The city's vibrant creative industries, coupled with a large number of engineers and technologists, also puts it in prime position for great potential in knowledge-based sectors. There are also renowned research centres located at the University of Bath, and Bath Spa University, helping to generate further development across a range of sectors. The University of Bath's Innovation Centre specifically has generated 65 enterprises and created £250 million in venture capital.

The local government authority for Bath has stated that their aims for the near future will be to increase employment in the creative and ICT sectors by 20%, to create 11,500 new jobs by 2030 and to grow the value of the economy by £1 billion by the year 2026.