Bromyard, Herefordshire
In an extraordinary meeting of tradition and technology, Bromyard Folk Festival-one of the UK’s most cherished small folk events-successfully used artificial intelligence in 2024 to save its event from chaos and to win a landmark legal dispute against a major supplier.
Nestled in the green hills of Herefordshire, Bromyard Folk Festival is renowned for its heritage: think clogs, fiddles, tankards, and storytelling-not technology. But in September 2024, the day before the festival, the organisers learned that their trusted printer would fail to deliver 1,000 essential programmes. The schedule included around 100 events across 20 venues, and more than 2,500 attendees were expected on site.
AI to the Rescue
One of the festival organisers Sam Gething-Lewis turned to an unlikely ally: artificial intelligence. Using ChatGPT, he generated an interactive online programme within hours and shared it with all ticket holders. When a second failure meant the backup printed schedules were also not dispatched, Gething-Lewis bought a high-capacity printer from a local store, redesigned the programme on the fly, and produced physical copies on site for the arriving crowds.
“I use AI a lot in my line of work outside of the festival, and it constantly surprises me. We had a created a complex solution in minutes that would have previously taken an expert a few weeks,” said Gething-Lewis.
From Folk Fields to Courtroom
After the festival concluded, Gething-Lewis contacted the printing company to request compensation for the substantial disruption and costs incurred. The company refused, citing a liability clause in their terms and conditions.
Once again, AI proved instrumental.
By analysing the correspondence and terms, ChatGPT identified that the clause limiting liability was unenforceable in business-to-business transactions under the Unfair Contract Terms Act 1977. Gething-Lewis compiled a detailed evidence pack, including emails, a communication timeline, and screenshots of the order process-again with AI’s help, which also generated legal arguments including breach of contract, misrepresentation, and unfair terms.
He even used AI to simulate a courtroom experience, practising the presentation of evidence with ChatGPT acting as an actual speaking mock judge.
The case was heard at Hereford Justice Centre. Deputy District Judge Robinson ruled against the printing company, awarding compensation for programme printing costs and lost income-vital funds for the small, charity-run event.
A Win for Tradition and Technology
“I feel vindicated.” said Gething-Lewis. “I can honestly say, using AI worked-and it really, really paid off. It felt like a real win for small organisations standing up for themselves. It is wonderful that new tech can be used to sustain tradition.” Bromyard Folk Festival returns from 11th to 14th September 2025, with a world-class lineup including Jon Boden, Emily Portman, Seth Lakeman, Dervish, Breabach, Paul Downes & Phil Beer, and Michael McGoldrick & Tim Edey. Tickets-and this time, programmes-are available at www.bromyardfolkfestival.co.uk.