Culture, Creativity and Inclusive Society 2026

Europe’s rich cultural heritage and strong creative industries not only reflect our past but also shape our future. It is by building on this foundation and developing our strengths that we can face the great challenges of our time with confidence and shape a desirable common future. Europe's cultural heritage originates from the interaction between people and places through time and is constantly evolving^[1]. Every citizen has a right to engage with the cultural heritage of their choice, while respecting the rights and freedoms of others, as an aspect of the right to participate freely in cultural life^[2].

Europe’s diverse tangible and intangible cultural heritage and dynamic cultural and creative industries (CCIs) are strategic assets. They enrich our lives, foster social cohesion and societal resilience, and contribute to a sense of belonging. They underpin a growing economy that generates more employment than the automotive industry and a similar trade balance as food, drinks and tobacco combined. Many of Europe’s multinational companies build their international success on European heritage and creativity. At the same time, the sector is nurturing large numbers of dynamic small, medium (SMEs) and micro enterprises, creating employment not the least for young people, while deploying their creativity not only to generate income but also to contribute to social and cultural sustainability, wellbeing and to projecting European values at home and abroad. The cultural and creative industries are engines of innovation not only in themselves, but across the entire economy, thus contributing strongly to Europe’s overall competitiveness and future prosperity.

This destination adopts a people-centred perspective and places cultural heritage and the cultural and creative industries at the very heart of the European economy, its competitiveness and sustainability. R&I activities under this destination will be aligned with the main principles and objectives of the Culture Compass for Europe and support objectives such as circular and just fashion and textiles value-chains, social cohesion and resilience through arts, design and cultural practices and creative entrepreneurial ecosystems for regional development. R&I activities under this destination will support and strengthen European cultural heritage and cultural and creative industries essentially along the following lines:

Europe’s sustainable prosperity and competitiveness: To secure Europe’s future prosperity and competitiveness, it is necessary to unlock the innovative power of our cultural heritage and CCIs. The CCIs contribute strongly to drive innovation not only in themselves but also in other industries and economic sectors, shape new technologies and can contribute to user-driven innovation, open innovation and cross-sectoral innovation, in addition to their wider societal contributions such as to cultural wealth, social cohesion and resilience.

R&I actions under this area will focus on boosting the innovation-driving role of the CCIs, on creative startups, on the impact of artificial intelligence technologies on creativity and CCIs, while ensuring that new technologies are fairly deployed, along with the contributions of artistic intelligence and soft skills, boosting a circular economy and global partnerships in cultural policies and CCIs, among other things.

Supporting people, strengthening our societies and our social model: Cultural heritage, the arts and the CCIs have a crucial role to play for resilient and socially sustainable societies, shaping and strengthening the values that hold us together and give meaning and a sense of belonging.

R&I actions under this area will focus on boosting the role of culture, the arts and creative industries in contributing to well-being, to the social economy and in general the societal impact of cultural heritage. R&I actions will explore and strengthen the role of culture, heritage and CCIs in shaping the technologies of the future and focus on safeguarding intangible heritage and linguistic diversity, on sustainable cultural tourism and on countering illicit trafficking of cultural goods, among others.

Some actions funded under this Destination will need access to and/or generate data. Where appropriate, actions should leverage the data and services available through European Research Infrastructures federated under the European Open Science Cloud or included in the European Strategy Forum on Research Infrastructures (ESFRI) and the ESFRI roadmap, as well as data from relevant European Data Spaces. In particular, projects that produce data or digital tools of potential interest to cultural heritage institutions or researchers should, as appropriate, establish links to and/or consider integrating their results in the European Collaborative Cloud for Cultural Heritage (ECCCH)^[3].Particular efforts should be made to ensure that the data produced in the context of actions under this Destination is FAIR (Findable, Accessible, Interoperable and Re-usable).

