Artificial intelligence – rushed revolution or holy algorithmic grail?

Overview

The dawn of the Artificial Intelligence (AI) era heralds a paradigm shift in the cultural and creative industries (CCIs), presenting both unprecedented opportunities and formidable challenges. This South African Cultural Observatory's (SACO) report, “Artificial Intelligence – Rushed Revolution or Holy Algorithmic Grail?” offers a comprehensive examination of this transformative impact on South Africa's CCIs, unveiling a sector at a critical juncture.

This study, conducted between October 2023 and July 2024, provides a timely snapshot of the AI landscape within the CCIs, capturing the dynamic interplay between technological advancement and creative expression for creative workers and the work they produce. The study asked whether AI’s advent is a rushed revolution or a holy creative grail. The findings show that for most creative workers AI is both a rushed revolution, lacking guardrails and protections, and a renaissance enabling new and unimagined expression and speed. Through rigorous primary research, including surveys, workshops, and interviews with creative workers and industry experts, the report demonstrates the multifaceted nature of AI's integration into creative processes and its implications for the future of work, cultural production, and economic growth.

The findings reveal a prevailing sense of cautious optimism among South African creative professionals. A significant majority (68%) express positivity and excitement about AI and machine learning, recognising their potential to open “a whole new paradigm of possibilities and conveniences”. This enthusiasm is reflected in the high adoption rate, with 70% of surveyed individuals reporting the use of AI tools or software in their creative work, particularly GPTs (Generative Pre-trained Transformers) and advanced software suites such as Adobe's Creative Cloud.

The aim of the research was to capture the sentiment, experience, and responses of creative workers to the dawn of the AI era, at this moment in the evolution of AI. The question of rushed revolutions versus holy grails was also asked to guide the exploration of several important debates and policy recommendations needed to support government, business and civil society interventions and responses amid the AI wave.

From the question the researchers primarily hypothesised that AI as people encounter it right now, could either be a boon or spell gloom the CCIs, creative work and workers. The researchers set out to discover which probability [boon/ holy grail; or gloom/rushed revolution] was more likely, and what attitudes the creative workers had on this question. The results are mixed but largely in favour of allowing and supporting AI’s emergence, with the right protections in place.

However, this optimism is tempered by growing concerns. Creative workers, while acknowledging AI's capacity to amplify local creativity on a global scale, voice apprehensions about intellectual property rights, job displacement, and the preservation of authentic human creativity. The report explores these concerns, including copyright and ownership issues, embedded biases in AI algorithms, privacy and data security, and the potential flood of low-quality AI-generated content.

The study underscores the transformative potential of AI in enhancing productivity, automating routine tasks, facilitating rapid research and experimentation, and uncovering novel patterns. Simultaneously, it highlights the imperative for ethical considerations and effective policy development. The findings emphasise the need for a balanced approach that still supports innovation while safeguarding the rights and interests of creative workers.

To address these complex challenges, the report proposes a “Protection-Innovation-Remuneration Continuum” as a guiding decision-making framework for policymakers. This model emphasises the critical balance between protecting creative workers and their intellectual property, promoting innovation, and ensuring fair compensation. The report outlines specific policy recommendations, including the adaptation of copyright laws, investment in skills development, promotion of ethical AI practices, and the establishment of multi-stakeholder advisory councils.

As AI continues to rapidly evolve, and no day is the same as the day before in the AI industry, the report advocates for an inclusive national vision of an AI-rich future for all South Africans, with a particular focus on creative workers and their outputs as a templar cohort for understanding the impact of AI on people and their creative work, given the uptake and penetration of AI of creative work domains. It calls for collaboration between stakeholders at local, national, and regional levels, emphasising the importance of digital literacy, AI skills development, and investment in data infrastructure.

In essence, this report serves as a crucial baseline for understanding the impact of AI integration across the CCIs in South Africa. It not only identifies challenges and opportunities but also reflects diverse perspectives on AI uptake at this pivotal moment in the algorithmic age. By providing insights into the tensions between AI's disruptive potential and its innovative possibilities, it aims to guide policymakers, industry leaders, and creative professionals in navigating the complexities of the AI era by spotlighting them and providing a policy lens through which to view the developments – an intervention more than 90% of creative workers advocated for.

On threshold of this technological revolution, the report underscores the necessity for continuous learning, adaptive policymaking, and ethical considerations. It challenges us to shape AI with our values, ensuring that it enhances rather than replaces human creativity. Through this comprehensive analysis, the SACO report lays the groundwork for South Africa to harness the potential of AI, fostering a more vibrant, inclusive, and prosperous creative economy that honours its cultural heritage while boldly embracing the future.*

Key words: Artificial Intelligence, Creativity, Cultural and Creative Industries, Copyright Law, Intellectual Property, Machine Learning, Open Access

Authors: Ms. Amy-Louise Shelver, Dr. Karabo Maiyane, Ms. Masilakhe Njomane

Research assistants: Ms. Mariapaola McGurk

Suggested reference: Shelver, A., Maiyane, K., & Njomane, M. (2024). “Artificial intelligence – rushed revolution or holy algorithmic grail? The initial impact of artificial intelligence on South Africa’s creative work and workers”. DSAC/South African Cultural Observatory: Gqeberha.