We will be partnering with digital innovation agency, Make Sense Of It to create the UK’s first AI platform designed to support heritage organisations with marketing and audience development.

Currently named, ‘Goose’, the platform will provide heritage organisations of all sizes with an AI-powered 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 four home nations. This will include Carlisle Cathedral, Tŷ Pawb in Wrexham and Northern Ireland Screen.

Unlike generic AI tools, Goose will be built from the ground up for heritage professionals and volunteers. It will learn from each user’s experience to build a platform which is shaped by the collective knowledge of the heritage workforce. This co-creation element will ensure Goose provides tailored and trusted support that evolves with the sector’s needs. This includes providing support to grassroots organisations that often lack dedicated marketing resources and knowledge.

The project has been made possible by The National Lottery Heritage Fund as part of the Grow phase of their Heritage Innovation Fund. The Heritage Innovation Fund is delivered in partnership with the Young Foundation and supports organisations to explore, test and grow new ways of working across the heritage workforce. The AMA has received a grant of £249,951 to create the creation of a minimum viable product scheduled to begin beta testing in Autumn 2025 with a launch in early 2026.

AMA CEO and project lead, Cath Hume says: “Goose will bring a transformative change to how the heritage sector collaborates. A sector fuelled by inspiring dedication, but often short of time and the means to connect with new audiences.

Cath continues: “Goose 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. 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.

Thanks to The National Lottery Heritage Fund and National Lottery players for supporting AMA to develop the platform.”

Make Sense Of It, an agency specialising in digital solutions for charities and non-profits, will lead the technical development, working closely with heritage professionals throughout the design and build process.

Co-founder of Make Sense Of It, Edd Baldry says: “Heritage organisations are rich in expertise, knowledge – and passion. But they are often low on the marketing skills and resources urgently needed to increase visitor numbers and boost revenue.

He continues: “The relentless pace of change in marketing makes it even harder for small organisations to keep up – creating more barriers to reaching potential audiences. Rather than asking already stretched teams to become marketing specialists, we’re excited to use AI innovation capabilities to give teams practical marketing assistance to translate their passion into audience engagement. Heritage professionals bring their incredible knowledge
and subject matter expertise, the system supports with planning and execution of effective marketing, and more people get to experience the benefits of our cultural heritage.

“Make Sense Of It is really excited to work alongside the Arts Marketing Association and heritage professionals to shape 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.”

George Stanley-Jones, Head of Innovation and Partnerships at The National Lottery Heritage Fund, added: “The heritage workforce plays a vital role in connecting heritage organisations with their communities. Thanks to National Lottery players, we are delighted to support this groundbreaking project that looks to strengthen collaboration and how organisations share their remarkable stories with new audiences.”

---

Heritage organisations interested in participating in the co-design process or beta testing can express their interest by emailing Goose’s Innovation Lead, Carol Jones: carol@a-m-a.co.uk

You can find out more about the Heritage Innovation Fund and the other organisations taking part by visiting The National Lottery Heritage Fund’s website:
Read more about the Heritage Innovation Fund.