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Welcome to the Technology, Innovation & the Future of the Creative Curriculum Conference 2026.

Venue: Room 2.45 clear filter
Thursday, July 9
 

11:45am BST

Beyond the Shortcut: Designing Creative and Critical Student Practices with AI
Thursday July 9, 2026 11:45am - 12:15pm BST
As artificial intelligence becomes embedded across creative industries, media management and communications students are increasingly experimenting with AI tools that shape how they produce, plan and critique digital content. This 30‑minute showcase demonstrates recent pedagogical approaches that leverage AI to enhance engagement and creativity in higher‑education learning environments. It highlights how generative AI—across text and analytics platforms—can accelerate marketing and communications workflows by enabling rapid ideation, lowering technical barriers, and opening new pathways for data‑driven, multimodal campaign storytelling.

The session presents findings from classroom‑based practice exploring how students use AI to develop audience‑informed content. Live demonstrations illustrate how students engage with AI for tasks such as data‑driven communication strategies. Alongside these, the session addresses tensions surrounding ethical usage, LLM styles and critical judgement, emphasising how over‑reliance on automated outputs can flatten creativity or lead to surface‑level work.


A key contribution of this session is showing how structured pedagogical interventions—such as reflective project journals, critical analysis, and guided exploration of AI bias—can transform AI from a shortcut into a catalyst for deeper engagement. In AI‑mediated environments, creativity becomes an act of directing, curating, and interrogating machine‑generated material rather than simply producing finished artefacts. The demonstration highlights practical classroom strategies that help students maintain ownership of their voice, make intentional, authentic creative decisions, and develop critical AI literacy.


Ultimately, this showcase argues that the most effective use of AI in media management and communications is not about the tools themselves, but about designing learning experiences that encourage experimentation, ethical awareness, and active creative agency within an AI‑saturated landscape.
Speakers
avatar for Pippa Lea

Pippa Lea

Lecturer in Management for the Creative Industries & Performing Arts, The Liverpool Institute for Performing Arts (LIPA)
I have over 20 years’ experience in arts marketing in the areas of digital, audience development strategy, press and PR, stakeholder communications, ticketing and visitor experience. I have held press, PR, communications, marketing, audience development and senior leadership positions... Read More →
Thursday July 9, 2026 11:45am - 12:15pm BST
Room 2.45 Art School Entrance

12:30pm BST

Practice Into Practical Training: Technical Transferrable Skills and Implementation in the Music Business Classroom
Thursday July 9, 2026 12:30pm - 1:00pm BST
Within a rapidly changing industry, and as we move into an era where we are thinking about new technology development, evolving intellectual property, and a changing consumer economy what skillsets are needed to best prepare future industry professionals for the world once they graduate?

The subject of music industry within the higher education environment is relatively new. While music technology and marketing degrees can be dated back to 1975 (Miami, 2026) at the Frost School of Music, the first record of a music business focused class was only introduced four years before in 1971. Following a suggestion from country music legend Roy Acuff, Professor Robert E. Mulloy began teaching an "Introduction to Music Business" course at Belmont University in Nashville Tennessee (Belmont, 2024). Since its foundations the study has expanded greatly. With the aim of courses focused around bridging the gap between creative artistry and commercial viability (BIMM, 2010).

While music business courses do have a proven success record of graduating industry professionals (Timewell, 2024), there have been key subjects identified when it comes to areas of improvement. Industry Readiness and Employability, Transferrable skills, and course material relevancy sit at the forefront of these areas (Jones & Whitefoot, 2024). These three areas all work intrinsically together, as skills are developed from relevancy which than translate to employability.

Across HE reports from employer associations and higher education organizations have called on universities to make a more deliberate effort to cultivate the “key or core” skills essential for various forms of high-skilled employment. Furthermore, nearly half of all jobs from creative sectors (49.09%) are now asking for specific knowledge of software or technology. With over 40% also looking for business and attitude focused skills (Giles & Carey, 2025).

