Working with AI in Creative Fields

Why It’s More Than Just a Tool

27 September 2025

Reading time: 3 min.

Artificial Intelligence is shaping headlines, boardroom discussions, and coffee-break debates alike. In creative industries, the conversation is particularly intense: some see AI as a revolutionary co-pilot, others as a threat to originality, jobs, or even culture itself.

The reality is more nuanced. AI is neither a magic shortcut nor an existential danger. It’s a powerful tool that forces us to rethink what creativity means, how it is produced, and at what cost — both ethical and environmental.

Creativity Meets Technology

Artificial Intelligence is no longer limited to automation or data processing. It now drafts texts, creates visuals, edits videos, and even composes music. In the creative industries, this shift is massive: what was once purely human territory is now a shared space between people and algorithms.

This raises opportunities, but also questions. If creativity is about originality and vision, what role does AI play?

Beyond Speed and Efficiency

At its core, AI is extremely good at one thing: producing output fast. It can generate dozens of design variations, suggest headlines, or simulate different visual styles in seconds.

For designers, copywriters, and artists, this means less time spent on repetitive tasks and more room for exploration. But speed is not the same as quality. What makes work resonate is the human touch: intuition, context, taste, storytelling. AI can support these elements — it can’t replace them.

The Ethical Dimension

Here is where the debate gets complex:

  • Authorship — If an AI creates an illustration based on prompts, who owns the rights? The user? The platform? The original artists whose work was part of the training data?
  • Originality — AI doesn’t create from nothing; it recombines patterns learned from existing material. Can the result still be called “original”?
  • Responsibility — If a campaign uses AI-generated content that is misleading, offensive, or factually wrong, who is accountable? The creative team, or the tool?

These questions matter because they shape not just legal frameworks, but also the credibility of creative work in the eyes of clients and audiences.

The Environmental Question

AI isn’t “immaterial.” Every generated image, video, or paragraph requires computing power — and energy. Large-scale models consume vast amounts of electricity during both training and usage.

This invisible footprint becomes even more relevant in creative contexts, where experimentation is constant: dozens of prompts, variations, iterations. What looks like “just trying things out” has a real cost for the environment.

Human + AI, Not Human vs AI

The most productive approach isn’t to treat AI as a threat, nor as a miracle. Instead, it’s a partner:

  • Use AI for brainstorming and exploration, but refine ideas with human judgment.
  • Automate repetitive tasks, but keep storytelling, strategy, and vision in human hands.
  • Explore its potential, but remain conscious of its ethical and ecological impact.

AI should expand the boundaries of what’s possible, not narrow the definition of creativity.

Closing Thoughts

AI is here to stay in the creative industries. The question is not whether to use it, but how.

A balanced approach — one that combines human vision with technological support, while respecting ethics and sustainability — is the only way forward.

Because at the end of the day, creativity is not just about producing outputs. It’s about meaning. And meaning remains deeply, undeniably human.