AI: The Death of Creativity or its Greatest Supporter?
Explore how AI, often feared as a creativity killer, can actually support and enhance creative work while ensuring the irreplaceable value of human expertise endures.
Having spent most of my career in the tech industry, I’ve witnessed multiple waves of technological innovation, each one declared by some to be the harbinger of doom for certain jobs, industries, and now, creativity itself.
Yet, the reality is never as clear-cut as the headlines suggest. New technologies, including AI, don’t necessarily replace human roles; instead, they assist in enhancing productivity, allowing fewer people to achieve more in less time. When it comes to creativity, AI follows this same pattern, offering the possibility to act as an assistive tool rather than a replacement for the human creative spark.
AI: A Tool, Not a Threat
Let’s start by setting the record straight: AI is still a long way from generating truly original ideas on its own.
At its core, AI remains a sophisticated collection of algorithms that learn from vast datasets — a concept more accurately described as ‘Machine Learning’. Intelligence, in the human sense, is far more than just problem-solving; it encompasses emotion, self-awareness, adaptability, and a holistic understanding of context.
While it’s possible that AI could one day evolve to exhibit these traits, we’re not there yet. For now, AI’s real value lies in its ability to make the creative process more efficient, enabling creators to focus on the conceptual aspects while leaving repetitive tasks to the machine.
The Democratisation of Creativity
AI has the potential to democratise the creative industries, levelling the playing field for those who might not have had access to traditional tools and training. Just as smartphones and user-friendly video editing software have allowed anyone with an idea to become a filmmaker, AI is opening doors for a broader range of voices in creative fields.
However, this doesn’t mean that the skills required to produce high-quality work will disappear. The art of filmmaking, for example, still demands expertise in lighting, cinematography, editing, and storytelling. Similarly, in music, the ability to play an instrument, sing well or conceive a melody remain irreplaceable.
What AI can do is reduce the time and technical expertise required to bring an idea to life, allowing more ideas to surface that might otherwise have been stifled by shallow skills, logistical or financial barriers.
Yet, as with social media, the signal-to-noise ratio is likely to remain low — truly engaging, high-quality content will still be a small proportion of the total output. Historically, quality creative content has always been in short supply regardless of the medium, be it literature, art, or film.
Democratisation of creativity does not guarantee quality…
The Enduring Role of Curators and Editors
As AI enables the creation of more content, the role of curators and editors will become even more critical. These professionals will need to cultivate the same core skills — education, experience, and a wide-ranging knowledge base — to interpret and determine the value of creative work.
The perspective or point of view they bring to their curation will be crucial in sorting through the increasing volume of content. While AI tools may assist in the filtering process, the essential skills and critical faculties of curators will remain as vital as ever.
In fact, the proliferation of AI-generated content may heighten the demand for skilled curators and editors. The ability to discern quality and innovation amidst a sea of mediocrity will be more valuable than ever.
As AI continues to churn out vast amounts of material, the human touch — capable of contextualising, interpreting, and valuing creative works — will be indispensable.
We’re likely to see an evolution of traditional roles like editor, buyer, and curator, along with the emergence of new roles. These professionals will increasingly be reliant on AI to help them sift through the morass of content to find the grains of gold within the sand.
Adapting to the AI-Driven Landscape
For those entering the creative industries, my advice is simple: embrace AI as an assistive technology.
Rather than viewing it as a threat, see it as an ally that can enhance your creative process. Experiment with it, push its boundaries, and don’t be afraid to explore its limitations. You can’t break it, but you might discover new uses and hacks that its creators hadn’t anticipated.
Use AI to help you succeed, streamline your workflow, and, most importantly, enjoy the creative process.
Conclusion
While AI will undoubtedly transform how we work, the core principles of creativity and curation remain unchanged.
The demand for deeply skilled, creative practitioners will persist, and their expertise will only become more valuable in a world increasingly saturated with content. The need for a discerning eye, capable of curating and contextualising creative work, will grow alongside the rise of AI-generated content.
By embracing AI, creatives can not only enhance their work but also explore new possibilities, pushing the boundaries of their industries while ensuring that the human touch remains at the heart of the creative process.
