Creatives embrace ChatGPT but 'AI anxiety' escalates

Generative AI – including the likes of ChatGPT – has already made major inroads into the creative industry, although there is rising “AI anxiety” among professionals, with a mix of excitement, curiosity, and concern regarding the role and implications of the technology in their work.

The agency sector has certainly been quick out of the blocks, with both Publicis and Havas launching AI-powered content marketing networks, and VCCP unveiling what it claims in the first standalone global AI creative agency.

However, a new study by Empower – based on an indepth survey of over 200 UK creative professionals – reveals a multi-layered emotional landscape that AI is triggering within the creative sector.

One key finding is the burgeoning presence of AI in the creative toolkit. Two-thirds of respondents reported having used generative AI in a personal context, while over 40% have experimented with AI professionally. This paints a picture of an industry progressively turning to AI to enhance their creative process, the report insists.

Even so, the growing presence of AI in creativity has not been met without apprehension. Half of the survey participants were either moderately or very concerned about the impact of generative AI on their profession or industry, expressing skepticism, concern, or even resistance towards AI’s role in the creative process.

However, nearly four-fifths (77%) of professionals agreed that it is of moderate to high importance that creatives gain at least a basic understanding of generative AI.

The report argues that this consensus reflects an industry-wide understanding that the creative process is not being replaced by AI; rather, it is undergoing an evolution, and most professionals are willing and ready to evolve along with it.

The survey also uncovered several perceived opportunities tied to AI-assisted creativity. Time-saving and efficiency emerged as significant advantages, with creatives expressing excitement about automating mundane tasks and freeing up more time to focus on the creative essence of their work.

Another advantage reported was AI’s potential role in overcoming the dreaded creative block. Respondents highlighted the capability of AI in sparking new ideas and providing starting points for new projects, thus fighting the “blank page” effect.

Cost reduction, a significant concern for many companies, was also flagged as a potential advantage. By automating specific tasks, AI could significantly cut costs, making it an appealing tool for agencies looking to optimise their budgets.

The use of AI tools could also lead to the development of new skills within the creative industries. Professionals could learn to manipulate AI tools and work alongside them, allowing for a shift towards more strategic roles.

Finally, enhanced speed and volume of output is another potential boon. By enabling rapid testing of ideas at a low cost, AI could significantly boost productivity. This could result in a higher volume of work output, such as marketing copy, press releases, and customer query responses.

Looking ahead, a significant 81% of professionals are considering incorporating AI into their creative processes, signalling a robust future for AI-assisted creativity. However, in the midst of the excitement surrounding AI, a clear consensus around ethical implementation emerged. Transparency and accountability topped the list of most crucial factors in successful AI integration.

Empower co-founder Ben Matthews said: “As we stand at the crossroads of technology, innovation, and artistic expression, understanding the thoughts and feelings of our creative professionals towards AI becomes a matter of critical importance.

“The emergence of AI as a powerful tool in the creative industry has undeniably sparked a sense of disruption and unease among professionals. It’s vital that we, as an industry, acknowledge and address these concerns, ensuring we navigate this new terrain with strong ethical foundations.”