Generative Models are AI models that can generate data. Recently researchers have shown that by training these models on large amounts of data (text data from the internet and images) these models learn to understand the regularities of our text and image world so well that they can generate responses to questions and create new images with surprising fidelity. This heralds a new era in which computers can assist humans to carry out tasks more efficiently than ever with significant opportunities for society, science and industry. However, these advances need significant research still -- how to make them train efficiently on different problems, how to understand their reliability and adherence to ethical norms.

The Centre's themes align with the 'Towards A Data Driven Future' and 'Enabling Intelligence' priority areas, meeting the needs identified by UKRI to provide a highly skilled - and in demand - workforce focused on ensuring positive, human-centred benefits accrued from innovations in data driven and intelligence-based systems. The Centre has a distinct and methodologically challenging "people-first" perspective: unlike an application-orientated approach (where techniques are applied to neatly or simplistically defined problems, sometimes called "solutionism"), this lens will ensure that intense, multi-faceted and iterative explorations of the needs, capabilities and values of people, and wider societal views, challenge and disrupt computational science. In a world of big data and artificial intelligence, the precious smallness of real individuals with their values and aspirations are easily overlooked. Even though the impact of data-driven approaches and intelligence are only beginning to be felt at a human scale, there are already signs of concern over what these will mean for life, with governments and others worldwide addressing implications for education, jobs, safety and indeed even what is unique in being human. Sociologists, economists and policy makers of course have a role in ensuring positive outcomes for people and society of data-driven and intelligence systems; but, computational scientists have a pivotal duty too. Our viewpoint, then, will always see the human as a first-class citizen in the future physical-digital world, not perceiving themselves as outwitted, devalued or marginalised by the expanding capabilities of machine computation, automation and communication. Swansea and the wider region of Wales is a place and community where new understandings of data science and machine intelligence are being formed within four challenging contexts defined in the Internet Coast City Deal: Life Science and Well-being; Smart Manufacturing; Smart and Sustainable Energy; and Economic Acceleration. Studies commissioned by the City Deal and BEIS evidence the science and innovation strengths in Swansea and region in these areas and indicate how transformational investments in these areas will be for the region and the UK. Our Centre will, then, immerse cohorts in these contexts to challenge them methodologically and scientifically. The use of data-driven and intelligence systems in each of the four contexts gives rise to security, privacy and wider ethical, legal, governance and regulatory issues and our Centre also has a cross-cutting theme to train students to understand, accommodate and shape current and future developments in these regards. Cohort members will work to consider how the Centre's challenge themes direct and drive their thinking about data and intelligence, benefitting from both the multidisciplinary team that have built strong research agendas and connections with each of the contexts and the rich set of stakeholders that are our Centre has assembled. Importantly, a process of pivoting between challenge themes will be applied: insights, methods and challenges from one theme and its research projects will be tested and extended in others with the aim of enriching all. These, along with several other mechanisms (such as intra- and inter-cohort sandpits and side projects) are designed to develop a powerful bonding and shaping "cohort effect". The need for and value of our Centre is evidenced by substantial external industrial investment we have have secured: £1,750,000 of cash and £4,136,050 in-kind (total:£5,886,050). These partners and stakeholders have helped create the vision and detail of the proposal and include: Vint Cerf ("father of the internet" and Vice President of Google); NHS; Pfizer; Tata Steel; Ford; QinetiQ; McAfee; Ordnance Survey; Facebook; IBM; Microsoft; Fujitsu; Worshipful Company of IT Spiritual and Ethical Panel; and, Vicki Hanson (CEO, Association of Computing Machinery).