The emergence of generative Artificial Intelligence (AI) since 2018 has triggered a profound transformation of several sectors, and the cultural industry is no exception. Optimists, rooted in the Schumpeterian vision of innovation and creative destruction, see technologies such as AI as an opportunity to restructure the traditional production models of the Cultural and Creative Industries (CCI). This controversy over the prospects for modernising and destroying traditional cultural practices is sparking discussions about the future of the world’s cultural industries. To better understand what is at stake, it is essential to examine AI in the cultural and creative industries, such as music, film, literature, visual art, crafts, design and fashion.
AI breathes new life into the Cultural Industry and threatens Cultural Authenticity
Generative AI as a catalyst for CCI production
Generative AI offers numerous opportunities to revitalise the cultural industry. It incorporates advanced technologies that enable players in the sector to reach a broad and diverse global audience. For example, the use of AI in music creation enables traditional sounds to be fused with contemporary rhythms, creating innovative musical genres that can appeal to both young people and traditional music fans. AI can also play an essential role in preserving cultural heritage. Through digitisation and 3D modelling, historic monuments, works of art and artefacts can be preserved and restored virtually, allowing future generations to access these cultural treasures. This technology can also facilitate the creation of virtual museums, offering an interactive platform for learning and cultural discovery.
From an economic point of view, generative AI could transform the business models of the cultural industries. The automation and optimisation of creative processes can reduce production costs, enabling creators from diverse backgrounds to produce and distribute their works at lower cost. AI-powered online platforms offer more diverse and accessible monetisation opportunities, expanding potential markets for independent artists. This increased accessibility can stimulate economic growth in the cultural sector, generating new revenue streams and creating jobs in technology, marketing and distribution.
In social terms, generative AI has the potential to democratise access to culture. AI-based tools can help overcome language and geographical barriers, making cultural works accessible to a global audience. This inclusivity can promote greater intercultural understanding and strengthen social bonds through the sharing and appreciation of diverse cultural expressions. By cultural sector the role can be assimilated differently.
- The artists’ use of advanced technologies enables them to fuse traditional sounds with modern rhythms.
- AI technologies can be used to create advanced visual effects and immersive narratives.
- Authors can use AI-assisted writing tools to overcome creative blocks and refine their style.
- AI-based tools enable the creation of innovative digital works of art and the restoration of ancient pieces.
- AI can help to document and archive traditional craft techniques.
Generative AI a threat to CCIs
Without claiming to be exhaustive, AI may present several threats to the growth of the CCI sector. The first threat posed by AI is the replacement of human creators. Generative AI tools make it possible to create artistic, musical and literary works with an efficiency and speed that humans cannot match. This may lead to the replacement of human creators in certain fields, reducing employment opportunities for artists, writers and musicians. The second is linked to standardisation and a crisis of originality. AI-generated creations may lack originality and emotional depth, leading to a standardisation of culture. This may reduce the diversity and richness of the cultural works available. Thirdly, AI poses new challenges for Intellectual Property. The issue of intellectual property becomes complex with AI-generated works. Who owns the copyright: the AI user, the AI developer, or the authors of each piece collected by the AI? This creates legal conflicts and uncertainty in the sector. Fourth, the devaluation of Creative Work. The accessibility and potential free nature of AI-generated works may devalue the work of human creators. Consumers may prefer free or cheap AI-generated works, thereby reducing the profitability of the sector. Finally, AI can increase manipulation and misinformation. This technology can be used to create misleading content, such as deepfakes, or works that spread disinformation. This can undermine the credibility of the media and cultural productions.
AI & CCI: Towards Harmonious Coexistence
If AI is to truly serve the purpose of modernisation, without leading to the destruction of the cultural industry, it is important to strike the right balance. This requires strategic planning, where technology is used as a complementary tool rather than a substitute for traditional practices. A balanced approach maximises the benefits of technology while minimising its negative impact on cultural traditions. To achieve this, it is necessary to understand cultural values and traditional techniques to integrate them harmoniously with technological innovations. For example, in the crafts sector, players can use computer-aided design tools to improve the efficiency and precision of their creations while maintaining traditional manufacturing techniques. This preserves the authenticity of products while improving their quality and competitiveness on the international market.
Close cooperation between governments, cultural organisations and creators is essential for the successful integration of AI. This collaboration enables the development of policies and initiatives that support innovation while protecting cultural heritage. By working together, these actors can ensure that the interests of all stakeholders are considered and that the solutions adopted are balanced and sustainable. For example, governments, in collaboration with local cultural organisations, could launch initiatives to fund artistic projects using generative AI, while imposing cultural preservation criteria. This could include subsidies for artists who integrate traditional elements into their technological works, thus ensuring cultural continuity.
Put in place a regulatory framework and specific initiatives that can channel the use of generative AI towards applications that respect and value cultural traditions. Specific policies and initiatives can guide the integration of AI into cultural practices. These include the creation of quality labels, subsidies, and support programmes for artists and craftspeople. For example, governments could introduce a quality label for cultural products that respect traditional techniques while incorporating technological innovations. This label will guarantee that the products comply with strict cultural standards.
Finally, training and awareness-raising are crucial to the successful adoption of generative AI in the cultural and creative industries. Training and awareness-raising programmes on generative AI can be put in place to guide players in the cultural sector to integrate these technologies in a respectful and beneficial way. By teaching creators how to use generative AI to enhance their practices without sacrificing authenticity, these programmes can ensure that the technology is used ethically and culturally. For example, workshops and online courses can be organised to train artists on the generative AI tools available and how to use them to enrich rather than replace their traditional techniques. These initiatives can help create a new generation of creators capable of successfully navigating this new technological era while honouring and preserving cultural heritage.
Conclusion
The controversy over the modernisation of cultural industries in the age of generative artificial intelligence reflects the challenges and opportunities presented by this technological revolution. Generative AI has the potential to positively transform the cultural landscape, but it is imperative to ensure that this transformation respects and preserves the cultural diversity of peoples.
Policy recommendations
To reap the full benefits of Artificial Intelligence (AI) while minimising its negative impacts on cultural traditions, several policy recommendations can be made:
- Set up programmes and financial incentives to support human creators, ensuring that their work is recognised and valued in the face of competition from AI-generated works.
- Develop specific regulations to clearly define copyright in AI-generated works, to resolve legal conflicts and uncertainty in the sector.
- Organise workshops and online courses to train artists in the generative AI tools available and how to use them to enrich rather than replace their traditional techniques.
- Introduce a quality label for cultural products that respect traditional techniques while incorporating technological innovations, thereby guaranteeing compliance with strict cultural standards.
These recommendations make it possible to use generative AI while respecting and preserving cultural traditions.
Key-words: Knowledge Management, Artificial Intelligence, Creative Cultural Industry, Technology.
By Blaise Ondoua & Georges Ngnouwal
S4ICE Research Associates
