Generative AI is a major disruptor of creative work that has the potential to significantly alter both independent and salaried creative work.

It could lead to an explosion of AI-assisted innovation, where humans are supported to do their work more quickly and efficiently, a scenario where machines monopolize creativity and put humans out of work, or a future where authentic human creativity is valued more. Businesses and society will need to decide how much of the creative work will be done by AI and how much by humans. People should invest time and effort to master the art of creativity in a world with generative AI.

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