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Creative Technologies International Scan #3
This third edition of the International Scan series explores global developments in advanced technologies shaping the Creative Industries.
Posted: 21 August 2025AuthorsMarta Moretto, Joshua Dedman, Emma Openshaw, Peter Cobb and Dr Vicki Williams
PeriodApril-June 2025
“Between April and June 2025, there has been continued adoption and implementation of a diverse range of emerging technologies into digital workflows for the screen, performance and games sectors of the Creative Industries. This includes embedding AI software into workflows, especially in post-production and visualisation. Experiential content, such as immersive, continues to be utilised across large performance spaces and personal console platforms. However, despite this continued use, broader socio-political dynamics continue to cast a shadow of uncertainty”
Key Findings
- Governments are increasing strategic investment in advanced media production, particularly across Asian markets, positioning immersive technologies, animation and AI-enabled production as drivers of economic growth, cultural influence and international collaboration.
- Regulatory responses to AI are evolving globally, as policymakers seek to address ethical concerns, deepfakes and intellectual property risks while still supporting technological innovation in the Creative Industries.
- Data and technology sovereignty is emerging as a major policy priority, with jurisdictions investing in domestic AI infrastructure, data governance frameworks and local innovation ecosystems to reduce reliance on foreign technologies.
- The United States illustrates growing tensions between innovation and regulation, with ongoing legal disputes, policy shifts and industry debates shaping how generative AI technologies are governed and commercialised.
- Immersive technologies continue to gain traction, particularly through location-based experiences, installations and headset platforms that expand opportunities for storytelling, audience engagement and education.
- Artificial intelligence is becoming increasingly embedded across screen sector workflows, especially in areas such as visualisation, post-production and content development.
- Public and private actors are introducing initiatives to support environmentally responsible production, including incentives, training programmes and infrastructure investments aimed at reducing the environmental impact of advanced media technologies.
- Skills development and digital upskilling are becoming a growing priority, as industry and governments respond to the changing technical requirements of creative production.
- Virtual production continues to expand, with new technologies improving accessibility and enabling innovative approaches to screen content creation.
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