Innovate UK is organising a Global Business Innovation Programme with the USA focused on Audience of the Future to help ambitious British businesses build collaborations and partnerships with the largest economic market on the planet.

This programme is designed to showcase innovative UK businesses to the US market and help build relationships with partners in the region. The fully-funded programme consists of a preparation phase in the UK, a 6-day visit to San Francisco & SXSW in Austin, and subsequent follow-up support to help your business accelerate growth.

Discover what's in store by watching the highlights from our Global Business Innovation Programme to Israel in March 2019 - female-led Artificial Intelligence & Data businesses:


Audience of the Future

Audience of the Future (AotF) is a programme funded under Wave 2 of the UK Government’s Industrial Strategy Challenge Fund. New immersive technologies such as virtual, augmented and mixed reality are changing how we experience the world around us – including entertainment, sports, museums, shops and classrooms. They will fundamentally change products and services in the next 20 years, and transform how we experience the world. This presents the UK Creative Industries with a unique opportunity for significant additional growth.

San Francisco & SXSW

San Francisco is home to cutting-edge technology companies, innovation hubs, and academic institutions. This first leg of the visit will allow you to develop partnerships and working relationships with business and institutions in the region.

South By Southwest (SXSW) is best known for its conference and festivals that celebrate the convergence of the interactive, film, and music industries. With thousands of delegates coming from over 100 countries, SXSW will be the opportunity to meet and network with key stakeholders from the creative industry.

Benefits of the Programme

  • Get a better understanding of the challenges and opportunities in doing business in the US
  • Improve your company pitches for international partners and investors
  • Attend a 6-day visit (excluding travel days) with fully funded flights, accommodation, in-market activities and participate in SXSW
  • Meet with businesses, innovation hubs, academic institutions and other key stakeholders to gain market knowledge, industry insights and build potential innovation partnerships

Access structured support

Companies will work with a designated advisor over the three-phase programme:

  1. Getting ready for the market: Pre-visit and in-country briefings providing market information, advice on how to do business in the US and training on how to improve your pitch, articulate your value proposition and how to protect your IP.
  2. Visiting the market: Exclusive access to the US market and the opportunity to meet key companies and research organisations, with targeted, pre-arranged meetings at organised matchmaking events. 
  3. Exploiting the opportunity: Companies will be given bespoke 1-2-1 support from an adviser to help develop and implement an action plan to fully leverage the opportunities identified.


£500 deposit (incl. VAT), fully refundable to participating delegates.
Please note non-attendance after formal acceptance may result in forfeiting all or part of this deposit. No deposit is required at the time of your application. You will be sent a link to pay your deposit in order to confirm your place once you have been formally accepted on the programme.

Who should apply?

UK registered, small and medium sized enterprises who are working with Immersive Technology, such as Augmented Reality, Virtual Reality, Haptics, advanced Visualisations and other sensory interfaces.

Key Dates

Visit Dates: 12-17 March 2020 (excluding travel)
Deadline for Applications: 11 December 2019
Pre-visit Briefing: 11 February 2020
Post-visit briefing: June 2020

How to apply

Applications will open soon.
To register your interest and be informed when applications are opened, please email

Enterprise Europe Network at Newable Events team

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