Artificial intelligence in creative industries: can technology replace people?
25 April 18:36
In the 21st century, the rapid development of artificial intelligence is fundamentally changing not only technical industries, but also areas that until recently were considered exclusively for humans: art, design, music, journalism, and literature. AI is already creating paintings, writing lyrics, composing music, and even generating videos. What was science fiction a few years ago is now becoming commonplace.
The question arises: what role will creative professionals play in a world where machines can create?
Kommersant’s discussion panel “AI in Business Communications and PR: What are the Benefits and Hidden Threats ” gave leading media professionals the opportunity to share their experience on how technology affects the creative industries, what opportunities and challenges it creates for artists, including journalists and PR professionals. Whether AI will become a new tool for expanding human creativity or threaten to supplant creativity as a unique human trait, [ komersant] analyzed in detail.
Who owns the content created by AI?
At the conference “AI in business communications and PR: what are the benefits and where are the hidden threats “, Dmytro Palyushchenko, Head of Business Support Practice at Juscutum, shared his experience in supporting companies working in the field of artificial intelligence and outlined the key legal issues related to copyright for content created by AI.
“We are one of the first in Ukraine to provide legal support to AI companies. In 2023, we created a separate legal department that specializes in such cases,” says Palyushchenko.
At the beginning, these were mostly R&D projects, but now the company is working with commercial cases where real legal issues arise: whether certain practices are legal and how to ensure compliance with intellectual property law.
One of the most acute challenges is copyright for works created using artificial intelligence. According to the expert, today the legal framework differs from country to country, but the general principle remains:
“So far, the content created with the help of AI legally belongs to a person – a user or a program developer, depending on the contract. Artificial intelligence is not a subject of law,” says Palyushchenko.
The lawyer explains that in Ukraine, this issue is partially regulated by law, in particular, by the new law on copyright and related rights adopted in January 2023. It introduces the concept of copyright to objects created by computer programs into the legal sphere.
“The law clearly states that property rights to AI-generated content may arise – it can be sold, licensed, and used. However, there is no right to be considered the author of such works, since they are created by a program, not a person,” the lawyer clarified.
At the same time, if a person actively modifies the content created by AI – adding creative or intellectual input – he or she can claim copyright.
What to look for in contracts and policies of AI services
The policy of using generative AI models requires special attention. In many cases, platforms reserve the right to use the content that users create and upload.
“For example, ChatGPT gives you full rights to the content you create. But other services, such as Copilot, may reserve a non-exclusive license to use your content. And Mind Journey grants broader rights only to users with a certain level of subscription,” Palyushchenko clarifies.
Ukraine is currently actively forming the legal framework for AI regulation. In 2024, the Ministry of Digital Transformation presented the so-called “white paper” – the concept of ethical and legal regulation.
“It sets out rules for the use of AI, recommendations for the ethical handling of data and intellectual property. This is an important step that should become the basis for further legal regulation in this area,” the expert summarizes.
Artificial intelligence in journalism: what are the risks for the media industry?
Dmytro Samolyuk, Head of Digital Media Group at We Are Ukraine, raised a number of fundamental issues facing journalism in the age of generative artificial intelligence.
Mr. Samolyuk began his speech with a rhetorical question:
“What will AI generate if all journalists stop asking questions, searching for news, checking facts, writing texts? If there is no input, there will be no output. The program needs information. Human, verified, meaningful information,” Samolyuk said.
The speaker also cited a case where Russian structures massively purchased publications in Ukrainian and Western media to manipulate their content for propaganda purposes.
“Now imagine that these materials become the basis for teaching language models. Can we expect them to generate truthful, relevant information? No. This is a huge risk, and it’s not just about Ukraine – it’s a global problem,” says Dmytro Samoliuk.
According to Samoliuk, even the most advanced models can produce logical errors if a human does not analyze the result.
“AI can collect sources, make a digest, but if you don’t filter it manually, you risk making a serious factual error. It’s no longer a tool, it’s a threat,” says the media professional.
AI as a tool for generating ideas
Despite the risks, the expert sees the benefit of using neural networks at the brainstorming stage:
“AI does not necessarily have to give an answer. However, it can suggest an idea. It can offer five options, none of which will be suitable, but instead open up a sixth, its own. This is a real value,” says Samolyuk.
In conclusion, he emphasized that even in the age of digital transformation, no AI can replace a journalist with analytical and critical thinking.
“You can create a platform, automate the process, write a news story. But only a human can give it meaning and responsibility. This is exactly what AI is not yet able to do, and perhaps it will never be able to do,” summarizes Dmytro Samolyuk.
AI in PR and IT: SoftServe’s experience and three rules of effective use
During the panel discussion on the use of artificial intelligence in communications and PR, Yulia Maltseva, Senior PR Specialist at SoftServe, shared the company’s practical cases, research insights, and personal observations. According to her, AI is not just a technology of the future, but already the present, which helps to significantly increase productivity and rethink the routine.
Read also: AI in communications: copyright or author’s illusion?
Back in 2023, SoftServe conducted an internal study that showed that the use of AI in development teams increased productivity by 45%.
“This included writing code, creating documentation, and analytics. We created a separate working group to implement AI solutions across the company,” says Maltseva.
Maltseva identifies several key areas of AI application in PR:
- Information search and research: when media professionals prepare an interview or article, they use AI to find relevant data and formulate questions. This improves the quality of preparation and provides interesting ideas.
- Media analytics: monitoring systems such as LookMe have integrated ChatGPT for mention analytics. It allows not only to see the data but also to understand the context.
- Interview automation: in 2019, it took hours to transcribe interviews. Now, it takes a few minutes, and you can immediately revise the text with the help of AI.
“Sometimes AI helps even psychologically. When it is difficult to start a text, it can become a support: sketch out ideas, create a structure. It gives you a feeling that you are not at zero anymore and inspires you to move on,” the expert says.
Three rules of working with AI at SoftServe
In conclusion, Maltseva talks about the basic principles that the company adheres to when working with AI:
- Critical thinking: AI can generate errors, so-called hallucinations. We need to be able to detect and correct them.
- Data security: we do not input sensitive or confidential information into AI systems. This is prohibited by the company’s internal policy.
- Ethics: copyright, originality, influence on public opinion are all important. AI should be a tool, not a replacement for humans.
Artificial intelligence is not a revolution, but a natural step forward
Olena Derevyanko, co-founder and partner of PR-Service agency, vice president of the Ukrainian PR-League, doctor of economics and professor, says that AI is not something radically new, but a logical continuation of the process that humanity has been going through for more than a century: from mechanization and automation to digital transformation and, ultimately, to the intellectualization of processes.
“I’ve been living in this world for a long time and I remember well how personal computers, the Internet, e-mail, and mobile communications entered our lives. What once seemed fantastic has become commonplace. Artificial intelligence is just the next stage of this development,” says Olena Derevianko.
The professor notes the following:
“For me, AI is just another stage of scientific and technological progress, like the emergence of the Internet or mobile communications. Artificial intelligence is simply robotization that has ‘gone human’, i.e., in those areas where automation was previously impossible due to limited human resources.”
According to Derevyanko, while robotization used to be about production, it has now entered the field of intellectual labor.
Artificial intelligence is making profound changes in the creative industries, creating new opportunities for professional development. However, it also creates new challenges: whether media professionals will be able to maintain their uniqueness in a world where robots can generate content.
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