A new AI platform is being created to support heritage organisations with marketing and audience development.
‘Goose’ is a partnership between the Arts Marketing Association (AMA) and the digital agency Make Sense Of It.
Funded by a £249,951 grant from The National Lottery Heritage Fund, it is scheduled to begin beta testing in the autumn, with a launch date of early 2026.
The platform is described as a ’24/7 mentor, coach, and virtual colleague to address a critical marketing skills gap in the sector’.
It will be co-designed by heritage organisations from across the UK including Carlisle Cathedral, Tŷ Pawb in Wrexham and Northern Ireland Screen.
AMA CEO and project lead, Cath Hume, said the new platform “is about democratising knowledge so that small grass-roots heritage sites can tap into the same expertise and support that large national institutions enjoy – no matter their resources or where they’re based.”
She continued: “This project isn’t about imposing technology, it’s about empowering heritage professionals to shape how AI can best serve their audience development needs.
“By increasing marketing capacity, Goose can help to grow audiences and enable more people to enjoy and engage with the UK’s vast cultural heritage.”
Edd Baldry, co-founder of Make Sense Of It, added that the project is about “how AI can best serve the diverse needs of the heritage sector and create practical value for organisations and audiences.
“This is a project shaped by the sector – a grassroots approach that explores how AI can be genuinely useful to heritage professionals.”
