generative AI enabled him to create multiple variations for each frame of a video. Keenan suggested that utilising generative AI is an inherently creative process, as the creator needs to precisely articulate the image they intend to capture in order to produce their desired output.
We then moved to the ‘showcase’ segment of the event, hearing first from the Royal Shakespeare Company’s Director for Digital Development, Sarah Ellis. Sarah’s presentation focused on Lili,a contemporary re-imagining of Macbeth as a video game. Set in Iran and focusing on the experiences of Lady Macbeth, the game explores themes of surveillance and cybercrime. The showcase demonstrated how experimenting with technology can transform interpretations of traditional texts and transport these stories into the modern day.
CEO and Founder of BCVR Immersive, Scott Marshall, then delivered his presentation, ‘From Immersion to Impact: Creativity and Story-Driven Experiences for Culture, Commerce & Public Spaces’. Scott talked us through his work in immersive technology, focusing on several brilliant case studies: an immersive animation developed for the V&A museum; a contemporary art installation developed in collaboration with Frieze Art for the W-Hotel; a projection for the Commonwealth Games; a project with Disney involving virtual NFTs and collectible items; and, creating gamified experiences with Arabian treasures for the Riyadh Museum.
After a short break, Creative Navy’s Sales & Marketing Director, Andy Mitchell spoke about how Creative Navy are deploying AI to create diverse digital interfaces for businesses across all sectors. Signposting examples from projects based in healthcare, utilities and oil rigging, Andy demonstrated both the significant degree of creativity involved in deploying AI and the efficiency improvements driven by AI interfaces. Andy argued that AI-driven innovation can deliver considerable time-saving benefits for creatives, unburdening them from administrative tasks and affording them more capacity for artistic expression.
Kay Watson, Head of Arts at Serpentine Galleries, walked attendees through an exhibition the gallery had hosted called The Call. This exhibit displayed choral music through various ornate sculptures, which included a functional organ. A particularly unique aspect of this exhibit was that the music was generated through the use of AI, with data taking the form of recordings from a live choir. Based on this project, the Serpentine have published a white paper on the ‘Choral Data ‘Trust’ Experiment’, which can be accessed via this link.
Our final presentation was delivered by the National Theatre’s Associate Director of Policy, Matt Armstrong, and their Head of Production and Content, Jess Richardson. Matt and Jess looked at innovation in filmed theatre, focusing on National Theatre Live, through which productions are screened across the country in cinemas. They explained how innovations in the filming process had improved the quality of recordings and reduced the level of intrusion required to capture content. Beyond this, they outlined how the Covid-19 pandemic had spurred the creation of a home streaming platform, National Theatre Live at Home. Through the National Theatre Collection, the organisation provides access to free learning materials for British state schools. These are now being introduced across selected US public schools.
techUK’s Sue Daley OBE returned to the stage to deliver the closing remarks. Sue reiterated the event’s core theme: new technologies and the UK’s creative industries are proud and successful partners, and when these sectors convene, the potential for unique and meaningful creative expressions are boundless. Sue emphasised that the technologies under discussion reflected the ‘here and now’, not just the future, making the prospects for the UK’s creative future even more exciting.
We would like to reiterate our thanks to our fantastic event partners and hosts, Creative UK and Adobe respectively, our brilliant line-up of presenters, and to all the creatives and technologists who attended. Creative tech is a relatively new area of exploration for techUK, and we are keen to explore the intersection between creativity and technology in more depth and breadth moving forward.
Dani joined techUK in February 2025 as a Policy Manager in the Digital Regulation team.
Prior to this, Dani worked in political monitoring where she was a consultant for Digital, Culture, Media and Sport. In this role, she developed a strong understanding of parliamentary procedure, closely following all of the major developments in the tech centre and working with several key stakeholders and regulators.
She has an undergraduate degree in History from the University of Bristol and an MPhil in Modern European History from the University of Cambridge.
Outside of tech, Dani has a strong interest in addiction policy, particularly towards drugs, having written her dissertation on the topic as well as several subsequent research projects. In her spare time, she enjoys cooking and following all things motoring, whether that be F1, MotoGP or Formula E.
