11th Jun 2025
DMA CEO Rachel Aldighieri Welcomes Edinburgh Exoscale Computer Funding
The UK Government has announced that Edinburgh will host the country's new national supercomputer, backed by a landmark £750 million investment-an initiative warmly welcomed by the Data & Marketing Association (DMA) as a transformative step for Scotland's data-driven industries. Having previously cancelled the project upon entering government, Keir Starmer's pivot to the AI economy has inspired a rethink.
Rachel Aldighieri, CEO of the DMA, hailed the announcement as a turning point:
“This investment places Scotland at the heart of the UK's future-facing data and AI infrastructure. The new national supercomputer will not only drive cutting-edge research and development but will also provide a powerful platform for innovation across the data and marketing sectors.”
Named AI Research Resource (AIRR), the supercomputer will be developed and housed at the University of Edinburgh, under the guidance of EPCC, the UK's leading centre for high-performance computing. AIRR is designed to support rapid advancements in artificial intelligence by providing unprecedented computing power to researchers, businesses, and institutions. Capable of processing vast datasets at record speeds, it will accelerate AI model training and enable data-intensive applications across sectors including healthcare, climate science, and creative technology.
AIRR is one of the most advanced machines ever built in the UK. Once operational, it will underpin the work of the newly established UK AI Safety Institute, supporting its mission to develop safe and trustworthy AI technologies. Its capabilities include high-speed simulations, real-time data modelling, and the processing of multimodal data-technologies that are increasingly vital for modern marketers working with rich, complex data streams.
For Scotland's marketing and creative industries, the implications are profound. With AIRR on their doorstep, agencies and data-led businesses will be uniquely positioned to explore AI-powered insights, predictive analytics, and new tools for audience engagement. The proximity of such infrastructure can also spark new public-private collaborations and unlock opportunities for upskilling and talent development.
The DMA has long championed the responsible and innovative use of data, particularly in Scotland through its Value of Data programme. Since 2021, this initiative has brought together academia, business leaders, and policymakers to measure and unlock the economic and societal value of data.
“This announcement underscores what we at the DMA have believed for years: that Scotland is uniquely placed to lead in data innovation. We look forward to working with our members and partners across Scotland to go further and faster in seizing the opportunities presented by AI and advanced data technologies, supported by this world-class infrastructure.”
The DMA will continue its efforts to support the sector with a programme of events, research, and advocacy, ensuring that Scotland's data and marketing community remains a global leader in responsible, future-facing innovation.
As the UK moves to become a world leader in safe and powerful AI, Edinburgh's new supercomputer marks more than an investment in infrastructure-it signals a new era for data-driven industries, and a golden opportunity for the marketing sector to harness AI responsibly and creatively.
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