TLDR: The Brandtech Group, in partnership with University College London (UCL) and the Royal College of Art (RCA), is launching the Centre for Creative AI (CCAI) this autumn. The initiative aims to explore and pioneer generative AI applications across diverse creative sectors, including media, fashion, entertainment, and design. Chaired by former Channel 4 CEO Alex Mahon, the CCAI is backed by major industry players like Diageo, Unilever, Snap, Runway, Cooley, and the Design Museum, focusing on fostering commercially viable creative projects and pushing AI beyond mere productivity tools.
London, UK – The Brandtech Group, a prominent generative AI marketing firm, has announced the establishment of the Centre for Creative AI (CCAI), a groundbreaking initiative set to open its doors this autumn. This collaborative venture brings together world-renowned researchers from University College London (UCL) and the Royal College of Art (RCA) to explore and showcase transformative breakthroughs in artificial intelligence across the creative industries. The news was widely reported around July 22-23, 2025.
The CCAI’s core mission is to pioneer creative AI applications spanning entertainment, media, fashion, music, and art. Mark Eaves, CEO and founder of Gravity Road, a part of The Brandtech Group, emphasized the center’s expansive ambition. “The CCAI is a new forum dedicated to exploring and showcasing breakthroughs across the creative industries,” Eaves stated, adding that “Advertising stands out as an early proving ground, where culture meets commerce and innovation moves at pace.” He further noted that generative AI (GAI) is often narrowly perceived as a tool for streamlining marketing operations, but the CCAI aims to spark new ideas and foster exceptional creative methods, extending from reimagining product design to pioneering immersive brand experiences.
The initiative is financially backed by The Brandtech Group and boasts a formidable list of founding supporters, including global brands and technology companies such as Diageo, Unilever, Snap, Runway, leading AI law firm Cooley, and the Design Museum. Giles Hedger, Global Consumer Planning Director at Diageo, highlighted the strategic importance of this partnership for his company. “This partnership is an opportunity to collaborate with the world’s best, to push our thinking beyond the productivity layer, harnessing technology to grow our brands through ever-deeper consumer connection,” Hedger commented.
Alex Mahon, the outgoing CEO of Channel 4, a publicly owned and commercially funded public service media organization, will chair the new center. The CCAI will be guided by an advisory council comprising business leaders, university leaders, and research funders, with all profits reinvested to support its core mission. The center aims to connect companies with the innovative capacity of students and alumni from leading universities, stimulating diverse challenges, thought leadership, and learning opportunities to deepen the understanding of AI’s impact across creative disciplines.
David Jones, Founder and CEO of The Brandtech Group, expressed a bold vision for the future of creativity. “Gen AI is sparking the greatest creative revolution in history, in my opinion. It’s not a matter of ‘if’ AI will be more creative than humans, it’s just when,” Jones asserted. Alex Mahon echoed this sentiment, stating, “Gen AI is a powerful new frontier for creativity, but its true potential lies in how we choose to use it. With curiosity, integrity and imagination, we can shape tools that don’t replace artists, but empower them. This is a moment for the UK to lead, blending emerging technology with our world-renowned creative spirit.”
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The CCAI will leverage the expertise of The UCL Centre for AI, UCL Arts and Sciences, and RCA students who champion the intersection of arts, science, AI, and creativity. UCL, a key global player in AI research, recently received two Nobel Prizes for its work in the field, further solidifying the academic foundation of this ambitious new center.