Programme Assistant, Technology and Innovation, techUK
Harriet Allen
Programme Assistant, Technology and Innovation, techUK
Rory Daniels
Head of Emerging Technology and Innovation, techUK
Rory Daniels
Head of Emerging Technology and Innovation, techUK
Rory joined techUK in June 2023 after three years in the Civil Service on its Fast Stream leadership development programme.
During this time, Rory worked on the Government's response to Covid-19 (NHS Test & Trace), school funding strategy (Department for Education) and international climate and nature policy (Cabinet Office). He also tackled the social care crisis whilst on secondment to techUK's Health and Social Care programme in 2022.
Before this, Rory worked in the House of Commons and House of Lords alongside completing degrees in Political Economy and Global Politics.
Today, Rory leads techUK's Emerging Technology and Innovation activity, working with many of the UK's most innovative tech companies to convene key stakeholders, work through key challenges and opportunities for industry, showcase best practice, and shape Government's thinking around future technologies, sectors and industries.
Focus areas include Robotics, Immersive, Web3, Metaverse, Photonics, Space, Gaming, Creative, Innovation policy, university spin-outs, and Futures & Horizon Scanning.
techUK's Policy and Public Affairs Programme activities
techUK helps our members understand, engage and influence the development of digital and tech policy in the UK and beyond. We support our members to understand some of the most complex and thorny policy questions that confront our sector. Visit the programme page here.
techUK Political Party Conference Schedule 2025
Join techUK this Party Conference season as we host events and engage on the big issues shaping the tech sector.
Our members develop strong networks, build meaningful partnerships and grow their businesses as we all work together to create a thriving environment where industry, government and stakeholders come together to realise the positive outcomes tech can deliver.
Antony Walker is deputy CEO of techUK, which he played a lead role in launching in November 2013.
Antony is a member of the senior leadership team and has overall responsibility for techUK’s policy work. Prior to his appointment in July 2012 Antony was chief executive of the Broadband Stakeholder Group (BSG), the UK’s independent advisory group on broadband policy. Antony was closely involved in the development of broadband policy development in the UK since the BSG was established in 2001 and authored several major reports to government. He also led the development of the UK’s world leading Open Internet Code of Practice that addresses the issue of net neutrality in the UK. Prior to setting up the BSG, Antony spent six years working in Brussels for the American Chamber of Commerce following and writing about telecoms issues and as a consultant working on EU social affairs and environmental issues. Antony is a graduate of Aberdeen University and KU Leuven and is also a Policy Fellow Alumni of the Centre for Science and Policy at Cambridge University.
As Head of Public Affairs, Alice supports techUK’s strategic engagement with Westminster, Whitehall and beyond. She regularly works to engage with ministers, members of the UK’s parliaments and senior civil servants on techUK’s work advocating for the role of technology in the UK’s economy as well as wider society.
Alice joined techUK in 2022. She has experience working at both a political monitoring company, leading on the tech, media and telecoms portfolio there, and also as an account manager in a Westminster-based public affairs agency. She has a degree from the University of Sheffield in Politics and Philosophy.
Edward leads the Digital Economy programme at techUK, which includes our work on online safety, fraud, and regulation for growth initiatives.
He has prior experience working for the Department for Digital, Culture, Media and Sport and has previously worked for a number of public affairs consultancies specialising in research and strategy, working with leading clients in the technology and financial services sectors.
Nimmi Patel is the Head of Skills, Talent and Diversity at techUK. She works on all things skills, education, and future of work policy, focusing on upskilling and retraining. Nimmi is also an Advisory Board member of Digital Futures at Work Research Centre (digit). The Centre research aims to increase understanding of how digital technologies are changing work and the implications for employers, workers, job seekers and governments.
Prior to joining the techUK team, she worked for the UK Labour Party and New Zealand Labour Party, and holds an MA in Strategic Communications at King’s College London and BA in Politics, Philosophy and Economics from the University of Manchester. She also took part in the 2024-25 University of Bath Institute for Policy Research Policy Fellowship Programme and is the Education and Skills Policy Co-lead for Labour in Communications.
Samiah Anderson is the Head of Digital Regulation at techUK.
With over six years of Government Affairs expertise, Samiah has built a solid reputation as a tech policy specialist, engaging regularly with UK Government Ministers, senior civil servants and UK Parliamentarians.
