In recent years, AI has transcended its status as a mere generator of content. Today’s creative AI systems — from generative models to autonomous agents — are capable of interpreting briefs, proposing scenarios, orchestrating processes, and shaping aesthetics. In fashion, music, art, design, and media, AI is integrated into creative processes, but its influence goes far beyond productivity. It brings forth questions of authorship, originality, and intentionality, while inviting organizations and artists to navigate new roles as orchestrators of hybrid human-machine creativity.

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In this study & workshop, we cover:

• An overview of creative tools AI and their use cases in creative industries
• A sociological perspective on creativity
• Perspectives on human-machine creative collaborations based on industry uses cases and artistic performances