ADAPT’s research vision is to pioneer new forms of proactive, scalable, and integrated AI-driven Digital Media Technology that empower individuals and society to engage in digital experiences with control, inclusion, and accountability with the long-term goal of a balanced digital society by 2030. ADAPT is pioneering new Human Centric AI techniques and technologies including personalisation, natural language processing, data analytics, intelligent machine translation human-computer interaction, as well as setting the standards for data governance, privacy, and ethics for digital content. ADAPT’s breakthrough technologies and research applications in  Media Interaction, Digital Humanities, Health, Data governance, and Fintech are being applied across multiple Industry domains, expertly facilitated through the ADAPT Design & Innovation Lab (dLab) to deliver product and service innovation.  ADAPT’s international research leadership, research excellence, industry collaborations,  multidisciplinary outlook, strategic national position and the opportunities arising from its scale, make our researchers highly sought after for collaboration and highly competitive in international funding programmes and has competitively won over 40 European Research Projects.

The ADAPT Centre utilises an interdisciplinary ethos to advance and propel learning and research, incorporating leading experts from the complementary fields of, Social Sciences, Communications, Commerce/Fintech, Ethics, Law, Health, Environment, and Sustainability.