Sabah Abdel Sabour

The rise of Artificial Intelligence (AI) applications, particularly generative AI, has sparked a broad debate about the future of creativity as an epistemological, political, and cultural issue that goes beyond the boundaries of art and technology. AI has a growing capacity to generate text, images, music, and digital content using generative algorithms. This ability has prompted discussions that go beyond just the quality of outputs. The discussions focuson the nature of creativity itself, the limits of consciousness in its production, and the human role in assigning meaning and purpose. At the same time, AI-powered creativity has become an arena where cultural influence intersects with the competition among major powers to shape narratives and global collective consciousness, redefining the concepts of soft power, creativity, and originality in the digital age.Machine Creativity The rise of AI has caused a structural shift in the understanding of creativity and its production. Creativity is no longer purely a human endeavor based solely on personal experience and expertise; it has become a field where algorithms interact with human imagination during conception and execution. This transformation has prompted a reevaluation of established concepts such as originality, skill, and creative purpose, as generative models are increasingly used across multiple creative sectors. Key trends shaping the creative industry in the AI era include:1- Expansion of AI in the Creative Field: The creative sector is witnessing an unprecedented growth in AI use, which is no longer limited to technical support but has become a structural component of the creative production process. Generative models now contribute to text composition, image design, music creation, and digital content management, reshaping the entire creative cycle from idea to publication. AI is increasingly seen as a partner in creation rather than merely a tool for execution. Nevertheless, this presence remains guided by <a href="https://newapproach.org.au/wp-content/uploads/2024/09/A-New-Approach-ANA-2024-Analysis-Paper-Guide-Steer-Repeat.pdf" rel="noopener noreferrer" target="_blank">human oversight</a>, which determines the direction, value, and ultimate meaning of creative work.2- Ongoing Distinction Between Human and AI Creativity: Human creativity relies on personal experience, consciousness, and intention—elements that inspire a work with <a href="https://link.springer.com/article/10.1007/s00146-025-02682-3" rel="noopener noreferrer" target="_blank">symbolic depth and expressive meaning</a>. In contrast, AI creativity involves processing massive patterns and recombining them according to probabilistic models, without awareness or intention. Although AI outputs may appear innovative, they lack the emotional and experiential depth of human creation. This fundamental difference marks a clear distinction between creativity as a conscious act and algorithmic production as a technical process.3- Redefining Creative Originality: AI challenges traditional notions of originality, which were once associated solely with individual genius and personal experience. Today, originality is increasingly judged by a work’s ability to surprise audiences and transcend established patterns, even when produced <a href="https://www.diplomacy.edu/blog/ai-and-human-creativity-who-should-hold-the-brush/" rel="noopener noreferrer" target="_blank">algorithmically</a>. However, debate continues over whether algorithmic originality alone is sufficient or whether human input is necessary to provide meaning and significance. Originality is thus evolving from a purely individual attribute to the product of human–machine interaction.4- The Spread of ‘Creativity for All’ and ‘Artistic Homogenization’: AI has lowered barriers to entry in creative fields, enabling broad participation in producing visual, audio, and textual content without extensive training. This democratization promotes the notion of ‘creativity for all,’ as technical skill is no longer a prerequisite for participation. However, rapid access raises concerns about <a href="https://arxiv.org/abs/2502.03940" rel="noopener noreferrer" target="_blank">flattening creative expertise</a> and diminishing the value of accumulated knowledge. Excessive reliance on algorithms may also result in stylistic homogenization, eroding artistic diversity, which is central to cultural richness.5- Awareness of AI’s Limited Creative Capabilities: Despite unprecedented advancements, AI remains limited as an independent creative agent due to its lack of awareness, purpose, and ethical responsibility. Its outputs, however sophisticated, are <a href="https://www.ovid.com/journals/tjcb/fulltext/10.1002/jocb.70022~humanai-cocreativity-does-chatgpt-make-us-more-creative" rel="noopener noreferrer" target="_blank">constrained by the data</a> it was trained on and the design choices made by humans. Evaluations indicate that AI’s imaginative and creative depth remains inconsistent and limited, falling short of human artistic expression. Consequently, AI is best regarded as a complement to human imagination, not a substitute.AI and Soft PowerAI’s influence extends