Interactive technologies are at the centre of developing a more human centric internet and are highly important for the cultural and creative industries.

Technologies such as augmented (AR) and virtual reality (VR) are going to transform the ways in which people interact and share information on the internet and beyond.

This will impact European industries ranging from the cultural to manufacturing, healthcare to education and open up many new business opportunities.

To benefit from the technological advances and the changes they bring to society, internet users will need improved information access and more natural ways to use these new technologies.

Speech and vision perception, wearable technologies, haptics, audio and video rendering and even brain–computer interfaces will be used to develop new interaction systems and improve user experience.

EU funding

Between 2014-2020, European Commisson’s budget for projects supporting the creative industries is EUR 98,4 million through the LEIT part of the Horizon 2020 programme. Projects dealing with various aspects of cultural and creative industries have received funding. Among these are projects connected to fashion industry, architecture, media and games.

An important section of Horizon2020 is the Societal Challenges 6, supporting inclusive, innovative and reflective societies. It has a budget of around EUR 40 million for funding innovation projects in advanced 3D modelling, access to and reuse of digital cultural heritage, virtual museums and social platforms on European digital heritage.

Focus on interactive technologies will continue in Horizon Europe, the next EU research and innovation programme for 2020-2027. There will also be an increased emphasis on human-machine interaction under the Next Generation Internet initiative.

Open call for proposals:

  • The next action, call ICT-25-2018-2020 Interactive Technologies will result in a unique access point for innovators, SMEs and industrial companies interested in using European interactive technologies in developing their products and services. Budget: EUR 23 million.

Previous calls for proposals: