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Authors:
Paul Heß
Stephan Böhm
Keywords: Keywords-Artificial Intelligence (AI); Human-AI Collaboration (HAIC); Creativity, Creative skills; Media industry, Workforce transformation; Generative Artificial Intelligence (GenAI).
Abstract:
The growing development of Artificial Intelligence (AI) tools such as ChatGPT and Midjourney is transforming creative processes in the media industry. This transformation shows itself not only through full automation, but also through Human-AI Collaboration (HAIC), in which AI systems support rather than replace creative professionals. However, there is a lack of empirical studies that systematically capture media professionals’ perspectives on creative competencies in the context of AI. Addressing this research gap, this study aims to investigate how media professionals in Germany perceive and use AI related to creative tasks and skills. Based on a quantitative panel survey of 128 respondents, the study analyzes both, current practices and future expectations regarding AI’s role in creative work. The findings reveal that AI tools are already widely integrated into creative workflows. At the same time, respondents with a strong creative self-concept tend to view AI as both a supportive tool and a potential threat to creative roles. The study contributes to the ongoing discourse on the AI-based transformation of creative labor and the future of skills in AI-augmented work environments.
Pages: 89 to 96
Copyright: Copyright (c) IARIA, 2025
Publication date: July 6, 2025
Published in: conference
ISBN: 978-1-68558-330-9
Location: Venice, Italy
Dates: from July 6, 2025 to July 10, 2025