beyond the creative process, reshaping global cultural and political dynamics and turning creativity into a tool of soft power. With algorithms managing content distribution and shaping digital interactions, the ability to produce and disseminate machine-generated content has become a key factor in influencing collective consciousness and public opinion. In this context, the development of AI intersects with the competition among major powers for symbolic and cultural influence. At the same time, it raises significant risks, including monopolization, manipulation, and a widening knowledge gap. Accordingly, several political implications of the expanded use of AI in the production ofcreative content can be highlighted as follows:1- Artificial Creativity as a Tool of Soft Power: AI has transformed soft power by shifting influence from traditional cultural tools to algorithms that regulate content flow and guide daily human interactions. Generative systems shape preferences and opinions subtly, often without user awareness. Algorithmic content curation creates new perceptions of reality, politics, and culture, granting <a href="https://www.project-syndicate.org/commentary/ai-is-a-soft-power-tool-model-uptake-depends-on-trust-not-coercion-by-ren-ito-2025-08/arabic" rel="noopener noreferrer" target="_blank">countries and corporations that control</a> these technologies an indirect capacity to influence social behavior. AI thus evolves from a technical instrument into a potent vehicle of soft power.2- Rising International Competition over Algorithmic Creativity: Global competition is intensifying among major powers to develop AI models that are culturally and media-wise more influential. Technical superiority alone is insufficient; public trust and acceptance have become decisive measures of influence. Some nations aim to deploy <a href="https://www.ajnet.me/tech/2024/6/16/%D8%A7%D8%AD%D8%AA%D9%83%D8%A7%D8%B1-%D8%A7%D9%84%D8%B0%D9%83%D8%A7%D8%A1-%D8%A7%D9%84%D8%A7%D8%B5%D8%B7%D9%86%D8%A7%D8%B9%D9%8A-%D8%AD%D9%82-%D9%85%D8%B4%D8%B1%D9%88%D8%B9-%D8%A3%D9%85" rel="noopener noreferrer" target="_blank">models aligned with their political narratives</a> and cultural values, although concerns over privacy and surveillance limit the global reach of certain systems amid this competition.3- Dominance of Tech Platforms in Global Creativity: The proliferation of AI has concentrated power within a small number of major tech platforms possessing critical data, infrastructure, and technical capabilities. Access to these platforms is increasingly central to contemporary creativity, positioning them as key influencers of public taste and cultural production standards. These platforms also promote aesthetic norms and working methods aligned with their algorithms, creating a new <a href="https://arxiv.org/abs/2502.03940" rel="noopener noreferrer" target="_blank">dependency for creators</a> who rely on corporate tools to reach audiences, thereby redefining influence in the global creative economy.4- Risks of AI-Driven Influence on Public Opinion: The widespread use of machine-generated content to shape public opinion raises concerns. Texts, images, and videos that are difficult to distinguish from human-generated content can confuse audiences and <a href="https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5192993" rel="noopener noreferrer" target="_blank">erode trust in information.</a> These techniques can reinforce "sharp power" by subtly shaping collective consciousness. Algorithmic opacity further widens gaps in understanding and increases susceptibility to manipulation.5- Prospects for Regulation and Governance: Addressing these risks requires a balanced model emphasizing <a href="https://arxiv.org/pdf/2505.19167" rel="noopener noreferrer" target="_blank">human–machine partnership</a> rather than replacement. Legislative and ethical frameworks must govern AI training and deployment in creative domains. <a href="https://newapproach.org.au/publication/guide-steer-repeat-applications-of-ai-in-arts-culture-and-creativity-and-how-australia-should-respond/" rel="noopener noreferrer" target="_blank">Transparency, accountability</a>, and protection of human creative rights are essential. Investment in professional training can mitigate bias and misuse. With proper governance, AI can support rather than dominate human creativity.In sum, despite AI’s capacity to produce sophisticated creative outputs, it lacks human attributes such as intention, consciousness, and meaning, making it a complementary force rather than a replacement. Its expanding role in culture transforms creativity into a soft-power tool, reshaping influence among nations, platforms, and individuals. This role is expected to deepen as generative models become increasingly central to media, culture, and education, alongside growing risks related to monopoly and opaque influence on public opinion. The future of creativity will hinge on society’s ability to forge a balanced human–machine partnership, preserve human meaning, and ensure ethical and regulatory oversight that maintains diversity and cultural independence.

How Artificial Intelligence is Transforming the Creative Industry's Future