Lucinda Everett’s recent Guardian piece captures something remarkable: last year saw more than 30 million theatre visits in the UK — the equivalent of half the population stepping into a live performance. In an age of endless digital noise, that figure speaks volumes.

Theatre has always thrived on what only it can deliver: the presence of actors, the electricity of an audience, the unpredictability of live performance. It’s proof that when people are searching for connection, meaning, and authenticity, they still turn to stories told in the room.

Digital tools have their place in the paintbox — whether in design, accessibility, or efficiency — but they’re not the reason people keep coming back. The draw is the craft, the shared emotion, the sense that what happens on stage is unique to that night, that audience, that moment.

For cultural leaders, the opportunity is not to get distracted by the novelty of AI, but to double down on the essence of live experience — while using digital as a supportive layer, not a substitute.

At Whitewall, we believe the future of creativity is not about replacing the real, but celebrating it. And as 30 million theatre visits prove, the appetite for “IRL” has never been stronger.

https://www.theguardian.com/culture/2025/sep/12/the-guide-uk-theatre-ai