As part of the CreaTech project, a recent session at University of Bedfordshire Business School invited students to critically rethink what creativity and innovation truly mean for entrepreneurship today. 

What emerged was a powerful insight that innovation does not happen in isolation. Sustainable entrepreneurial success depends on socially embedded and supportive entrepreneurial ecosystems, networks of people, institutions, cultures, and technologies that enable ideas to scale responsibly. Creativity, we realised, is not just an individual capability; it’s a collective, systemic outcome. The conversation then moved where it must move today to responsible AI in entrepreneurship and the critical role of education and training in ensuring AI is used ethically, inclusively, and with societal impact in mind. Without this foundation, innovation becomes risk, not progress.

We are deeply grateful to all participants for bringing intellectual courage, critical thinking, and creative energy into the room. The models they created told stories far richer than words alone could capture. And special thanks to Maryam Khodaviren for her invaluable support in making this session happen whose contribution made a real difference.