How Ai Is Supporting Human Creativity Not Replacing It

Artificial intelligence must serve human creativity, not replace it. Image: World Economic Forum Artificial intelligence (AI) is reshaping the entertainment industry — along with countless other industries — in ways that promise revolutionary storytelling and creative opportunities. For performers, writers and other creatives, these advances could enable exciting work that was unimaginable a decade ago. However, this bright future is not guaranteed. Whether AI becomes a genuine asset or a tool for exploitation depends on the choices we make right now.

AI technologies are opening new revenue streams and creative possibilities within the entertainment sector and several companies are proving it can be done ethically and collaboratively. The Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) recently entered into an agreement with a platform that enables performers to deploy their digital replicas safely and effectively by connecting them with... It ensures talent retains full control over their AI voice models, including fully informed consent and fair minimum compensation. By building these safeguards into the DNA of the creative process of AI tools, Narrativ fosters collaborative relationships that provide new revenue streams while keeping performers in control. Another company has developed tools allowing filmmakers to seamlessly sync actors’ lip movements with different languages, improving the quality of dubbed films and making global distribution more accessible. Flawless AI secures actors’ explicit informed consent before creating or editing digital replicas of their performances, using its Artistic Rights Treasury (A.R.T.) system to manage rights and ensure compliance.

The system will also integrate with standard industry tools such as Avid and Final Cut Pro, making it easier for productions to align with ethical standards. This ensures that actors retain control over their likenesses and are fairly compensated for their contributions, aligning innovation with respect for human talent. These examples highlight innovative companies SAG-AFTRA is working with to ensure the future of AI technology aligns with our mission of supporting and protecting creative professionals. The idea that labour groups want to clamp down on artificial intelligence to halt progress is a misconception. We don’t want to stop innovation; we want to be part of guiding it. SAG-AFTRA represents over 160,000 members in film, television, broadcasting, commercials, music, video games and more.

Our aim is for technology to support, not sideline, human talent. After all, AI doesn’t invent culture on its own — it learns from the ideas, artistry and hard work of real people. Without proper safeguards, competitive pressures could lead companies to exploit these digital tools to replace human creativity without securing informed consent, giving credit or paying compensation where it’s due. Evan Kirstel, a mega-influencer in the technology space, has been doing some very cute things with AI lately, planting himself in the midst of historical and current event videos on his Facebook posts. (For example, in one post: Evan introduces Apple’s technology in 1946.) Highly creative indeed, but Evan has already has an extremely high creativity quotient. The question is, can AI help everyone, even you left-brainers, elevate creativity?

AI – particularly generative AI – has potential to “democratize” creativity. However, creative types still stand to benefit much more from AI. It turns out individual differences still matter for creativity when everyone has access to the same advanced technology. That’s the conclusion of a recent study led by Simone Luchini and Roger Beaty of Pennsylvania State University, along with James C. Kaufman of University of Connecticut. The question they posed is whether genAI will “democratize creativity, potentially minimizing individual differences by offering powerful tools for anyone to generate ideas, stories, and more.” In other words, with all this technology, creativity...

Across two studies, the researchers tested whether two factors – creative ability – assessed via idea generation and story-writing tasks -- and general intelligence – assessed via reasoning and knowledge tests – predict performance... The result: “people with more creative task expertise and those with higher baseline cognitive abilities still produced more original ideas, despite all participants having equal access to a powerful LLM," they found. Posted July 5, 2024 | Reviewed by Davia Sills This post was co-authored by Alvedi Sabani, Ph.D., and Melissa Wheeler, Ph.D. In a world where technology continues to evolve at an unbelievable pace, the role of artificial intelligence (AI) has expanded far beyond the realm of science fiction. AI's capabilities are now deeply intertwined with our daily lives, influencing how we work, create, and even relax.

