Sheffield firm helps put region on global AI map

An all-female Sheffield company is putting South Yorkshire on the global artificial intelligence map after completing a major international project spanning six countries.

Kelham Island-based Cultura Creative captured more than 400,000 images across 11 cities in just three months as part of a commission to create visual datasets used to train AI and machine learning systems.

The independent creative technology company coordinates international still photography and 4K video productions from its Sheffield headquarters, with a focus on creating representative and ethically produced data.

The approach is designed to create datasets that better reflect different people and communities, helping AI systems perform more accurately while reducing the potential for bias.

Productions include carefully managed shoots, informed participation and documented permissions, with Cultura’s latest project further strengthening its growing international client base.

The company was founded by Sheffield-born entrepreneur Christina Vaughan, who previously established global image library Image Source, which grew to have offices in London, Cologne, New York and Los Angeles.

She has since turned her attention to the growing demand for high-quality and representative data as AI adoption accelerates globally.

Christina said: “Artificial intelligence is only ever as good as the data it learns from. 

“If that data isn’t representative of society, AI systems can unintentionally reinforce bias and exclusion.”

Christina adds that Cultura’s South Yorkshire base is an advantage as the region builds on its strengths in advanced manufacturing, robotics, health technology and digital innovation, demonstrating its growing role in global AI development.

She added: “South Yorkshire has the talent, universities and entrepreneurial spirit to become a globally recognised centre for ethical AI innovation. 

“We’re proving that world-class AI infrastructure doesn’t have to be built in Silicon Valley – it can be created here in Sheffield while working with partners across the world.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.