Digital technologies are radically transforming our work environments and demand for skills.

Creative work is severely affected by this technology shift because, as detailed in the 2019 Skill Gap Report from the Department for Culture, Media and Sport, it is a “hotspot for new digital skills”.

However, despite adult workers being continually urged to “reskill”, there is no generalisable approach to this problem, given the extreme individuality of the process. Developing individualised reskilling strategies is thus a crucial challenge in this time of rapid technological change and labour market transformation.

This Innovation Fund project aims to measure changes in the digital skill composition of the UK’s creative service sector and estimate the need for opportunities for individualised digital reskilling.  It will estimate the potential impact of an increase in such opportunities in terms of wage increases and career progress in the sector.

Research questions

  1. Do skill compositions explain changes in job conditions, such as wages and career prospects?
  2. If skill compositions determine job conditions, which reskilling recommendations could be derived from this finding for the creative industry?


Secondary analysis of data on remote freelancers in the creative industry, gathered between 2013 and 2021 via the ERC-funded iLabour Project with the Oxford Internet Institute at the University of Oxford.


Principal Investigator: Dr Fabian Stephany (Oxford Internet Institute)

Co-investigator: Professor Vili Lehdonvirta (Oxford Internet Institute)

Further Reading

Project’s webpage