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Generative AI: The Game Changer in the Realm of Creative Work

how generative ai is changing creative work
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Creative workers are worried about generative AI. They see AI’s ability to quickly create new and high-quality content as a threat to their jobs. In fact, 86% of digital marketers believe that AI might lead to job losses for writers.

Despite the potential disruption caused by generative AI in the creative workflow, there are also new opportunities that can transform the creative industry. With Generative AI, many creative tasks can be done automatically, helping creators do more work in less time.

Moreover, how to integrate Generative AI properly into your creative process? Let’s delve into this article. 

Impact on creative work

The creative industry has undergone a significant transformation with the widespread use of Generative AI, particularly in the streamlining of creative workflows. 

Previously, the creative process required a lengthy search for inspiration, but now, Gen AI has made the process more efficient and faster. Here are some ways Gen AI is changing creative workflows:

1. Enhance creativity

Creative workers are familiar with the frustration of creative blocks that can disrupt their workflow. However, Generative AI offers a solution to overcome these challenges. 

The vast amount of information and data generated by Generative AI can inspire fresh perspectives, fueling stronger creativity for creators. This allows creators to experiment with various styles, leading to the production of innovative works.

2. Streamline processes

42% of business owners believe that Generative AI can streamline work processes. There’s no denying that. For instance, writers used to spend a considerable amount of time brainstorming, researching, and outlining new content. Gen AI can handle all of this in a short timeframe.

Gen AI is capable of searching for popular content ideas, gathering necessary information from articles, and creating an outline for any topic. Writers can then focus solely on the writing part, utilizing the extra time to generate more creative content.

3. Foster innovation

Through Generative AI, creators can discover various perspectives and artistic styles by gathering references from various fields. This method encourages a mix of diverse ideas, resulting in truly unique and innovative creative work. 

Additionally, as Generative AI interacts with users and learns their preferences, it becomes more adept at producing content that caters to creative needs. This learning process ensures that the AI keeps pace with creative work, promoting idea exploration and continuous innovation.

Benefits of integrating Generative AI in creative work

Virtually everyone acknowledges that Generative AI creates opportunities and offers advantages for businesses and professionals, including those in creative fields. Here are some of the benefits: 

Source: Agility PR Solutions

1. Efficiency improvement

Creative workers are no strangers to the challenges of multiple and repetitive tasks. Graphic designers, for instance, frequently find themselves creating Instagram feeds with similar base colors but nuanced details. Generative AI steps in to automate this process. 

Graphic designers can now concentrate on more strategic aspects, like formulating initial design concepts, while Gen AI takes care of execution. This allows for a more efficient and streamlined creative process.

2. Time savings

The creative process not only becomes efficient with Generative AI but also significantly reduces the time required. Managing tight deadlines is no longer a major issue, thanks to tools that act as personal assistants. Generative AI handles time-consuming tasks, allowing creators to dedicate their attention to more critical aspects of their work.

For instance, content writers can leverage AI capabilities to generate article outlines and even draft entire articles. Then, they only need to refine the structure and language as needed, saving considerable time in the content creation process.

3. Explore new creative avenues

Generative AI serves as a boundless well of inspiration when creative ideas run dry. Its capacity to sift through millions of data points and identify patterns unlocks the potential for generating unique concepts. This not only sparks fresh creativity but also introduces innovative designs and narratives that may have been otherwise overlooked.

Consider songwriters who can tap into AI for inspiration. Seamlessly blending unrelated genres, experimenting with intricate chord progressions, or even crafting entirely new music genres and tuning systems. This capability leads to the creation of entirely new concepts, designs, or narratives, pushing the boundaries of creativity. 

Challenges that creatives should consider

Despite its transformative potential in the traditional creative process, Generative AI raises concerns among users. Some of the associated problems include:

The likeness of AI-generated content to human-created content poses a challenge in defining copyright ownership. The critical question arises: is it owned by the AI developer, the user providing the prompt, or the AI application itself? 

Addressing this issue requires clear regulations outlining the ownership of AI-generated content. Additionally, it is important to understand the copyright laws in different countries. Such regulations can play a pivotal role in preventing disputes and ensuring fair compensation for all parties involved in the creation and use of AI-generated content.

2. Authenticity of the content

While AI-generated content is gaining popularity, it has sparked concerns from certain groups who believe it may lack the unique human touch and creative intuition. However, creatives can highlight the importance of human involvement in the creative process. 

As a creative worker, AI is a tool at your disposal, with the role of serving you, not the other way around. Even when utilizing AI, the human creative remains in charge, guiding the AI and making final decisions about the content. This emphasizes the collaborative nature of AI and human creativity.

3. Job displacement

The fear that AI might replace humans is a common concern, especially for creative workers who perceive it as a threat. One key strategy is to consistently nurture and enhance imagination, potential, and creative abilities. 

