And it brings a huge conundrum for creative people considering turning their passion into a career: Does it make sense to pursue such a career in this age of AI?

As AI-generated art and design proliferate, creative industries face challenges distinct from those in more technical domains. In the creative sphere, questions about authorship, originality, cultural impact and even job displacement loom large, prompting artists, audiences and society at large to question the boundaries and responsibilities of creatives utilising GenAI.

Does the Human Touch Still Count for Something?

Generative AI is a tool, not a replacement for human creativity. It can churn out designs or ideas fast, but it lacks the soul, intuition and context you, as a human designer, bring. 

And indeed, AI designs are now so ubiquitous and obvious, that they are already facing pushback.

Those in the creative field, or considering a career in creative, should understand that yes, the field is evolving. AI is great for prototyping, iterating, or handling repetitive tasks, freeing you to focus on deeper, original work. 

But clients and audiences still crave human perspective, storytelling and emotional resonance, which AI can't fully replicate. Additionally, creatives should lean into what makes them unique. Their taste, cultural insight, or ability to solve specific problems. Specialise in areas where human judgment shines.

Unlike algorithmic problem-solving, creative industries rely on context-sensitive processes. Design is not just about generating outputs but also about responding to user needs, testing and refining ideas and engaging in dialogue with stakeholders. 

And over-reliance on GenAI may lead to homogenisation of creative outputs. 

If widely used models draw from similar datasets, often trained on dominant Western visual and cultural references, this could marginalise diverse perspectives and stifle cultural specificity in design. This lack of contextual cultural awareness becomes especially problematic when AI-generated art is used commercially, as it risks commodifying and misrepresenting cultures and perpetuating cultural bias and stereotypes. 

Authorship and Ownership

One of the primary issues surrounding AI in the arts is authorship. If something is AI-generated, who owns it? Is it the designer who inputs the prompts, the organisation using the design, or even the developers of the GenAI model? 

Intellectual property (IP) laws in South Africa, like in many other regions, attribute copyright to human creators, leaving AI-generated works in a legal grey area (for now). This ambiguity impacts not only individual designers but also businesses investing in GenAI-generated assets, as the lack of clear ownership frameworks can complicate commercial use and licensing.

Furthermore, transparency in GenAI use is a growing ethical concern. In commercial design, brands thrive on authenticity and originality. If audiences are unaware that a visual identity, illustration, or campaign is AI-generated, it can undermine consumer trust and devalue the perceived craftsmanship of design work.

The Future of Creative

The creative industries are at a pivotal moment.

GenAI offers tools of immense potential, yet its impact must be critically assessed. Addressing authorship rights, ensuring transparency, preserving iterative and context-sensitive design processes and mitigating environmental costs are all essential to maintaining the integrity and sustainability of creative practice.

Despite the rapid advancements in generative AI, a career in the creative industries remains a compelling choice because human creativity offers something AI cannot: emotional depth and authentic connection. 

AI can generate visually stunning designs or draft ideas at lightning speed, but it lacks the ability to weave personal experiences, cultural nuances and emotional resonance into its work. Clients and audiences continue to seek the human touch in stories that reflect lived experiences, designs that evoke genuine emotion and solutions that address specific cultural or social contexts. 

Creative professionals bring unique perspectives shaped by their individuality, intuition and ability to interpret complex human needs, which AI struggles to replicate. By honing skills in storytelling, cultural insight and human-centred design, creatives can carve out a niche where their work stands out against the often formulaic outputs of AI, ensuring their relevance and value in an evolving industry.

For more information, visit www.iie.ac.za. You can also follow Vega School on Facebook, X, or on Instagram.

*Image courtesy of contributor