Press release
AI-first Ed-Tech Novela Wins Times Higher Education Start-up Competition
Novela wins THE Digital Universities UK start-up prize with its AI Skills Simulator, now live at Kellogg and beyond.
The award caps a milestone spring for Novela:
New AI Skills Simulator (launched mid-May). The company's latest module drops students into real-world marketing challenges with a generative-AI co-pilot that critiques their strategy, content and analytics in real time.
Meta Ads simulation already live. Learners can now practise campaign design across both Google and Meta environments inside Novela's sandbox.
Early adoption at global institutions. Northwestern University's Kellogg School of Management is among the first MBA programmes to embed the AI simulator in class, joining a fast-growing roster of universities on three continents.
"Universities keep telling us the same thing: students need to collaborate with AI in live challenges, not just hear about AI theory," said Clark Boyd, Novela co-founder and CEO. "Winning THE's competition validates our mission and accelerates our push to make AI literacy a core professional skill."
Why Novela Stood Out to THE's Judges
AI-driven pedagogy. Each simulation features an adaptive teaching assistant ("Ela") that personalises feedback and levels of difficulty.
Industry-grade realism. A proprietary auction engine mirrors platform mechanics, so students see the immediate impact of strategic choices.
Evidence of impact. Instructors receive cohort analytics that map decisions to learning outcomes, allowing rapid curriculum iteration.
Looking Ahead
With fresh visibility from the THE award, Novela is:
Scaling infrastructure to support the next intake of partner universities for the 2025/26 academic year.
Expanding its product roadmap into B2B up-skilling programmes for in-house marketing teams.
Novela
6B-6D Crescent Road
London
N8 8AT
Clark Boyd
clark@novela.academy
Founded by academics and technologists, Novela builds simulation-driven learning experiences inspired by Euclidean pedagogy-mastering first principles before layering complexity. Its platform now spans Google Ads, Meta Ads and AI Skills, providing an end-to-end path from channel tactical know-how to AI-enhanced strategic thinking.
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