CULTURAI is a four-year Horizon Europe research project investigating how artificial intelligence (AI), including generative AI, is transforming the cultural and creative sectors and how its development and adoption can be shaped around human rights, cultural diversity, creative autonomy and sustainable working conditions. The project focuses on two key areas: the audiovisual (AV) sector and the heritage sector (Galleries, Libraries, Archives and Museums – GLAM). It aims to generate evidence, practical tools and policy recommendations that can support creative professionals, cultural institutions, policymakers and other stakeholders in adopting AI in responsible and inclusive ways.

CULTURAI introduces a “Culture for AI” perspective, recognising that culture should not only adapt to existing AI technologies but can also contribute to shaping AI systems that respect cultural diversity, creative freedom, public values and human agency. CULTURAI will examine the impact of AI on creative work, professional autonomy and working conditions in the audiovisual sector, while also investigating how public cultural institutions approach AI governance and adoption. The project will compare AI governance and policy approaches across different global contexts and develop evidence-based recommendations for future cultural and AI policies.

A key feature of CULTURAI is its participatory and co-creative approach. Through four European Living Labs, creative professionals, cultural institutions, researchers and other stakeholders will work together to develop and test human-centred AI approaches and tools. One Living Lab will be organised in Zagreb. The project will develop an AI impact assessment framework for the audiovisual sector, an AI Literacy Maturity Model for GLAM institutions, comparative policy analyses and recommendations, as well as practical tools and guidelines for cultural and creative organisations. A major long-term outcome will be the establishment of the CULTURAI Competence Centre, providing knowledge, training, diagnostic tools and good practices to support the responsible adoption of AI across the cultural and creative sectors beyond the lifetime of the project.

The project brings together an international consortium of universities, research organisations, public cultural institutions, international organisations and other expert partners from Europe and beyond. The Institute for Development and International Relations (IRMO) is a project partner and contributes to several work packages, including research and comparative analysis of the impact of AI on the audiovisual sector.

Project partners: Koninklijke Bibliotheek (National Library of the Netherlands) — Netherlands — Coordinator; Monash University European Research Foundation ETS — Italy; IDEA Consult (IDEA Strategische Economische Consulting) — Belgium; Technische Universiteit Delft (TU Delft) — Netherlands; Institute for Development and International Relations (IRMO) — Croatia; The University of Edinburgh — United Kingdom; University of the Witwatersrand Johannesburg — South Africa; UNESCO – United Nations Educational, Scientific and Cultural Organization — France; Université du Luxembourg — Luxembourg; Stichting Europeana (Europeana Foundation) — Netherlands; Consiglio Nazionale delle Ricerche (CNR) — Italy.

Press release CULTURAI English