Beyond the Spotlight: Co-Designing AI for Theatre Audience Communication

Theatres and concert halls play a crucial role within the performing arts, where managerial and administrative staff are essential to bringing live performances to audiences. Existing AI research has focused on artistic creation, but less attention has been paid to the purposeful design of AI systems that support organisational practices. This paper addresses this gap by identifying the needs, challenges and opportunities for AI integration into everyday workflows, forming the basis for design principles to guide the architecturing, training, and deployment of AI systems that empower staff, rather than replace them. This is explored through a co-design workshop with theatre marketing and communication professionals. Through reflections of the themes explored in the workshop and by following the guiding principles, this paper presents examples of implementation of AI systems that could be adopted, offering concrete directions for developing AI that benefits the cultural sector.