Adam Waters, Director of AI Culture and Gaming
BFBS (British Forces Broadcasting Service) has appointed Adam Waters as Director of AI Culture and Gaming, where he will lead two strategic areas of the business, with a focus on gaming alongside the organisation’s AI capability and remains part of the senior leadership team.
In this new role, Adam will continue overseeing the growth of BFBS Esports as a core part of BFBS’ welfare and audience engagement offer, helping the organisation reach and connect with younger serving personnel.
Alongside this, he will further develop BFBS’ AI culture function into everyday working practices, supporting teams to build the skills and confidence needed to use new technologies effectively and securely.
Adam will also reshape the charitable arm of the BFBS Academy, bringing together AI and gaming to support veterans and serving personnel in developing the skills needed to access fast-growing sectors across technology and media.
The appointment reflects BFBS’ ambition to futureproof its services and evolve alongside the audience it serves, ensuring the organisation remains relevant and equipped for an ever-changing media landscape.
Adam steps into the role after co-founding and leading BFBS Creative, BFBS’ commercial agency, where he oversaw growth in creative capability and supported UK Defence and partners through strategic storytelling and audience connection.
Adam Waters, BFBS Director of AI Culture and Gaming said: “Gaming and esports continue to be one of the most effective ways we connect with younger serving personnel and support wellbeing. Alongside that, as AI continues to evolve across BFBS, my focus will be to help teams use it in a practical and productive way.”
Ben Chapman, BFBS CEO added: “This is a significant step and deliberate investment in how we are shaping BFBS and increasing its relevance for our current and future armed forces, with a particular focus through gaming, while also developing our use of artificial intelligence across the organisation, ensuring BFBS remains a trusted and effective media service.”
Adam will step away from the day-to-day leadership of BFBS Creative as the organisation continues to build on the strong foundations already in place.
