The PhD scholarship is linked to the CreAIte research project. CreAIte (2025-2029) is a Norwegian Research Council funded research project led by BI Norwegian Business School in collaboration with Copenhagen Business School, Kristiania University College, and Universität Erlangen-Nürnberg. The project will explore how transformative technologies, in particular generative AI and virtual presence technologies, are placing a range of values at stake in the cultural and creative sector: aesthetic, ethical, economic, legal, social, and more.