How GenAI Changes Creative Work

Artificial intelligence is reshaping creative work and its teams. Leaders must prepare to address these ongoing shifts.

Can AI be creative? While this question often leads to philosophical debates about the meaning of creativity, one fact is clear: Many creative professionals are already using an increasing array of AI tools.1 Art directors, copywriters, and others are harnessing generative AI’s capabilities to generate a large stream of text, imagery, and sound on demand. In one notable example, AI-generated content was selected as the winner in the creative photo category of the Sony World Photography Awards

https://sloanreview.mit.edu/article/how-genai-changes-creative-work/