Creative Work and Artificial Intelligence: Imaginaries, Assemblages and Portfolios

Abstract

This article analyses how the impacts of AI technologies on creative work have been identified and constructed. The concept of imaginaries is used as a methodological and analytical approach to analyse a variety of grey literature sources published in the UK. The analysis highlights three interconnecting risk imaginaries in which creative occupations are differentiated from other occupations – they are safe and/or are being complemented, but are not being replaced by automation. The construction and implications of these imaginaries are questioned in two ways. Firstly, the concept of assemblages highlights the everyday role of AI technologies in creative production. Secondly, analysis of portfolio working and multiple job holding problematises the notion of safe creative occupations. This article argues that the relationship between AI technologies and creative work can be partly understood as enhancing creative production and the opportunities for creative work, and partly understood in terms of uncreative production and non-creative work.