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Generative AI in Creative Industries
Abstract: Generative artificial intelligence (GAI) is rapidly reshaping creative work by producing novel text, images, and other media, shifting AI from routine automation into domains traditionally defined by human originality. This paper develops a literature-based conceptual perspective on GAI and creativity, grounded in an information systems (IS) lens and the creativity support systems tradition, which frames creativity as output that is both novel and useful. Using a multidisciplinary corpus identified through structured searches and analyzed with grounded theory methods, three researchers conducted iterative open, selective, and theoretical coding to synthesize key patterns and tensions across the literature. The analysis yields eight organizing themes: GAI as a creative tool and collaborator; the need for human guidance and curation; ethical implications and bias; limitations in representing emotion and culture; authorship, ownership, and plagiarism risks; cultural and artistic misrepresentation; technological influence and determinism; and impacts on creative industries and practices. Building on these themes, the paper advances a set of conjectures regarding when human–GAI co-creation may produce superior outcomes, the conditions under which GAI should be treated as a tool rather than an autonomous agent, and the governance mechanisms needed to mitigate harms. Overall, the we suggest that GAI can enhance ideation, visualization, and productivity in creativity-intensive processes, but that responsible value creation depends on sustained human oversight, technical skill development, transparency, and evolving legal and ethical frameworks.
Bio: Jordana George is an Assistant Professor of Information Systems in the Mays Business School at Texas A&M University. Jordana is primarily a qualitative researcher. She holds a Ph.D. from Baylor University, an MBA from Penn State, and an MFA from the University of California at Davis. She formerly managed client services, technical support, and systems implementation at technology companies and educational institutions before her PhD. She currently researches the social impact of information systems, including various forms of digital activism, fakery and disinformation, and digital forms of corporate social responsibility, such as data philanthropy and emancipatory technologies. Her most recent work has been the exploration of AI and creativity.