EY consumer data and growth leaders join a recording artist at SXSW to discuss how AI is reshaping the creative landscape.

Three questions to ask
  •  How is AI evolving into a full-blown artistic collaborator?
  • Can augmented intelligence supercharge creativity by streamlining creative workflow?
  • Monetization, fair compensation, ownership, privacy: how can artists better navigate the challenges brought by AI?

What were two EY consumer data and growth leaders doing at a music festival with recording artist DJ Skee? The answer is AI and how it is reshaping the creative landscape.   

The South by Southwest (SXSW) conference is a hotbed for innovation and forward thinking, and this year the spotlight was on artificial intelligence (AI) and its burgeoning role in the creative process. AI is no longer just a predictive tool – it’s now an active participant in the generation of ideas and content. This evolution was the focal point for EY Consumer Data & Analytics Leader John Dubois and EY Americas Customer & Growth Leader Duncan Avis, who joined musical artist and entrepreneur DJ Skee in a conversation about the growing role of AI in the arts. 

AI’s expanding capabilities, especially its transition from synthesis and prediction to content creation, are transforming all creative industries. “AI is not just a tool, it’s becoming a collaborator,” said Dubois. He sees it as a trifecta of improving the artistic workflow: streamlining the creative process, distribution of content, and more targeted marketing. “Imagine the possibilities,” he says, “when AI takes on the mundane, leaving us free to innovate.”

AI is not just a tool, it’s becoming a collaborator. Imagine the possibilities when AI takes on the mundane, leaving us free to innovate.

John Dubois

EY Consumer Data & Analytics Leader

How EY can help

Duncan Avis used the creative synergy at SXSW as an example of what he calls augmented intelligence: the convergence of different sectors to spark new ideas for customer engagement, where “AI is doing the heavy lifting, so we can lift off with our creativity.” Avis believes that this idea of AI as an enabler and multiplier rather than a replacement of human workforce is a game-changer for creative professionals.

 

DJ Skee, true to his role as an accomplished music producer, brought a real-world perspective on the music industry’s dance with artificial intelligence. “AI is the new instrument in our orchestra,” he said, noting practical benefits for all creative pros. For a new breed of artists adept at using prompting tools benefits will range from cutting production costs to stimulating creativity and overcoming writer’s block.

 

But DJ Skee did not shy away from the tough questions: “How do we ensure artists are fairly compensated when AI learns from their art?” Neither did Dubois and Avis. All three acknowledged AI’s influence on the arts as both an opportunity and a challenge. Monetization, fair compensation, ownership rights, privacy, regulation, and the potential echo chamber of AI's self-influence are yet unresolved concerns. “We need to navigate these waters carefully,” Avis cautioned, highlighting the importance of a thoughtful approach to AI’s creative applications.

 

AI’s applications are no longer theoretical; the EY organization and a growing number of the organization’s media clients call on generative AI to transform long-form content into bite-sized write-ups for social channels. “It’s about connecting the dots in ways we haven’t thought of before,” said Dubois.

 

As SXSW and its participants demonstrate, AI is here to stay and it’s a catalyst for innovation, a partner in creativity, and a topic of ethical debate. In this evolving partnership between human and machine, one thing is clear: the creative world will never be the same. “In five years, we’ll see a new breed of artists, fluent in AI,” DJ Skee projected, and that both coding and DJing will be “a skill of the past.” 

 

To learn more about how AI is changing the creative world, watch the full video below.

Summary 

As its capabilities mature and expand, AI is becoming a capable dance partner to artists and creators of all disciplines.

Related articles

CIO Survey: will you set the GenAI agenda or follow the leaders?

Get insights on how CIOs will address the challenges and capture the full benefits of GenAI in the 2024 EY CIO Sentiment Survey.

Mazen Baroudi + 4

Forbes CMO Summit: How marketing leaders are preparing for impacts of GenAI

Watch this video series highlighting how marketing leaders are approaching generative AI.

Accelerating customer loyalty: leveraging trust, technology and data

Learn how companies can gain customer loyalty and trust through data insights.

Patricia Camden + 1

    EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients.