Li Jiashan, a professor and the executive dean of the National Institute of Cultural Development (NICD) of Beijing International Studies University (BISU), was invited to attend the United Nations Conference on Trade and Development (UNCTAD) Multi-year Expert Meeting on Trade, Services, and Development (MYEM) in Geneva, Switzerland, from July 10 to 12. 

This year marks the 60th anniversary of UNCTAD. It was the first meeting themed "Trade in Creative Services" in UNCTAD's 60-year history. Li was the first Chinese expert to speak on the UNCTAD platform in the field of creative service trade. 

In her speech, Li emphasized how digital technology and AI are transforming the creative services industry based on practices and experiences in China. She pointed out that integrating creativity with technology is a global trend in the development of the creative industry. In China, this integration covers content creation, channels, platforms, operations and management, as well as the development of new business models such as "cultural content + platform + terminals" and "online + offline" services.

Citing data from National Bureau of Statistics of China, Li highlighted that the added value of creative services industry of China reached 3.5166 trillion yuan ($490 billion) in 2022, a 4.9 percent increase from the previous year.

She also shared examples of digital platforms boosting creative product transactions, and she discussed the emergence of new forms of creative services driven by AI and big data, particularly in digital marketing and advertising.

Li Jiashan, professor and executive dean of the National Institute of Cultural Development of Beijing International Studies University, delivers a speech on July 11.

Li speaks on digitalization and artificial intelligence in creative services on July 11.

During the Q&A session, she highlighted that AR headsets and other wearable smart cultural devices will become more affordable and comfortable. She also addressed participants' interests in digitizing the national intangible cultural heritage of China.

The participating experts highly agreed with Li and expressed a strong desire to visit China.

Representatives of the meeting take a group photo on July 11.

BISU established connections with global experts in the creative economy and relevant international organizations during the meeting.  

Experts from UNCTAD member states, and representatives of UNESCO, the WTO, ILO, WIPO and the World Economic Forum were also invited to speak on the meeting. 

UNCTAD representatives presented their latest work results on the three-day meeting, such as the informal working group's data on services, trade, and development policies, and "Creative Economy Outlook 2024", in which case studies related to China and research results contributed by the NICD were included.

At the meeting, experts exchanged views and practices on new and emerging issues related to creative services trade, focusing on trends in international trade in creative services and the impact of digitalization and AI on creative services, including opportunities, challenges and policy implications.