Latin America. Artificial intelligence is transforming the creative process. AI not only makes it possible to generate complex texts, images and high-quality videos in a few minutes, but it can also accompany creative thinking, or serve as a tool for research prior to artistic production.
From its adoption, however, ethical concerns also arise around issues such as originality, authorship, ownership or potential job displacement.
The article "Acceptance of Generative Artificial Intelligence in the creative industry", by Dominika Weglarz, PhD at the Open University of Catalonia (UOC) under the direction of researchers Ana Isabel Jiménez Zarco, from the interdisciplinary group on ICT (i2TIC-IA Lab), discusses all this, and the factors that drive and slow down the adoption of AI. and Cintia Pla-Garcia, from the Management and eLearning (MeL) group – both groups attached to the UOC-DIGIT research unit. Weglarz works as director of strategy at One Horizon, a New York creative agency, and Jiménez Zarco and Pla-Garcia are also professors at the Faculty of Economics and Business.
"Among many other aspects, generative artificial intelligence can facilitate the generation of ideas and participate in brainstorming sessions. By increasing the speed and number of ideas generated, it allows us to spend more time on critical thinking, and to be able to evaluate and select the strongest and most relevant proposals. Ultimately, AI does not replace human creativity, but it can significantly enhance it," says Weglarz.
The impact of generative AI on the creative industry
Generative artificial intelligence could automate up to 26% of functions in the arts, design, entertainment, media and sports sectors, according to the latest research. In addition, other articles note that 75% of creative professionals find AI useful for tasks such as image editing and search, emphasizing its role as a facilitator rather than a creator. The launch of AI models such as the one used by ChatGPT has popularized the use of this technology, but in reality it has been making its way into the art world for some time.
The launch, in 2016, of Next Rembrandt, an AI capable of producing a three-dimensional printed painting after analysing 168,263 fragments of the 346 paintings that are preserved by the Dutch Baroque painter, or the assembly of exhibitions such as The UnReal Exhibition in Amsterdam and World of AI· Imagination - ARTECHOUSE in New York, which exhibited a multitude of works in which generative AI participated in the creative process, are a good example of how this technology has made its way into the sector.
"In the long term, AI will significantly transform processes and ways of working in the creative industries. Less time is likely to be spent on technical execution and more on strategic thinking and ideation. Creative profiles will not necessarily have to master traditional tools, but will have to learn to handle new platforms based on artificial intelligence," Weglarz stresses. "In this new context, the key skills will be critical thinking, directing ideas and the ability to collaborate with intelligent systems. This does not mean the end of creative talent, but an evolution towards a more strategic and conceptual role."
What factors drive generative AI adoption?
After analysing a multitude of factors that influence whether or not to adopt the use of generative artificial intelligence at some stage of the creative process, Dominika Weglarz's study concludes that there are three elements that drive, above all, its adoption:
The expectation of performance. It is the most important factor, which means that the tools that help to perform a particular task more effectively are the ones that are most easily adopted.
The conditions of facilitation. These refer to all the resources that help us learn and understand how to use a certain tool. In other words, when AI tools offer customer service to answer questions or have videos with practical demonstrations, their adoption becomes much easier.
Brand trust. According to the research, tools that have managed to build a solid brand, and as a consequence have the trust of users, will be adopted more easily.
And what factors are holding back AI in the creative industry?
Dominika Weglarz, who has focused her thesis on the adoption of generative artificial intelligence in the creative industries, comparing samples from Spain and the United States, points out that there are also factors that slow down the adoption of AI in the creative industries, although it is difficult to establish universal barriers, as these vary according to the context, professional profile and level of digitalization of each organization.
For her, however, the main ones are fear of change and cultural resistance, economic limitations and the need for almost constant training and updating. "Many professionals feel paralyzed by the speed with which this technology evolves, which generates rejection or mistrust. In some cases, there is a perception that AI threatens the value of human work or even the jobs themselves," he explains.
"On the other hand, many of the most advanced AI tools, especially those designed specifically for the creative industry, are paid and require ongoing investment. This can be a significant barrier, especially for freelancers, small agencies, or independent studios with limited resources. The same happens with the need to pay for continuous training," concludes Weglarz.
Analysis carried out by the Open University of Catalonia, UOC.