Amidst this technological revolution, one particular quotation from a fantasy genre author stands out, resonating with many who strive to balance mundane tasks with their creative passions: "I want AI to do my laundry and dishes so that I can do art and writing, not for AI to do my art and writing so that I can do my laundry and... Explore the concept of radical creativity, how it drives the global paradigm shift in creativity during the age of AI, and why the value of creators will never diminish. This is an interesting thought and a troubling one, as AI becomes increasingly ubiquitous in modern society. In the time that it took you to read that sentence, AI has generated thousands of images, written dozens of poems, and composed multiple songs. Furthermore, the use of AI for content creation has already become widespread across marketing and media.

For example, 85% of social media marketers use GenAI to produce content from scratch. When machines can create at such an unprecedented pace, “What is left for human imagination?” may become the most fundamental question for our entire generation. Humanity is now experiencing a watershed moment in its history. For the first time ever, machines are not just calculating, they are creating, and they are getting exponentially better at it. OpenAI’s Sora can now generate cinematic-level videos from text, Midjourney can produce award-winning art, and ChatGPT delivers clear, persuasive messages. AI has the potential to revolutionize the creative industries, but it’s crucial that it enhances rather than replaces human creativity.

Here’s why: AI, while powerful, doesn’t have the depth of human experience, emotions, or intuition. Creativity is not just about generating novel ideas or content, but about connecting emotionally with others and drawing from lived experiences. Human creators draw from their personal histories, cultural backgrounds, and feelings, which AI lacks. AI might be able to imitate patterns and even create art or music, but it doesn’t understand why it resonates with people the way a human artist does. Much of human creativity comes from imperfections.

Whether it’s a painter leaving rough brushstrokes or a writer making stylistic decisions that break conventional rules, it’s these deviations from the “perfect” that often make art more compelling. AI-generated work can feel too clean or calculated, lacking the rawness that makes human creativity so unique and engaging. AI can empower human creators by providing tools that help them explore new ideas and streamline their processes. For instance, AI could help with brainstorming, organizing information, or even suggesting alternative ways to approach a project. But the ultimate decisions—what ideas to pursue, how to execute them, and the underlying purpose of the work—remain inherently human. AI doesn’t possess a sense of meaning or purpose.

It can synthesize and optimize, but it doesn’t ask deep questions about why something matters. A human artist or writer creates with intent and a connection to their audience, something AI simply cannot replicate. Artificial intelligence has revolutionized industries, transforming how people work, learn, and create. From automating mundane tasks to producing text and images at remarkable speed, AI has reshaped many aspects of daily life. However, as AI systems become more advanced, concerns about their impact on human creativity have intensified. With the rise of generative AI tools like ChatGPT and DALL-E, many fear that technology could replace fundamental human abilities.

Can AI truly be creative, or is it simply mimicking human ingenuity? Researchers at the University of South Australia (UniSA) have explored this complex relationship, shedding light on how AI interacts with human creativity. The findings highlight an essential truth: AI may assist in creative endeavors, but it still relies on human input to function effectively. AI was designed to enhance efficiency and problem-solving, not to replace human intelligence. Generative AI, which creates text, images, and even music, has gained attention for its ability to produce outputs that appear original and innovative. But does this mean AI is truly creative?

UniSA researchers examined this question and found that AI does not possess independent creativity. Instead, it functions as an advanced tool that follows human instructions. Bloomberg Media Studios started the New Creativity Speaker Series to connect with creators doing remarkable work across all mediums and to share new thinking and best practices from leaders in their fields. In this latest article, we learn how artificial intelligence tools could usher in a new era of human creativity from tech entrepreneur, neurologist and Super Data Science podcast host Jon Krohn. Jon Krohn, Chief Data Scientist at the machine learning company Nebula, visits Bloomberg to talk about the intersection of AI and creativity. Photo Credit: Nikki Duong

By Michael Walker, Global Executive Editor, Bloomberg Media Studios What is the future of creativity in an era of artificial intelligence? Could an AI application someday create something as breathtakingly beautiful and inspirational as the ceiling of the Sistine Chapel or as poetic, dramatic and psychologically penetrating as Macbeth? These questions are becoming more relevant with each passing day as AI applications exhibit the ability to create original stories, artwork, films, poems and songs with increasing sophistication.

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