We are living in an era where technology is advancing faster than our systems can keep up. Generative AI is fundamentally changing the way we create, produce, and generate value within the creative industry. The question is not whether we will embrace it, but how.
Productivity is rising, but value and ownership are increasingly shifting toward a small number of technology companies. At the same time, the creative sector’s foundations are under pressure: the nature of work is changing, the influx of new talent is becoming more precarious, and traditional models of learning and earning are no longer a given.
Where Does AI Cause Friction? Three Tensions in the Creative Industry
It is precisely in the creative industry—where imagination, craftsmanship, and meaning are central—that this development strikes at the heart of the work. We see three key tensions:
1. The Disappearance of Learning Processes
AI is increasingly taking over the work of junior staff, even though that is precisely where professional development takes place (think of Malcolm Gladwell’s 10,000-hour rule). Without this process, professional expertise will decline, and a gap will emerge between junior and senior talent.
2. The Erosion of Jobs and Business Models
AI boosts productivity, but the value does not automatically flow back to creators, the economy, or society. Consider “ghost GDP” and the growing concentration of capital.
3. The Blurring of Truth and Authorship
AI is making it increasingly difficult to distinguish between what is created by humans and what is created by systems. This raises fundamental questions about reliability, ownership, and value: when is something “real”—and when does that matter?
The Potential of Generative AI for Creativity and Innovation
At the same time, AI offers significant opportunities for the creative sector:
- Accelerating creative processes
- New forms of storytelling and media
- Access to powerful tools for emerging creators
- Development of new revenue models and creative business models
Our perspective on AI in the creative industry
We believe that AI should not only increase efficiency, but should also contribute to human creativity, ownership, and value creation. This requires conscious decisions: when should we use AI—and when should we not?
Cognitive autonomy requires discipline.
Strategy: Working Together to Build a Future-Proof Creative Ecosystem
We are committed to a collaborative and regional approach in which educational institutions, creators, and businesses work together. Together with partners such as NHL Stenden, Firda, Cinenord, Creatieve Coalitie Friesland, and Mooiedingenmakers, we are building an ecosystem in which:
- Where experimentation and creation meet
Not just talking about AI, but building, testing, and applying it. - Value is distributed more fairly
New models for shared ownership and intellectual property.
Continues to Prioritize Human Value: Creativity, Craftsmanship, and Meaning at the Heart of the Process.- AI literacy is being promoted on a broad scale
From students to professionals and the general public.
Actions: From Vision to Practice
We are taking concrete steps to bring this strategy to life:
- We are building a CreAI Studio where students and creators can apply AI to real-world projects and develop new models for learning and working.
- We are developing a Creative GenAI Cooperative, where knowledge, ownership, and value are shared fairly.
- We are strengthening education and supporting teachers in the areas of AI and creativity.
- We are facilitating a public discussion on the impact of AI on work, creativity, and the economy.
These developments demonstrate that generative AI is not merely a technological change, but a fundamental shift in how we work, learn, and create value within the creative industry.
