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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.