AI and the Creative Future: Collaboration, Not Competition
When SAG-AFTRA condemned the use of AI-generated likenesses without consent, warning that it “undercuts the ability of human talent,” it captured a fear many creatives share. The rise of AI in the creative industries is not just a technical shift, it feels personal. As highlighted in recent commentary on AI and creativity, concerns around intellectual property, authorship, and fair compensation are growing as technology advances far faster than regulation can keep up. For many creatives, this raises many questions: what happens to our work, our voices, and our livelihoods in an AI-driven future?
Despite these concerns being valid, framing AI solely as a threat risks overlooking its potential as a creative tool. AI is able to support ideation, streamline processes, and expand access but at its core, it lacks what humans have: creativity, lived experiences, emotional intelligence and perspective. In an industry built on storytelling and expression, it is human connection, collaboration, and perspective that give creative work its meaning. AI may assist the process, but it is people who shape the story. That’s why we actively seek to upskill our community through masterclasses and workshops to keep them in line - or ahead - of the adjustments we are witnessing in an evolving industry. Make sure to keep an eye out for updates on this in coming months!
Career Discovery AI Tool by The Kusp Hub
In a rapidly evolving creative landscape, knowledge and access matter more than ever. Rather than treating AI as a threat, we encourage creatives to understand and use it intentionally. That approach is reflected in Career Discovery AI - a tool developed by The Kusp Hub that reads CV’s and helps to match prospective creative with relevant job roles in the film, television, advertising and other creative industry disciplines, and with accessible training and job opportunities for users to engage with. This tool uses technology to bring creatives into the right rooms and closer to the right opportunities.
In a time where technology is changing quickly, and change can feel overwhelming but it can bee more manageable. Technology should become something to explore and use with confidence not something to fear. We believe that the future of creativity is collaborative, and we’re building the community to prove it.
Words by Ivy Atem (Community Specialist Intern)
Reference(s):
(1) https://www.gamesradar.com/entertainment/movies/after-tom-cruises-ai-fight-video-goes-viral-sag-aftra-condemns-seedance-2-0-this-is-unacceptable-and-undercuts-the-ability-of-human-talent/
(2) https://www.thetimes.com/culture/film/article/ai-creative-industries-acting-art-jobs-risk-l29hvgjdx
(3) https://www.thekusp.co.uk/become-a-member
(4) https://discover.thekusphub.com