How to preserve creative professions in an AI-powered future

Emerging generative AI tools spark worry about job loss but may also provide creative inspiration if used thoughtfully, says agency creative exec.

The emergence of AI tools like Midjourney and ChatGPT that can generate creative content has caused concern among creative professionals, leading to strikes like the one by the Writer's Guild in 2023. However, according to Greg Harrison of MOCEAN, AI should not be seen as a replacement for human creativity but rather as a source of inspiration and efficiency. He advises creatives to cautiously experiment with AI as a collaborator and tool while focusing on preserving human culture and creativity. AI presents opportunities if harnessed correctly, but the creative industries must ensure it remains under human control.

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