By Joe McKendrick | Senior Contributor, Forbes
Mira Murati, chief technology officer of OpenAI, stirred up quite a bit of controversy last week in a discussion when she proclaimed that with generative AI, “some creative jobs maybe will go away, but maybe they shouldn’t have been there in the first place.”
While’s Murati’s remarks were framed within a context that AI is helping to boost creative pursuits, that’s not how many read it. The pushback was fast and furious. “OpenAI’s mission is to create AGI that can replace people in every viable economic activity. Killing jobs is the end goal,” wrote Dare Obasanjo in an X post.
“Aside from this despicable soundbite, Murati keeps stressing that generative AI will make people ‘more creative.’ But how?” asked Giovanni Colantonio in another X post. “You literally aren’t creating. A machine creates the thing for you. It kneecaps creativity, not fosters it.”
AI advocates “talk about democratizing creativity, but that’s not what the tech does,’ Colantonio adds. “It discourages people from actually doing the real creative act of bringing an idea to life and instead encourages ‘creativity’ to be a thing that can be assembled and served like a Big Mac.
Is AI, particularly generative AI, on a path to usurp the jobs of creatives, as well as the very essence of creativity? Whether its graphic illustrations, written content, photos, films, games, or other creative pursuits, could AI produce new things at the touch of a button?
It’s early, but so far, the evidence seems to point away from that.
“There’s no easing up in the race for creative talent in 2024,” a talent report published in the first quarter of this year by Robert Half suggests. A majority of creative and marketing managers covered by the placement service, 55%, “are hiring for new roles, from graphic designer to UX designers, while 43% need to recruit for vacant positions.”
At least 200,000 creative jobs were added to corporate payrolls in 2023, Robert Half estimates. The unemployment rate for graphic designers and web designers was at a relatively low 2.6% and 2.9%, respectively, according to the U.S. Bureau of Labor Statistics.
Still, underneath what appears to be a solid creative job market lurks uneasiness about its long-term prospects. Close to seven in ten of 4,000 global marketing and creative leaders, 69%, expressed concern over potential job loss across industries due to AI. a survey by Canva attests.
The surveyed leaders also welcomed the addition of AI tools to their activities. At least 69% believe generative AI is enhancing the creativity of their teams. And almost all, 97%, are comfortable with the rise of generative AI — with 72% stating they are “very” comfortable and 25% “somewhat” comfortable.
“We’re in a golden age of creativity and design right now,” said Deepa Subramaniam, vice president at Adobe, which now supports more than seven billion AI-generated images available through its Firefly models. At Adobe Summit in March, I put the question of creative job-killing to Subramaniam, who disagrees with such an assessment, and actually foresees expansion of creative roles.
AI provides the capability to customize and produce art and content on an increasingly wide scale that today’s organizations need, she said. “The hungry consumption for personalized content is not going to be satiated any time soon,” she pointed out. It’s only going to increase. But it’s really hard to create that volume of content manually, and manage it at scale, especially in a world where you’re marketing at a global level. There are many languages and cultures that need to be reached.”
Generative AI “is taking the tedium out of content distribution, she said. “You still have to create creative concepts for marketing campaigns. But when you have that concept, you need to create it, localize it, and personalize it at scale.”
To meet these demands, there are “more people doing creative work across all sorts of industries across all sorts of job roles more so than ever before,” Subramaniam added.
For an example of technology’s impact on design-oriented professions, look to engineering, she illustrated. “Engineering has been growing as a really critical domain and group of people with the explosion of technology over the last few decades,” she said. “You’re not seeing a shrinking of engineering.”
The takeaway is that technology took on many of the mundane, lower-level tasks of engineering. “Technology and software and coding has taken rote calculations away, but engineering has only been growing, because that unlocks the craft of engineering to figure out higher and higher complex problems.”
Likewise, in creative fields, “there’s something like that happening right now,” Subramaniam continued. “Tedious time-consuming tasks can be obviated if not wholly accelerated by AI, opening creatives up to do that higher level thinking.”
As AI and technology open up more creative avenues, “it’s actually going to invite more people in to take on more creative roles,” she continued. “Whether it’s as a creative professional, as a marketer, in any of the creative roles that digital content is powering our entire world.”
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