Museums And Archives

#Grow Goose – Upskilling the Heritage Sector at Scale

The AMA's vision centres on keeping audiences at the heart of heritage through skills development. To support this, we aim to develop Goose, an AI-powered tool developed throughout the Test phase. Goose is co-designed to facilitate knowledge sharing and co-learning among heritage workers. It addresses key sector challenges identified in our Explore/Test research: time and resource constraints; professional isolation; technological adaptation; essential soft skills; ability to grow and diversify audiences. Goose will upskill the heritage sector at scale, focusing on areas that hinder organisations connecting with local communities and increasing organisational resilience. It will enhance skills that foster all four Heritage Fund investment principles and empower the cascading of key skills. By addressing these challenges, Goose supports the development of crucial skills in audience engagement, creative thinking and adapting to change. The legacy is to create a more skilled, connected, resilient workforce able to meet existing and new challenges.