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Impact of AI on creatives and creativity

While it has opened up new opportunities and capabilities, it has also raised questions and challenges.

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This keynote covers some of the key ways AI has influenced creativity and creatives:

Idea Generation and Content Generation

AI can assist creatives in brainstorming and generating ideas. Creative professionals can use AI-powered tools to explore new concepts and possibilities more quickly.

AI can automate the creation of content such as articles, music, art, and even video. This can save time for creatives and expand the volume of work they can produce.

Automation and Workflow Optimization

Repetitive tasks like data analysis, research, and data visualization can be automated with AI, allowing creatives to focus more on the creative aspects of their work.

AI can optimize creative workflows by recommending tools, techniques, or approaches based on historical data and patterns.

Personalization and Recommendation

AI-driven recommendation systems can help creatives discover new content, inspiration, and relevant resources, which can stimulate their creativity.

Generative Art

Artists use AI algorithms to create unique pieces of generative art. AI can generate art based on a set of parameters and even mimic famous artists' styles.

Design Assistance

AI tools can assist designers in creating logos, layouts, and other visual elements, speeding up the design process.

Music and Composition

AI-generated music is becoming increasingly sophisticated, with algorithms composing original pieces or assisting musicians in generating new ideas.

Film and Media

AI can assist in video editing, voiceovers, special effects, and even scriptwriting, making filmmaking more efficient and creative.

On the other hand, AI also raises questions and challenges. 

Ethical Concerns

The use of AI in creative fields raises ethical questions, such as authorship and intellectual property rights when AI generates content.


There is a risk that AI-generated content might lead to a homogenization of creativity, as algorithms rely on existing data to create new works, potentially stifling diversity and innovation.


Creatives may become overly dependent on AI tools, leading to a loss of traditional creative skills.

Quality Control

While AI can assist in content creation, quality control remains a challenge. Creatives must ensure that AI-generated content aligns with their vision and standards.

In summary, AI has both positive and negative impacts on creativity and creatives. It can enhance productivity, inspire new ideas, and optimize workflows, but it also poses ethical and creative challenges that need careful consideration as the technology continues to evolve. The key is to find a balance between human creativity and AI assistance to unlock the full potential of both.

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Erwin Van den Brande is on a mission to bridge the gap between the cultural and creative realms and the business world. Recognizing that companies face disruptive challenges requiring novel approaches and thinking, he advocates for mutual learning between business leaders and the art world. With a background in economics and experience in various management roles within technology companies, Erwin is also an entrepreneur who has founded multiple start-ups. Since 2010, he has pursued a parallel career as a visual artist, exhibiting his works in Belgium and internationally.

His passion lies in uniting seemingly disparate worlds through art, viewing art as not just a form of expression but also a mindset for living and working. This vision led to the creation of Dual&Day, an initiative focused on facilitating connections between companies and cultural actors through "artification" processes. Erwin and Dual&Day offer a range of services including lectures, workshops, advisory sessions, publications, and concrete artification projects aimed at fostering creative collaborations and innovative thinking within businesses. Through these efforts, Erwin aims to harness the transformative power of art to inspire fresh perspectives and solutions in the corporate world while also enriching artistic endeavors with business insights.

Erwin Van den Brande

Advocate of paradoxes and oxymorons because they provide new insights

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