The innovation ecosystems created and nurtured by the Knowledge and Innovation Communities (KICs) of the European Institute of Innovation and Technology (EIT), in particular the KIC “EIT Culture and Creativity”, may contribute to actions under this destination, and may as appropriate be considered by applicants. Furthermore, applicants are invited to consult funding opportunities in other parts of the Horizon Europe Work Programme, including for instance the funding opportunities for companies, high potential start-ups, entrepreneurs and innovative researchers offered under the European Innovation Council.

R&I actions under this Destination will help ensure Europe’s sustainable prosperity and competitiveness, support people, strengthening our societies and our social model, contribute to protecting our democracy, upholding our values and boosting a global Europe, leveraging our power and partnerships. They will contribute to reaching the UN Sustainable Development Goals and to building a stronger, more participatory and crisis-resilient society and economy. They will support the realisation of the full potential of cultural heritage, arts and cultural and creative industries as drivers of sustainable innovation and a European sense of belonging.

To maximise the impacts of R&I under this Destination in line with EU priorities, international cooperation is encouraged whenever relevant in the proposed topics.

Expected impact:

Proposals for topics under this Destination should set out a credible pathway to contributing to the following expected impact of the Horizon Europe Strategic Plan:

• The full potential of cultural heritage, arts and cultural and creative industries and sectors as drivers of both sustainable innovation and a European sense of belonging is realised through a continuous engagement with society, citizens and economic sectors.

[1] Council conclusions of 21 May 2014 on cultural heritage as a strategic resource for a sustainable Europe (2014/C 183/08) https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:52014XG0614(08)

[2] CETS 199 - Council of Europe Framework Convention on the Value of Cultural Heritage for Society (coe.int)

[3] See further for instance https://research-and-innovation.ec.europa.eu/research-area/social-sciences-and-humanities/cultural-heritage-and-cultural-and-creative-industries-ccis/cultural-heritage-cloud_en

Expected Outcome:

Projects should contribute to all of the following expected outcomes:

• Insights, recommendations, strategies, guidelines, methods and tools supporting full AI integration in CCSI practices become available to CCSI, policymakers, and stakeholders.
• Scenarios for co-created solutions tailored to CCSI needs, utilizing quality data and federated data sources, along with digital infrastructures, and inclusive cooperation processes, become available.
• Generally made available AI-powered and ethically designed solutions, tools and services in several CCSI areas benefit creators, cultural professionals, and society, including persons with disabilities and other specific needs, fostering innovative creative expressions and improving creative business models while preserving and enhancing cultural diversity, and inclusion.
• By mastering ethical and inclusive AI, CCSI are empowered drivers of culture, innovation, competitiveness and societal wellbeing.

Scope:

AI technologies are transformative, providing unprecedented opportunities for human creativity, experimentations and co-creations. AI profoundly impacts cultural and creative sectors and industries, changing practices, facilitating new ways of working and making innovative services and products possible. Artists, industry players, and cultural organisations increasingly use AI, for assistance in content creation, production, and management, to predict trends, personalise market content, engage audiences, enhance cultural heritage preservation and accessibility, and many more purposes.

Cultural and creative sectors and industries (CCSI)^[1] need to fully harness AI's potential to maintain relevance, expand their impact and value, increase competitiveness, and keep their vibrant, inclusive nature. Embracing and co-creating ethical AI solutions tailored to CCSI needs will, among other benefits, enable the automation of low-creativity tasks, allowing to increase focus on high-value activities that enhance creativity and productivity, thus unlocking unprecedented possibilities. Production times and costs can be reduced, market reach expanded, preservation, interpretation and inclusive access to cultural heritage enhanced, and new job categories could emerge.

