Making the Most of Goose
Goose has been built for heritage, by heritage. It’s a specialist AI assistant designed to transform heritage professionals’ deep knowledge into compelling marketing, audience development and fundraising. Goose understands our heritage world – from seasonal visitor patterns to Heritage Fund priorities, from volunteer management to community engagement. It’s your thinking partner, available 24/7.
We’re looking for 100 people from the across the UK heritage sector to use the first release of Goose in their work from the end of January 2026 through to March 2026.
We know AI-powered tools can feel daunting. That’s why we’re offering free online sessions, which will guide you through using Goose ethically and effectively, whatever your current confidence level. Whether you’re an AI sceptic or superuser, Goose will meet you where you are. As a first release user you will have:
- Three 2-hour free online sessions to learn how to maximise Goose in your marketing, audience development and fundraising work
- Exclusive early access to Goose from late January 2026
- The opportunity to shape Goose by contributing your expertise to Goose’s ‘peer pond’ – helping colleagues across the sector while you work
- Direct influence on features and developments based on your real-world needs
From solo challenges to shared solutions
As one of Goose’s 100 first release users, you’ll be shaping how AI serves the entire heritage sector. Every question you ask, every challenge you solve, every success you share makes Goose smarter for everyone. Your challenges become someone else’s solution through our growing peer pond – where anonymised insights from across the sector create a living library of heritage wisdom.
The co-creator commitment: Join us for all three sessions to experience the full journey from first click to sector leadership. Miss a session? Catch up through our recordings, but the live collaboration is where the magic happens.
These aren’t traditional training sessions. They’re collaborative workshops where:
- No question is too basic
- You’ll solve real challenges while contributing to collective knowledge
- You’ll learn and share simultaneously
- Your individual experience and expertise transforms into sector-wide resources
- We prove that AI doesn’t replace heritage professionals – it amplifies our impact
Remember: Goose already understands your challenges: from limited budgets to diverse audiences, from balancing preservation with accessibility to volunteer-dependent operations, from complex funding landscapes to the challenge of making often centuries-old stories relevant to modern audiences.
Now Goose is ready to learn from you.
If you have any access requirements for these online sessions, which will take place on Zoom, please contact Sophie@a-m-a.co.uk.
Making the Most of Goose
Across three two-hour online sessions, learn how you can maximise Goose for your marketing, audience development and fundraising work.
Session 1: Getting Started with Goose – Your Complete Guide
10.30am-12.30pm, Thursday 5 February 2026
Session 2: Bring your challenge Lab
10.30am-12.30pm, Thursday 12 February 2026
Session 3: Advanced Strategies Lab
10.30am-12.30pm, Thursday 19 February 2026
Session 1: Getting Started with Goose – Your Complete Guide
Your guided tour to Heritage’s AI Thinking Partner
10.30am-12.30pm, Thursday 5 February 2026
In this hands-on session you will learn to:
- Navigate Goose like a pro: From first login to advanced features
- Meet your thinking partners: Digital Marketing Manager, Community Engagement Manager, Fundraising Manager and more – all trained on heritage realities
- Real stories, real impact: Hear from beta testers who’ve already transformed their work
- Create your first project: Leave with actual content you can use tomorrow
Special guest co-creators will share:
- How they used Goose to write successful funding applications
- Creating social media campaigns that actually engage local communities
- Turning historical archives into compelling visitor stories
Perfect for: Anyone ready to work smarter, not harder. No AI experience needed.
Session 2: Bring your challenge Lab
Transform your toughest task into shared heritage wisdom
10.30am-12.30pm, Thursday 12 February 2026
Got a marketing headache? Visitor challenge? Funding puzzle? Bring it. Let’s solve it together while building heritage’s knowledge bank.
This collaborative workshop:
- Your challenge, solved live: Work through real problems with Goose and peers
- Contribute to the peer pond: Your solution helps someone facing the same issue tomorrow
- Learn the interview technique: Capture your expertise in minutes, share it forever
- Cross-pollinate ideas: See how castles, museums, and wetlands tackle similar challenges differently
By the session end, you’ll have:
- Solutions to your immediate challenge
- Made your first peer pond contribution (anonymously)
- Connected with heritage professionals facing similar issues
- Helped build the resource every heritage organisation needs
Bring: Your thorniest marketing/audience/fundraising challenge.
Leave: With solutions and the satisfaction of helping others.
Session 3: Advanced Strategies Lab
From individual wins to sector-wide impact
10.30am-12.30pm, Thursday 19 February 2026
You’ve got to grips with Goose. You’ve solved challenges. Now let’s think bigger – how can your innovations reshape heritage marketing across the UK?
This strategic session explores:
- Pattern recognition: What are we collectively struggling with? What’s working?
- Peer pond deep dive: Mining insights from our growing collective intelligence
- Advanced Goose techniques: Custom thinking partners, complex campaigns, multi-channel strategies
- Cascade training: Take Goose back to your team/volunteers
- Shape the future: Your input drives March’s full launch features
Special focus: Building sustainable practices that outlast individual roles – because heritage knowledge shouldn’t leave when people do.
Any questions?
Please contact our Carol Jones, Editor, AMAculturehive and Grow Innovation Lead, she’ll be happy to help: carol@a-m-a.co.uk
