Staff and students at UCEN Manchester explore role of AI in creative industry

UCEN Manchester’s Media department is undertaking an internal review into the use of artificial intelligence (AI) across the creative industries, as part of its ongoing commitment to ensuring students are equipped with the skills and knowledge required for successful careers in an evolving workplace. Students currently studying with the higher education provider are also taking opportunities within the existing curriculum to explore how the new technology could impact their futures in the sector.

The review focuses on how AI tools are currently being used within industry and how they can continue to be meaningfully incorporated into teaching and learning. By exploring both the opportunities and limitations of AI, UCEN Manchester aims to support students to engage with emerging technologies in a critical, informed and professionally relevant way.

This work is being supported by a range of external organisations and professionals who are already navigating the use of AI in real‑world creative contexts. Contributing partners include Brandon Consultancy, Studio Drama, Design Bridge and Cantarus, alongside UCEN Manchester alumni now working as freelance creatives. Their involvement ensures the review is firmly grounded in current industry practice and the skills graduates will be expected to demonstrate.

Programme Leader Alex Komlosy, who is overseeing the review, explained:

AI is already having a significant impact across the creative industries, and it’s vital that education keeps pace. Our focus is not on replacing creative skills, but on helping students understand how these tools are being used professionally, where their strengths and limitations are, and how designers can work alongside AI to add value.

The initiative reflects UCEN Manchester’s ability to respond quickly to changes within industry, proactively shaping curriculum and assessment to reflect emerging trends while maintaining a strong emphasis on creativity, critical thinking and employability.

Alongside the departmental review, third‑year BA (Hons) Graphic Design and Branding student Jordan Keeble has been exploring AI through his own academic practice. As part of his contextual practice module, Jordan made AI the focus of a research‑led project, using a brief from the D&AD New Blood Awards programme to directly compare outcomes produced using his own design skills with those generated by an AI platform.

Jordan provided the AI tool with a detailed brief using the same information he had access to, setting basic ground rules and asking the platform to carry out research before generating an advertising concept. His project was motivated by growing concerns among students that AI could reduce opportunities within the creative industries.

Jordan said: “A lot of students are worried that AI might replace jobs before we’ve even had the chance to enter the industry.

“I wanted to test that idea properly by seeing what AI could produce when it was given the same brief and constraints I was working with.”

Jordan’s research concluded that while AI excelled at rapid idea generation and was able to produce work at a standard that could be expected from an entry‑level position, his own work demonstrated greater creativity and a stronger emotional connection with the intended audience. The findings also highlighted the potential for trained designers and AI tools to work together successfully.

Reflecting on the outcome of the project, Jordan added: “What became clear is that AI can be a powerful support tool, but it still relies on human creativity, judgement and understanding. Rather than replacing designers, I think it’s more likely to change how we work.”

Alex Komlosy added: “This project shows the value of students engaging critically with new technologies rather than avoiding them. Jordan’s research demonstrates exactly the kind of thinking employers are looking for - an ability to evaluate tools, understand their impact and use them intelligently within creative practice.”

Together, the departmental review and student‑led research highlight UCEN Manchester’s commitment to preparing graduates not just to use emerging technologies, but to understand their role within a rapidly changing creative landscape.

Learn more about Creative Arts and Digital Media at UCEN Manchester and find out how to apply.