AI is everywhere and moving fast but understanding hasn’t kept pace. Cultural marketing and visitor engagement professionals are now making daily decisions about ethics, environmental impact, copyright, and representation, often without clear guidance. These choices shape what we publish and how we connect with audiences.

For the GLAM sector, these aren’t optional extras. They are core to cultural responsibility. We risk flattening context or amplifying bias if we’re not paying attention. The energy cost of these tools challenges our sustainability goals. Copyright and IP raise new questions about consent, reuse and ownership. Handing creative or editorial judgement to AI can undermine professional agency and institutional voice.

This workshop helps participants regain clarity and control. It offers practical tools to support intentional, values-led use of AI, rooted in your role, audience and purpose.

We’ll work through real scenarios with hands-on exercises. This isn’t technical training. It’s about judgement, ethics and the risks we can’t ignore. You’ll leave with practical strategies and tools you can use and share with your team.

The workshop will explore:

• Framing AI literacy as cultural responsibility
• Introducing the human-first framework, a structured approach to values-led prompting
• Ethical prompting in action
• Enivronmental responsibility in prompting
• Team-based AI poliy reflection

Learning outcomes

Participants will:

• Use a clear, structured framework for values-based prompting
• Spot hidden risks in everyday AI use
• Understand how generative models behave and why it matters
• Interrogate outputs for fairness, originality, tone, and fit
• Apply micro-workflow techniques to improve outcomes and reduce harm
• Start building team or organisational practices that support ethical use

Who this is for

GLAM professionals working in content, digital, learning, engagement or communications. Also useful for AI champions, policy leads, and educators in cultural and digital humanities.

About the author

Paul is Head of Digital Research and Development at the Arts Marketing Association. He specialises in ethical, strategic use of AI across the cultural and non-profit sectors. His work focuses on critical practice that supports ethical and responsible use of AI. He has developed prompting frameworks, trained national networks and advised on responsible AI policy grounded in practice.