The need for new business models to monetise output is currently one of the greatest challenges to the development and support of creative talent in the UK. Although the creative idea does not in itself rely on technology directly, increasingly technology plays a significant role, whether in helping to communicate a complex idea (e.g. 3D visualisation in architecture) or assisting in the creation of bespoke or co-created consumer products. Features and capabilities offered by a particular technology can be the creative springboard for new services or experiences (3G - and GPS-enabled mobile phones are driving the emergence of location aware and mobile applications).

Technology is also having a democratic impact on content production, enabling consumers to interact with, adding interpretation to professionally produced content as well as creating and sharing their own across digital platforms. (e.g. Flickr and YouTube).