Trend-Watching: Radical Innovations in Creative Industries and Artistic Practices
The rapid development of technology, the adaptation of business processes to new economic realities, and changing audience demands require professionals in the creative industries to keep up with current trends and be flexible in their approach to projects. Between April and May 2025, the Institute for Creative Industries Development (ICID) at the HSE Faculty of Creative Industries conducted a trend study within the creative sector.
Over 300 leading professionals representing a range of creative industries took part in the study. Experts were asked to forecast key trends, radical innovations, and developments likely to emerge in the creative industries and the broader sphere of artistic practice over the next three years.
How exactly will the creative economy change under the influence of new technologies and trends? Survey results provide a clear picture of the main directions of this transformation.
Technological Trends in the Creative Industries:
The active integration of artificial intelligence (AI) across all creative industries—from content generation in advertising to assisting composers in creating music
Neurotechnology and wearable devices that read bodily metrics and enable new forms of interaction are becoming central to the development of interactive media and music; this includes the rise of cognitive, neuro-adaptive predictive wearables
Metaverses, mixed reality (MR), and augmented reality (AR) are being used as tools to embed brands into digital environments; creative projects are increasingly integrated with the Internet of Things (IoT)
Changing Approaches to Creativity:
A shift away from formulaic solutions towards experimental approaches
Personalisation and interactivity are becoming the norm—from tailored event experiences to deeply personalised content in advertising
The automation of routine processes frees up more time for creative work
Gamification is becoming a standard mode of project delivery
Financial Evaluation of Creative Output:
Data and metrics are being used to assess the financial value of creative work. Big data enables fairer valuation and pricing based on the creative product’s usefulness to the end consumer—for example, by analysing audience reactions in interactive media
The marketplace model is transforming creativity by establishing new pricing mechanisms and methods of distribution for creative products
Education and Research:
The convergence of different scientific disciplines and the representation of interdisciplinary toolkits
The emergence of new formats such as Practice as Research
The further convergence of science, art and education, grounded in the innovative principles of open science
The digitalisation of science and the development of electronic academic journals are creating new ways of disseminating knowledge—including the establishment of creative digital platforms and the creation of repositories of high-quality metadata
The spread of scientific knowledge on Open Access platforms
The emergence of neural network-based pedagogical simulacra
Social and cultural changes:
The segmentation of audiences into smaller communities calls for more narrowly targeted creative strategies
The elitisation of live events (concerts, exhibitions) is accompanied by the growth of communities and user-generated content (UGC)
Greater emphasis is being placed on individual experience for participants and spectators, alongside the development of event interactivity
Irina Sakhno
‘A key focus of our HSE University Journal of Art & Design is the study of the latest theories in art and design practice. In the coming years, new formats for Practice as Research, where practising artists join academia, will shape innovative publishing strategies for journals in the field of art and design,’ said Irina Sakhno, Professor at the HSE Art & Design School and Chief Editor of the HSE University Journal of Art & Design.
Elena Ermakovishna
‘Artificial intelligence will assist in handling routine tasks, giving people more time for creativity. In the fashion industry, AI will be widely used in the production of collection campaigns,’ shared Elena Ermakovishna, Head of the HSE CREATIVE HUB, lecturer at the HSE Art & Design School, cultural event producer, art historian, and designer.
Evgeniya Evpak
‘In music, we are seeing the elitisation of live concerts and a growing focus on artists’ work in building communities of like-minded people. There is also a trend towards the recursive mythologisation of musical narratives, with new transmedia branches developing from fan fiction and UGC (user-generated content),’ explained Evgeniya Evpak, composer, music innovation historian, and music industry researcher.
Aleksandr Baru
‘Storytelling will become the foundation of advertising,’ said Aleksandr Baru, lecturer in design thinking and marketing at the HSE University Art & Design School.
Experts believe that the creative industries are undergoing a radical transformation due to the influence of new technologies. This change will require flexibility from both professionals and institutions, as well as a rethinking of traditional business models.
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