Artificial Intelligence (AI) Workshop

Artificial intelligence – rushed revolution or holy algorithmic grail?

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.