Dom Ford's LEAD AI project (2025–2028) at the Center for Digital Narrative focuses LLM-powered nonplayer character dialogue in digital games. First, from the perspective of players: how do they understand and respond to this emerging technology? Second, from the perspective of the philosophy of fiction: what challenges do AI NPCs bring to long-established theories regarding intentionality, agency and interactivity in digital narratives?

His previous project (2023–2025) at the ZeMKI, Centre for Media, Communication and Information Research at the University of Bremen looked at digital game communities and how they are formed, maintained and negotiated between the players, the developers and the games themselves.

Before that, he wrote his PhD (2019–2022) at the Center for Digital Play at the IT University of Copenhagen. For this he developed a framework for understanding how games make meaning based on myth and folklore, considering gameworlds to be 'otherworlds' whose construction tells us a great deal about how the developers view society. This dissertation was rewritten and reworked into a book, Mytholudics: Games and Myth, published by De Gruyter in 2025.