This involves honing critical thinking skills, research techniques, and refining idea development skills. Instead of seeing AI as a threat, embracing continuous learning empowers creative workers to adapt and thrive in an ever-changing landscape.

4. Misuse 

AI is sometimes misused for inappropriate purposes like deepfakes or spreading hoaxes, which is a concern. However, there are measures in place to address these issues.

Firstly, strict regulations are essential for AI, covering governance, development, legal responsibility, and law enforcement. Secondly, creators can promote principles and ethics related to AI. This involves using AI responsibly, understanding its limitations, and being transparent about when and how AI is utilized in the creative process.

Baca Juga: Generative AI Ethics: Managing Risks and Drive Good Outcomes

The future of creative work with Generative AI

augmented reality

Generative AI is transforming the creative process in many ways. Some of the emerging trends and potential advancements that may further impact creative processes are:

1. Co-creativity

In this scenario, humans collaborate with artificial intelligence to generate fresh and creative work. This partnership introduces new perspectives and inspiration into the creative process.

Human strengths, including emotion, empathy, and creativity, remain essential and are complemented by artificial intelligence’s attributes such as speed, accuracy, and scalability. It shows how human creativity with AI capabilities can enhance productivity without sacrificing the authenticity and quality of the creative output.

2. Augmented reality and GANs

GANs is a type of Generative AI models, possessing the ability to craft content so lifelike it’s almost indistinguishable from content created by humans.

Now, throw in augmented reality with GANs, and you get deepfakes—can swap and synthesize faces or voices seamlessly through an iterative training process. It’s so real that creatives must tread carefully, understanding that this tech, while amazing, needs to be wielded wisely to avoid any unforeseen consequences.

3. Computer vision

This technology possesses the remarkable ability to comprehend and interpret visual information, for both images and videos. Creative workers can leverage this technology to undertake nuanced editing and enhancement of both images and videos. 

How creatives can integrate Generative AI

How creatives can integrate Generative AI

Here are some practical insights and tips for creative professionals on incorporating generative AI into their workflow:

1. Identify your goals and needs

AI can assist you with various creative tasks like writing, video editing, and graphic design, depending on what you want to achieve. Once you know your goals, you can use AI to generate new ideas, enhance your work’s quality, or tailor it for specific audiences.

With AI tools, you can adjust settings like style, tone, format, color, and quality based on your preferences. Identifying these key points is crucial to getting the best results from your creative work.

2. Choose the right tools

There are many AI tools available for different creative works. Many of them are free, though you can opt for paid subscriptions for enhanced features. Here are some examples of AI tools for each of these fields:


Writers can use AI to generate content, improve their style, and edit their work. Some of the best AI writing tools are ChatGPT, Bing AI, Copy.ai, Sudowrite, etc. 

Natural language processing (NLP) and deep learning is used to create original and engaging text based on prompts or keywords. They can also help writers with tasks like brainstorming, outlining, researching, and formatting.

Video editing

Some of AI video editing tools are Adobe Premiere Pro, Topaz Video AI, Filmora, Deep Brain, Veed.io, etc. 

These tools use computer vision and machine learning to automate tasks like removing backgrounds, adding subtitles, generating scenes, and enhancing quality. They can also help video editors with tasks like trimming, cropping, resizing, and adding effects.

Graphic design

Graphic designers can streamline their work with AI tools such as Adobe Firefly, DreamStudio, Midjourney, Let’s Enhance, Removal.AI, employing generative adversarial networks (GANs) and neural style transfer to generate images from text or sketches. 

Moreover, they prove invaluable in tasks such as color matching, typography, layout design, and branding.

3. Experiment and integrate with other tools

When you use Generative AI tools, there’s a chance they might create content that doesn’t make much sense or looks bad. So, it’s really important to double-check the quality of what they produce.

Remember, these tools are not meant to replace human creativity but to make it better. Think of them as inspiration sources. If the results aren’t great, you can integrate it with other tools that you already use in your workflow.

This way, you get the best of both worlds – combining human creativity with the help of artificial intelligence to make your work more interesting and better overall.


To sum up, generative AI plays a huge role in creative work. It’s a powerful tool that’s changing how creativity and innovation happen. 

By taking care of some of the routine tasks, it lets professionals concentrate on the more big-picture and strategic parts of their work. Plus, it opens up new possibilities for trying out new things and pushing creative boundaries. 

So, it’s crucial for creative professionals not just to notice but also to welcome the chances that come with generative AI. This technology isn’t a threat to creativity—it’s more like a spark that can lead to a lot of new and innovative ideas.

Getting on board with generative AI today is like investing in the creative possibilities of tomorrow. Hence, aside from Generative AI, you will also need trusted digital solution for the future of your business. Get ready to grow with digital innovation with Mekari!


Arthur Lawrence. ”Impact of Generative AI on Creative Work in 2023
Forbes. ”Generative AI And The Future Of Creative Jobs


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