Re:Create
At the intersection of creativity and emerging technology, this project brings together fashion, architecture, film, and design to explore how AI can strengthen design processes —bridging established expertise with future opportunities, grounded in strong creative values.
Re:Create is a forum where the creative sector explores AI on its own terms. Together, we are building an ecosystem where technology serves as a catalyst for new methods and creativity.
Martina Eriksdotter
Strategist for creative industries at AI Sweden
Upcoming events
Workshop: Strengthening Your Design Process with Generative AI - LEVEL 1
Workshop: Advancing Your Creative Practice with Generative AI - LEVEL 2
Creative connect: Webinar series
In this webinar series, experts share insights, experiences, and innovative approaches across the creative industries, offering inspiration for your own practice.
Voices from the creative industries
Throughout the project, we will gather Q&A interviews with experts from fashion, architecture, film, and design, sharing their insights, reflections, and key takeaways. Enjoy!
Re:Create Q&A with Camilla Berggren-Tarrodi and Jonas Runberger
Re:Create Q&A with Benjamin Lorentzon
Re:Create Q&A with Jan Tepe
Re:Create Q&A with Henrik Svilling
Re:Create talent match
As part of the Re:Create, we are working to match companies and organizations in the creative industries with Master's and Bachelor's students for student projects focused on generative AI. The projects can be part of a thesis, course or internship.
Project description and Q&A
The project develops skills-enhancing interventions for business advisors and SMEs in creative industries, facilitates co-creation workshops between different disciplines and investigates how new technology can strengthen existing design processes. By creating sustainable collaborative structures between academia, industry and the public sector, access to new technology is democratized while preserving the sector's core values.
Challenges
AI is changing the creative sector on several levels and the rapid technological development creates a risk of falling behind, especially for smaller players and startups. The challenge is not only about the sector's own development, but about the overall development of society where creative industries play a crucial role in cultural diversity, democracy and societal innovation. There is a clear gap between creative knowledge and the practical implementation of new technologies and sustainable solutions, while many companies lack resources for innovation and development.
Expected outcomes
The project delivers both short- and long-term results for the creative sector. In the short term, a collaboration platform that unites creativity and technology is established, conceptual prototypes with a focus on new technology are developed and the competence of the participants is increased through updated support programs and training elements.
In the long term, new business models are developed, innovation capacity and structures that last after the end of the project are strengthened. A common effect for all target groups is increased digital competence, strengthened networks and democratized access to new technology.
Re:Create investigates how AI can strengthen and develop design processes by focusing on the participants' needs. The project is based on the actors' desire for skills development and to explore AI's possibilities for creative creation, production, and innovation, with a particular focus on visualization.
The project focuses on the entire design process: from early idea generation, research, and concept development, through iteration and prototyping, to production, distribution, and sales. The goal is to raise knowledge and competence in AI through cross-industry collaboration and knowledge sharing. Through the development of concepts and prototypes, we investigate practical applications where the participants' needs in their design and production processes form the central basis.
AI is changing the conditions for the creative sector. By having the actors themselves explore and define how AI can be used, we can apply the technology in a way that strengthens human creativity, processes, and competencies.
It is the participants themselves who drive the exploratory work; the project provides a neutral platform for knowledge sharing that supports them in their development. There is unique expertise in creation and creativity, and the project's focus is on applying technology in a way that strengthens rather than replaces creative processes and competencies.
The project's starting point is Human-Centered AI (HCAI) in its approach to human-AI interaction (Xu, 2019). It prioritizes human needs in the development and implementation of AI systems and services, and considers aspects such as explainability, usability, user-friendliness, and ethically adapted design. Xu, W. (2019). Toward human-centered AI: A perspective from human-computer interaction. Interactions, 26(4), 42–46. https://doi.org/10.1145/3328485
In the project, this specifically means that ethical perspectives on AI are raised and discussed with participants during the project. The purpose is to raise awareness of the role AI can and should play in creative processes to contribute to them in a meaningful and balanced way.
In the project, we work systematically to analyze outcomes, both in the operational efforts within the project and for the project as a whole. This means that we continuously evaluate how our activities affect our environment and identify proactive measures for responsible AI use. The lessons learned from this work are widely shared, including via AI Sweden's Responsible AI Knowledge Hub, to contribute to joint learning and experimentation.
We investigate a wide spectrum of AI techniques - not just image-generating AI. We use and evaluate different methods but are not bound to specific platforms.
The project's emphasis is on generative AI technology that can contribute to visualization, but depending on the project participants' needs, for example, computer vision or language models may become relevant to discuss based on current research. For project participants who currently only work with commercial AI services aimed at consumers, we hope that this can contribute to broadening their understanding of the AI field and its possibilities.
We welcome collaborations with various actors - from educational institutions, business, public sector, and other organizations to freelance designers and technology developers. Please contact us if you are interested in participating.
We continuously publish material on our website and through our social channels. You can also subscribe to our project newsletter for regular updates.
Project details
Participating organizations:
- Public sector partners: Borås Ink, Film i Väst, dialogue partner Borås Science Park.
- Academic partners: University of Gothenburg/Business and Design Lab, Chalmers University of Technology, Blekinge Institute of Technology.
- Industry partners: SMEs connected to Public Sector facilitating structures, Tengbom, Cliff Design, dialogue partner Wingårdhs.
Project period: May 2025 - April 2027
Total project budget: MSEK 5.54
Funding: This project is co-funded by Västra Götalandsregionen, the European Regional Development Fund through the Swedish Agency for Economic and Regional Growth (Tillväxtverket), as well as the project partners.
For further questions or opportunities to engage with the project, feel free to reach out.
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