Human and AI co-creation in creative fields : Creative professionals' perception of roles and tasks in human-AI collaboration

Sammanfattning

Today, artificial intelligence or AI has become increasingly popular in society, being integrated into both private life as well as within organizations. Advances in AI have let us create systems that are automatic, self-managed, and self-repairing. While the use of AI is growing, there is still uncertainty regarding how or if AI can match humans’ ability to be creative, and what impacts AI will lead to when integrated into organizations as well as how that will affect professionals. This study investigates how professionals in creative industries or organizations work with AI in creative tasks and how they envision how AI will impact their field, tasks, and occupations. The study focuses on both the practical use of AI in creative work and the ethical and moral considerations. And with that, contributes to a better understanding of human and AI collaboration in creative industries and the perceived opportunities and challenges that come with AI adoption. The study was conducted using qualitative research, based on semi-structured interviews with twelve professionals from eight different organizations that are working in creative industries and/or organizations. The collected data was analyzed using the Gioia methodology, where first-order concepts, second-order themes, and aggregated dimensions were identified and interpreted. The findings show that respondents viewed AI as a supportive tool that improves efficiency, helps with administrative work, and supports creative tasks. AI was seen as a collaborative resource and not as a replacement for human creativity. At the same time, respondents expressed ethical concerns with AI. They also believed that AI may reshape creative work in the future, by changing roles and tasks over time. Overall, the study concludes that AI currently functions mainly as a tool for supporting human creativity rather than replacing it, so human involvement remains essential. The study contributes to existing research on AI and creativity by providing insight into how professionals within creative industries perceive and navigate the implications of AI adoption at the workplace.