Re:Create explores how AI can change the way of working in the creative sector

A Platform for Experimentation and Knowledge Exchange

Re:Create serves as an experimental arena where Chalmers University of Technology, together with partner institutions such as AI Sweden, HDK-Valand, and Blekinge Institute of Technology, explores the possibilities and challenges of AI from both technical and artistic perspectives. Through open collaborations and hands-on experiments, the project aims to identify how new technologies can be integrated into education and professional practice-without losing the core values of the creative industries such as democracy, diversity, and artistic freedom.

"AI is not only changing how we teach but also what we teach-what knowledge and skills future students will need," says Oskar Rexfelt, Associate Professor in Human-Centered Design and Educational Developer at Chalmers. "In the field of design, this is particularly relevant since generative AI can be used to create ideas, visualizations, and concepts. Through Re:Create, we hope to gain a clearer understanding of the demands AI places on future professional roles within the creative industries, and how the design process itself can evolve."

Future Competencies and Ethical Frameworks

The rapid development of generative AI means that the creative sector requires new types of competencies and leadership. For Chalmers, participating in Re:Create is also about building knowledge on how AI affects design processes, educational content, and ethical considerations. Through research, workshops, and conceptual prototype development, Chalmers contributes to defining the working methods of the future-at the intersection of technology, art, and society.

A National Initiative for Creative Innovation

Re:Create runs from 2025-2027 and is led by AI Sweden, in collaboration with several universities and creative sector actors. The project will organize lectures, case studies, and cross-industry collaborations that strengthen the Swedish creative sector's ability to use AI in a sustainable and inclusive way.

"The project aims to showcase the potential of AI and inspire actors to explore and define how the technology can be used-while preserving the sector's core values," says Martina Eriksdotter, Strategy Lead for Creative Industries at AI Sweden.

More About the Project

Funding

The project is co-financed with 5.54 million SEK from Region Västra Götaland, the European Union (via the Swedish Agency for Economic and Regional Growth), and project partners.

Participating Organizations

Public sector partners: Borås Ink, Film i Väst, dialogue partner Borås Science Park

Academic partners: Chalmers University of Technology, University of Gothenburg - Business and Design Lab, Blekinge Institute of Technology

Industry partners: SMEs linked to publicly funded support structures such as Tengbom, Cliff Design, and dialogue partner Wingårdhs

Project period: 2025-05-01 - 2027-04-30

Stay Updated

Interested in following the project, participating in upcoming webinars, or staying informed about Re:Create? You can subscribe to the project's newsletter via AI Sweden's website.

• AI
• design
• Department of Industrial and Materials Science