Through this workshop we will go through a simulated lecture and project where we take on the usage of transferrable skills and industry relevance surrounding the usage of technologies, ai, and software that can better equip current practitioners with tools on how to approach these important transferrable skills in the classroom.
Speakers
avatar for Beck Macey

Beck Macey

MA Music Industry Management, The Liverpool Institute for Performing Arts (LIPA)
I'm a music industry professional with a nine year career in live entertainment management, artist booking, and touring production. Currently residing in Liverpool, UK where I operate a musician first booking and management agency, and am pursuing my Masters in Music Industry Management... Read More →
Thursday July 9, 2026 12:30pm - 1:00pm BST
Room 2.45 Art School Entrance

1:45pm BST

The Limits of Statistical Storytelling: Why GenAI Cannot Perform Analytic Rumination
Thursday July 9, 2026 1:45pm - 2:15pm BST
This paper examines the fundamental incompatibility between generative artificial intelligence (GenAI) and the cognitive processes essential to screenwriting through the lens of analytic rumination – the iterative cycle of assimilating, contemplating, and conjugating that produces storytelling insights.

Drawing on five pedagogical experiments conducted across three UK higher education institutions (2024-2025) with 52 students, this research reveals that whilst GenAI can support superficial screenwriting tasks (vocabulary expansion,
translation), it demonstrably fails where deep thinking is required: editorial judgment, thematic development, and transformational creativity.

Using Critical Realist frameworks and evidence from the Torrance Test of Creative Writing, comparative script analysis, and collaborative assessment studies, the paper argues that GenAI's tokenised processing of language fundamentally precludes the hermeneutic engagement necessary for story construction. Student responses across experiments consistently identified GenAI feedback as 'generic', 'non-specific', and lacking the nuanced understanding that emerges from analytic rumination.

The paper introduces analytic rumination as an essential theoretical construct for screenwriting pedagogy, distinguishing between surface-level writing assistance and the cognitive archaeology required for meaningful narrative development. This framework challenges techno-utopian narratives of 'co-thinking' whilst providing educators with conceptual tools for responsible GenAI integration.
Speakers
avatar for Ray Grewal

Ray Grewal

Lecturer: Visual & Performance Storytelling. Researcher: AI Integration into Creative Pedagogy , Central Saint Martins, UAL
Ray Grewal is an award-winning writer, director and producer across film, theatre, television and radio, and has worked with the BBC, Creative UK, the British Film Institute and Ffilm Cymru  as a script editor, mentor and development executive. He is currently lecturing in... Read More →
Thursday July 9, 2026 1:45pm - 2:15pm BST
Room 2.45 Art School Entrance

2:30pm BST

Let's Think Again About Learning: 'AI isn’t a threat it’s an opportunity to raise standards and achievement'
Thursday July 9, 2026 2:30pm - 3:15pm BST
AI is only a threat to the existing orthodoxies of learning in higher education. This paper will suggest that we should interrogate what learning is in higher education and argue that there is an emergent paradigm shift that shouldn’t be resisted. It will argue that we should take a radical view of how learning can occur in higher education and the ways in which we organise the curriculum.

The history of technology in education is characterised by fear and the defence of traditional positions. We can see from the evidence of the recent past, that cultural conservatism in universities hasn’t in the end been able to prevent change. Written exams, essays, lectures now exist alongside practical assessment, online learning and digital resources. In the end all systems adapt to change and reconfigure. In recent history the university system has reconfigured and new technologies and modest changes to assessment strategies have been able to maintain the existing traditions of learning. However an opportunity has been missed. Are we to imagine there is an eternal and essential idea of higher learning which needs only periodically rebrand and adapt itself? Or is this merely reactive behaviour and not progressive? Should the vision be to redefine higher learning, rather than preserve its existing and perhaps dated notions of learning and excellence?

The paper speculates about opportunity for change given the new context. It will consider how in the first instance we need to reveal the hidden orthodoxies of higher education and assess their validity. It will go on to look at alternative models of learning and consider what these might mean for the design of the curriculum (and in particular the creative curriculum) and propose that an opportunity has arisen to achieve new types of excellence.
Speakers
avatar for Phil Christopher

Phil Christopher

Independent Researcher / HE Consultant / Freelance Artist
Phil Christopher was the Director of Higher Education at the Liverpool Institute for Performing Arts, Head of School of Drama and Music at the University of South Wales and Head of Performing Arts at Edge Hill University. He has been involved in numerous curriculum developments, reviews... Read More →
Thursday July 9, 2026 2:30pm - 3:15pm BST
Room 2.45 Art School Entrance
 
Technology, Innovation & the Future of the Creative Curriculum
From £60.00
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