Before joining techUK, Samiah led several public affairs functions for international tech firms and coalitions at Burson Global (formerly Hill & Knowlton), delivering CEO-level strategic counsel on political, legislative, and regulatory issues in the UK, EU, US, China, India, and Japan. She is adept at mobilising multinational companies and industry associations, focusing on cross-cutting digital regulatory issues such as competition, artificial intelligence, and more.
She holds a BA (Hons) in Politics, Philosophy, and Economics from the University of London, where she founded the New School Economics Society, the Goldsmiths University chapter of Rethinking Economics.
Audre joined techUK in July 2023 as a Policy Manager for Data. Previously, she was a Policy Advisor in the Civil Service, where she worked on the Digital Markets, Competition and Consumers Bill at the Department for Science, Innovation and Technology, and at HM Treasury on designing COVID-19 support schemes and delivering the Financial Services and Markets Bill. Before that, Audre worked at a public relations consultancy, advising public and private sector clients on their communications, public relations, and government affairs strategy.
Prior to this, Audre completed an MSc in Public Policy at the Korea Development Institute and a Bachelor's in International Relations and History from SOAS, University of London. Outside of work, she enjoys spending time outdoors, learning about new cultures through travel and food, and going on adventures.
Mia joined techUK in September 2023 within the Digital Infrastructure and Climate team(s) before transitioning to the Digital Economy team in April 2024.
Before joining techUK, Mia worked as a Senior Policy Adviser at the Confederation of British Industry (CBI) sitting within the Policy Unit.
Mia holds an MSc in International Development from the University of Manchester and a BA(Hons) in Politics and International Relations from the University of Nottingham.
Outside of work, Mia enjoys running, yoga, bouldering and art.
Archie Breare joined techUK in September 2022 as the Telecoms Programme intern, and moved into the Policy and Public Affairs team in February 2023.
Before starting at techUK, Archie was a student at the University of Cambridge, completing an undergraduate degree in History and a master's degree in Modern British History.
In his spare time, he likes to read, discuss current affairs, and to try and persuade himself to cycle more.
Dani joined techUK in February 2025 as a Policy Manager in the Digital Regulation team.
Prior to this, Dani worked in political monitoring where she was a consultant for Digital, Culture, Media and Sport. In this role, she developed a strong understanding of parliamentary procedure, closely following all of the major developments in the tech centre and working with several key stakeholders and regulators.
She has an undergraduate degree in History from the University of Bristol and an MPhil in Modern European History from the University of Cambridge.
Outside of tech, Dani has a strong interest in addiction policy, particularly towards drugs, having written her dissertation on the topic as well as several subsequent research projects. In her spare time, she enjoys cooking and following all things motoring, whether that be F1, MotoGP or Formula E.
Oliver is a Junior Policy Manager at techUK, working across Public Affairs and Digital Regulation policy. He supports the organisation’s engagement with government and parliament, contributes to shaping techUK’s regulatory agenda, and plays a key role in coordinating political outreach, policy projects, and flagship events.
He joined techUK in November 2023 as a Team Assistant to the Policy and Public Affairs team, before stepping into his current role. He has been closely involved in efforts to ensure the tech sector’s voice is heard in the policymaking process.
Oliver holds a Master’s in Policy Research from the University of Bristol and a BSc in Policy from Swansea University. During his studies, he contributed to mental health research as a Student Research Assistant for the SMaRteN network.
Outside of work, Oliver is a keen debater and remains active in the UK debating community, having previously led the Swansea University Debating Union. He enjoys exploring complex issues from multiple perspectives and values clear, thoughtful communication in policy discussions.
Tess joined techUK as an Policy and Public Affairs Team Assistant in November of 2024. In this role, she supports areas such as administration, member communications and media content.
Before joining the Team, she gained experience working as an Intern in both campaign support for MPs and Councilors during the 2024 Local and General Election, and working for the Casimir Pulaski Foundation on defence and international secuirty. She has worked for multiple charities, on issues such as the climate crisis, educational inequality and Violence Against Women and Girls (VAWG). In 2023, Tess obtained her Bachelors of Arts in Politics and International Relations from the University of Nottingham.
