AI and the Future of the Creative Sector

What does this mean in practical terms for creatives?

1. AI is becoming a standard creative tool

Just as Photoshop, CAD software, or Canva were once new, AI tools will soon become part of our daily work. Think of:

• developing concepts faster;

• generating mood boards;

• image editing;

• writing copy;

• creating visualizations;

• research and idea development.

According to the report, creative professionals must therefore actively develop AI skills.

2. Human creativity remains just as important

The authors emphasize that AI should primarily be supportive. Creativity, taste, vision, cultural knowledge, and originality remain human qualities. Skilled creators are likely to become more valuable because they can intelligently guide AI rather than merely execute its commands.

3. Copyright is becoming a major issue

Many AI systems are trained using existing images, text, and music—often without clear permission from creators. That is why the report calls for:

• fair compensation for creators;

• transparency regarding training data;

• protection of creative styles and work;

• clear labeling of AI-generated content.

For photographers, illustrators, and designers, this is likely to be one of the most important discussions in the coming years.

4. Deepfakes and copies are on the rise

AI is making it increasingly easy to imitate voices, faces, and styles. The report warns against the misuse of identity and creative signatures. Governments must better protect creators against this.

5. Small studios are gaining new opportunities

AI tools make high-quality production cheaper and faster. This allows small agencies and freelancers to compete with larger players. At the same time, it creates more competition and pressure on rates.

6. Local culture and originality are becoming more important

Many AI systems are heavily focused on English-speaking and dominant cultures. The report therefore emphasizes the importance of local stories, languages, and cultural identity. Authentic perspectives, in particular, are becoming more valuable in a world full of generic AI content.

7. AI also has an environmental impact

AI consumes a lot of energy and computing power. That is why the report advocates for more sustainable AI systems and more conscious use of technology.

Why this report is relevant to the Netherlands

The Netherlands has a strong creative sector with many freelancers, design studios, architecture firms, and independent creators. It is precisely this group that is directly affected by AI:

• new tools are changing workflows;

• copyright is under pressure;

• creative processes are accelerating;

• international competition is growing.

At the same time, AI offers enormous opportunities for innovation, experimentation, and new forms of creative entrepreneurship.

Conclusion

This report does not view AI as a threat, but as a new creative infrastructure comparable to the advent of the internet or digital design software. The challenge for creators will be to intelligently combine technology with human qualities such as vision, imagination, ethics, and cultural significance. The creative professional of the future is therefore not only a creator, but also a curator, strategist, and AI-literate entrepreneur.

Source:
A Global AI Agenda for the Cultural and Creative Industries – Creative PEC & British Council (2026).