Although several initiatives are on the ground, a comprehensive understanding of enabling frameworks and factors and of what is still lacking in terms of data, standards, infrastructures, computing power, tools, knowledge and capacity for the CCSI to fully embrace the opportunities opened by AI is essential for effectively integrating AI technologies into CCSI practices and workflows. Proposals should assess the current level of AI readiness in the CCSI, investigate the specific barriers to AI adoption in the sectors, and highlight areas where AI can offer the most benefits. In continuous engagement with the sectors, based on the analysis of current practices and through concrete use cases, proposals should produce strategic guidance to extensively and seamlessly integrate AI into CCSI operations, enhancing efficiencies, averting risks, and facilitating cross-sector collaboration. Based on this analysis, they should develop a set of tailored tools designed to address the specific gaps and leverage the opportunities uncovered during the assessment. These tools should be strategically aligned with the sector's needs, ensuring they provide targeted solutions to enhance AI adoption and maximize its potential benefits. They should be scalable, affordable for smaller, less-resourced CCSI actors and accompanied by related documentation and training materials and documentation.

Proposals should address one of the following two options, and are allowed to address both:

• Develop scalable pilots for innovative AI-enabled products and services across diverse segments of sectoral value chains, in cooperation with CCSI. These pilots are expected to address identified gaps in CCSI operations and prioritise solutions that catalyse innovation in sectors whose business models are not yet taking full advantage of AI. Applicants should have flexibility to select their preferred application areas.
• Design and pilot innovative, inclusive, ethically driven, transparent AI solutions to foster cultural and linguistic diversity, and enhance accessibility, with a focus on engaging individuals in vulnerable situations, particularly youth, older people, persons with disabilities and individuals with special needs. Applicants should have the flexibility to select their preferred application areas.

Pilots should aim at leveraging AI for facilitating new revenue streams for the CCSI, as well as sustainable business models, and will highlight marketable solutions.

Financial support to third parties may be foreseen, with the aim of engaging entities external to the consortium in the development of pilots.

Consortia should include representatives of the cultural and creative sectors and industries and technology developers.

Proposals should consider relevant policy initiatives, such as the AI Continent Action Plan^[2], and build upon existing research and innovation outcomes, particularly insights and resources from Horizon Europe-funded projects focused on digital transformation, innovation, or competitiveness in the CCSI, and science-technology-art collaboration, and should liaise with the EIT KIC Culture and Creativity. Whenever relevant, they might make use of existing facilities and platforms such as the European High-Performance-Computing network, the European Collaborative Cloud for Cultural Heritage (ECCCH), the Common European Data Space for Cultural Heritage, ALT EDIC and other data spaces, European Digital Innovation Hubs, AI Factories, and relevant research infrastructures.

[1] “CCSI relate to all sectors and industries whose activities are based on cultural values, cultural diversity and individual and/or collective artistic and other creative expressions, whether those activities are market or non-market oriented, whatever the type of structure that carries them out, and irrespective of how that structure is financed. Those activities include the development of skills and talent with the potential to generate innovation, the creation of wealth and jobs through the production of social and economic value, including from intellectual property management. Those activities relate also to the development, the production, the creation, the dissemination and the preservation of goods and services which embody cultural, artistic or other creative expressions, as well as related functions such as education and management. The cultural and creative sectors include, inter alia, architecture, archives, the arts, libraries and museums, artistic crafts, audiovisual (including film, television, software, video games, multimedia and recorded music), tangible and intangible cultural heritage, design, creativity-driven high-end industries and fashion, festivals, music, literature, performing arts (including theatre and dance), books and publishing (newspapers and magazines), radio and visual arts, and advertising” Decision (EU) 2021/820 of 20 May 2021 on the Strategic Innovation Agenda of the European Institute of Innovation and Technology (EIT) 2021-2027: Boosting the Innovation Talent and Capacity of Europe and repealing Decision No 1312/2013/EU, Appendix I, footnote nr. 26.

[2] Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions” AI Continent Action Plan” COM (2025) 165 final https://digital-strategy.ec.europa.eu/en/library/ai-continent-action-plan. Under the umbrella of the AI Continent Action Plan, the Apply AI strategy aims at boosting the use of AI in EU strategic industries, including the cultural and creative sectors. The AI Continent Action Plan also announces the preparation of a dedicated AI strategy for the cultural and creative sectors focused on ensuring that AI enables and reinforces human creativity and that it contributes to safeguarding European cultural and linguistic diversity.