I am a doctoral researcher at Loughborough University London, having commenced my PhD in October 2024. Before my doctoral studies, I built around three years of professional experience in marketing, alongside industry experience across the news, television, and advertising sectors. These roles provided valuable insight into the creative industries and the ways in which organisations adapt to technological and market change.
My academic and professional interests lie at the intersection of innovation and the creative industries. Drawing on both industry experience and academic research, I am interested in understanding how emerging technologies are transforming creative work, organisations, and workforce development. Through my doctoral research, I aim to contribute to evidence-based knowledge that supports the sustainable and responsible adoption of new technologies within the UK's creative economy.
My research examines the role and impact of generative AI on workflows and skills in the UK screen and live performance industries. As generative AI becomes increasingly embedded in creative practice, the project explores how it is reshaping creative production, professional roles and skill requirements across sectors including film, games and live performance.