Nicole Costello brings the AICC’s mission to life through impactful marketing campaigns that connect, inspire trust, and showcase the transformative potential of AI. From strategy to execution, she leads on branding, digital advertising, social media, web content, media outreach, event promotion and everything in between, ensuring the AICC is at the heart of the big conversations around AI.
With a First-Class Honours degree in Marketing from Ulster University and a Postgraduate Diploma in Marketing through the Chartered Institute of Marketing, Nicole’s professional journey has been defined by creativity, strategic thinking, and impactful storytelling. Since joining Ulster University in 2013, she has evolved through various branding and marketing communications roles. She managed high-impact digital and traditional campaigns and developed innovative marketing outputs for a wide range of clients, drove a university-wide rebrand, and executed multi-channel strategies that enhanced brand visibility.
Before joining the AICC, Nicole led the digital transformation of Ulster University’s annual giving strategy, delivering fundraising campaigns that generated philanthropic donations for initiatives to support students in overcoming barriers to education and reaching their full potential. Known for her creativity, data-driven approach, and ability to simplify complex concepts, Nicole is passionate about shaping a positive, people-focused future for AI.
In this Tech Trailblazers feature, Nicole shares how she found her place in tech through marketing, why communication is key in AI, and her advice for those exploring non-technical roles in the tech industry.
READ MORE: Tech Trailblazer: Bronagh Lanigan, Research Fellow, AI Collaboration Centre
Have you always had an interest in technology, and was there a specific person or particular event that led you into your current role?
I wouldn’t say I was always a ‘tech person’ in the traditional sense, but I’ve always been curious about how things work and how innovation can solve real-world problems. My background is actually in marketing and communications, not computer science. What drew me to my current role at the Artificial Intelligence Collaboration Centre (AICC) was the opportunity to be part of such an exciting revolution that is impacting businesses and individuals on a global scale. I want tohelp businesses, especially SMEs, see how AI can benefit them in practical ways.A turning point for me was seeing how AI can be adopted responsibly to enhance human work rather than replace it. That people-first approach really resonated with me, and it will definitely be a driving force in my career going forward.
What would you consider to be the most enjoyable and rewarding aspects of your job?
I love my job! The most rewarding part is seeing those ‘lightbulb moments’ when businesses realise AI isn’t as scary or complex as they first thought. Whether it’s through workshops, events, or simple conversations, helping people understand how AI can have a positive impact on their business or open up new opportunities is incredibly satisfying. On a personal level, I enjoy the constant learning. Working in AI means things are always evolving, so I’m continuously developing new skills and finding creative ways to communicate quite technical topics in a human, relatable way.
In terms of career development, how important is it to build a professional network and attend industry events?
It’s absolutely vital. Building a strong professional network has opened doors to collaborations, partnerships, and learning opportunities I wouldn’t have accessed otherwise. Events are where the magic happens, you get to meet people from different backgrounds, exchange ideas, and stay on top of industry trends.In Northern Ireland especially, the tech and business communities are so well-connected that showing up and getting involved can really accelerate your career development.
How much impact can a mentor have on your personal development?
A good mentor can be game-changing. Having someone who offers guidance, shares their experiences, and challenges your thinking is invaluable. I’ve been fortunate to have mentors who have not only supported me but also encouraged me to step outside my comfort zone and aim higher.Mentorship doesn’t have to be formal either, sometimes it’s those coffee catch-ups with someone you admire that provide the best insights.
What guidance would you offer to any young person on why they should consider a career in technology?
Tech is no longer just about coding behind a screen. It touches every part of life, healthcare, sustainability, education, business, and there’sa huge variety of roles that play to different strengths.If you’re curious, enjoy problemsolving, and want to make a real impact, technology offers endless opportunities.Plus, it’s a field where continuous learning keeps things exciting and future-proof.
READ MORE: Tech Trailblazer: Dr Leigh Johnston, Applied Researcher, AI Collaboration
What advice would you give to women considering a career change or return to work but are daunted by the prospect of working in what can be perceived as a male-dominated industry?
Firstly, don’t underestimate the value of your transferable skills. The tech industry needs communicators, project managers, marketers, designers, and strategists just as much as it needs developers and data scientists.
It’s natural to feel daunted, but there’s a real push towards diversity and inclusion in tech now. Seek out supportive communities, connect with others who have made similar moves, and remember, your fresh perspective is an asset, not a limitation.
For those who may not come from a STEM background, what other career opportunities exist within the tech sector beyond software engineering?
So many! The tech sector offers roles in marketing, UX/UI design, project management, business development, marketing, product management, HR, customer success, and more. At the AICC, for example, my role as a Marketing Officer involves translating complex AI concepts into accessible content, organising events, and building partnerships.
The sector thrives on diverse skill sets. If you’re creative, a good communicator, or have strong organisational skills, there’s a place for you in tech. The key is being open to learning and embracing technology as part of your toolkit.
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