New era is here: How AI transforms creative professions
How generative AI is transforming creative professions (collage: RBC-Ukraine)
The world of creativity is entering an era of profound transformation driven by the development of artificial intelligence (AI). Generative algorithms open new opportunities for designers, writers, musicians, and other creative professionals, the World Economic Forum website reports.
Decades-long debates about AI's influence on the labor market rarely led to definitive conclusions. Until recently, it was believed that creative professions were resistant to automation.
However, the emergence of generative AI, such as ChatGPT, DALL-E, and MidJourney, has changed the landscape. Within a few months, writers, designers, photographers, and filmmakers have faced uncertainty in their professions.
Discussions about generative AI often focus on threats, but research shows it also offers opportunities to enhance productivity, efficiency, and profitability.
How generative AI can reshape creative industries
Although current generative platforms are still in their early stages of development, their capabilities are rapidly evolving, increasing the likelihood of significant changes in the industry. According to a Goldman Sachs study, generative AI could automate up to 26% of tasks in the arts, design, entertainment, media, and sports sectors.
Generative AI can automate a quarter of tasks in the fields of art, design, entertainment, and media (source: Goldman Sachs)
Harvard Business Review reports that advanced systems like GPT-3 (e.g., Jasper) are already capable of generating a wide range of marketing content: articles, social media posts, promotional emails, and more. Companies like Heinz and Nestle have already used AI-generated content in their advertising campaigns.
A screenshot shows an AI-generated image used by Heinz (source: YouTube/Heinz)
How can AI benefit creative industries
Since generative AI only recently became widely available, many companies are just beginning to grasp its potential.
Consulting firm McKinsey & Company analyzed AI usage in the fashion industry, highlighting its advantages not only in automation but also in product development, marketing, sales, and customer experience. Generative AI accelerates routine tasks and uncovers new insights by analyzing data.
Experts urge businesses to prioritize value, identify key areas for AI adoption, and set long-term goals.
Managing generative AI risks
Alongside its benefits, the technology also poses risks. One threat is the leakage of confidential data used in AI queries. For instance, Samsung lost control of valuable codes when its employees used them in ChatGPT queries.
Another issue arose with the British newspaper The Guardian, where ChatGPT "created" articles, falsely attributing them to the media's authors, even though such materials never existed.
To ensure generative AI benefits creative industries, strict measures are needed to protect original content and designs.
