While institutions are understandably investing in products such as the metaverse and generative AI, this should not be to the exclusion of novel and emerging technologies, which are enabling artists to innovate and attract audiences. In order to encourage a rich and diverse cultural and creative technology ecosystem, the Government and its arm’s-length bodies should ensure support for the creative industries encourages artists to push the boundaries of creativity and technology and is not limited to following the narrow interests of the tech sector. Cultural institutions should be encouraged and supported by the Government to invest in, present and preserve the results of creative technology.