AI-GENERATED CONTENT AND THE FUTURE OF CREATIVE EMPLOYMENT: IMPACT ON CREATIVE SKILLS AND PROFESSIONAL OPPORTUNITIES IN DIGITAL INDUSTRIES

Abstract

Generative Artificial Intelligence (AI) technologies are ushering in a revolution in the creative sector changing the way content is generated, the way work is done and organized, and the nature of work in the digital space. The adoption of AI technologies, such as ChatGPT, Midjourney, Canva AI, and Runway, in the field of writing, design, marketing, and media production has become so widespread that there is a growing debate over whether machines or humans will be more creative in the future. The study looks at the implications of AI in generating content on creativity, employment, and career opportunities in the digital industry. Data collected were of a quantitative nature and the research design used was a cross-sectional type of research, which was conducted online and the number of respondents was 300, who were from different educational and background levels. Data were analyzed descriptively, reliability, correlation, and regression analysis in SPSS Version 26 software. Overall, the respondents had a positive perception of the AI-generated content, particularly in relation to its productivity, innovation, and professional development. There were strong positive correlations between AI-generated content and perceptions of future creative employment, and between human-AI collaboration and perceptions of future creative employment. But worries about job security, plagiarism, ethical issues and dependency on automation had a negative impact on employment sustainability perceptions in creative professions. The study supports Technological Determinism Theory and Human AI Collaboration Theory as they indicate that the AI technologies are not replacing human creativity but changing and redefining the creative work environment. The study contributes to the scholarly debate on the paradigm shift in the digital industries and highlights the importance of a balanced and comprehensive use of AI and human creativity.