AI Platform Goose Set to Transform UK Heritage Marketing

An innovative new platform powered by artificial intelligence is on the horizon, promising to transform how heritage organizations approach marketing and audience development. Known as 'Goose,' this tool is set to launch in early 2026, with a beta roll-out planned for this autumn.

Bridging the Marketing Skills Gap with AI

Goose is being specifically designed to address a critical marketing skills gap within the heritage sector. Once complete, the platform will act as an always-on AI mentor, coach, and virtual colleague. The goal is to provide heritage organizations, regardless of their size or budget, with constant access to expert marketing support, helping them navigate the complexities of modern audience engagement.

A Collaborative Effort Backed by Heritage Funding

This forward-thinking project is a partnership between the Arts Marketing Association (AMA) and the digital innovation agency, Make Sense Of It. The development has been bolstered by a significant grant of £249,951 from the National Lottery Heritage Fund, awarded through the Grow phase of its Heritage Innovation Fund.

Crucially, the team is avoiding a one-size-fits-all approach. Instead of developing a generic AI tool, Goose is being co-designed directly with the heritage sector. This ensures the advice it provides will be shaped by the "collective knowledge of the heritage workforce," making it a truly bespoke solution.

Democratizing Expertise for All Heritage Sites

Cath Hume, chief executive of the AMA, emphasized the platform's core mission. “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,” she said. “This project isn’t about imposing technology: it’s about empowering heritage professionals to shape how AI can best serve their audience development needs.”

Edd Baldry, co-founder of Make Sense Of It, added that the tool is designed to ease the burden on smaller teams. “The relentless pace of change in marketing makes it even harder for small organisations to keep up,” he noted. “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.”

The project is also guided by an expert steering group, including Trish Thomas, head of digital innovation at London Museum, and Daniel Rowles, CEO of Target Internet.

Get Involved in Shaping the Future

Heritage organizations are invited to play a key role in the platform's development. If you are interested in participating in the co-design process or the upcoming beta testing, you can express your interest by emailing Goose’s Innovation Lead, Carol Jones, at carol@a-m-a.co.uk.