Latest news with #DALL·E
Forbes
12 hours ago
- Business
- Forbes
Ads Without Authors: How Automation Dismantles Holding Companies—and Culture
AI-Optimized Advertising, Human Authorship Erased: The Cost of Automation Platforms like Meta, X, Google, and Amazon aren't just automating ads—they're bypassing the agencies that built the industry. In the race to own the feed with automation, friction is fatal. Advertising has long been a canvas for human creativity, reflecting and shaping societal values. From iconic campaigns that captured the spirit of an era to ads that challenged social norms, human-crafted advertising serves as a cultural touchstone. Removing humans from this process doesn't just streamline production—it risks erasing the cultural narratives embedded within these messages. Future generations won't study Midjourney outputs. They'll study the ads we made—because ads, at their best, are the sharpest shorthand for what a society values, fears, and aspires to become. As we delegate creative control to AI, we must ask: what stories are we losing, and what does that mean for our collective cultural memory? Meta's latest ambition to fully automate ad creation by the end of 2026 isn't just a business strategy—it's a warning. The company's vision is deceptively simple: advertisers provide a product image, a budget, and a few goals, and Meta's AI handles the rest—copywriting, visual generation, media placement, and real-time optimization. The entire campaign lifecycle becomes push-button. Meta is reportedly considering integrations with tools like Midjourney and DALL·E to enhance asset creation. The ambition is to make advertising seamless, especially for small and midsize businesses that lack in-house creative teams. However, what begins as simplification quickly becomes centralization, where one platform governs not only distribution but also expression. What's at stake isn't just jobs—it's the future of originality, the pipeline of creative talent, and the power to shape culture. If Meta's model becomes the norm, we risk a creative monoculture, where differentiation dies and everything starts to look alike because the same machine created it. Proponents will argue that this democratizes advertising, thereby leveling the playing field for small businesses. And they're not wrong. But democratization without differentiation still leads to mediocrity. Tools may become accessible. But brands become interchangeable. And Meta is just the start. Spotify is auto-generating background music. Amazon is letting AI write product listings. Google is publishing AI-generated search summaries. Even journalism is being templated by prompts. We're not just automating workflows—we're displacing the origin of voice, taste, and intent. What Meta is proposing is not just an automation layer. It's a creative feedback loop entirely governed by the platform itself. When Meta automates both the creation and the optimization of ads, it doesn't just accelerate the campaign cycle—it collapses the loop. The ad that performs best becomes the blueprint for the next, narrowing the window for originality until all that remains is whatever the algorithm can predict. This is not creativity—it's curation at scale. Let's get something straight. These systems are not creators. They are morph engines—remixers of data, not originators of thought. What they do appears to be creative, but it isn't. It's a simulation. Highly effective, often impressive, but fundamentally derivative. They are powerful tools. But we should never mistake the tool for the purpose. Meta's automation play reveals the larger issue: we're not just automating tasks, we're automating the conditions that make originality possible. When everything is a remix, who's responsible for the remix's meaning? And when every brand runs through the same pipeline, what's left of the difference? Jean Baudrillard, a French sociologist and philosopher known for his work on simulation and hyperreality, once said, 'The sad thing about artificial intelligence is that it lacks artifice and therefore intelligence.' That's precisely the point—AI can fake style, structure, even tone. But it can't fake a purpose. Not yet. And probably not ever. AI doesn't create—it interpolates. And interpolation is not insight. It's the ghost of thinking without the burden of understanding. It's mimicry in drag. Personalization isn't creativity. It's precision. It tells you who to speak to, but not what to say—or why it matters. The performance of intent, minus the spark that gives it life. Across industries, the same logic is taking hold: Everywhere, the promise is the same: faster, cheaper, better. And everywhere, the result is the same: homogenization. The deeper risk isn't job displacement—it's meaning displacement. When creativity is automated, it loses its expressive quality and becomes more efficient. And once it's efficient, it's disposable. Ursula Franklin, a physicist and philosopher best known for her work on the social impact of technology, captured this tension in her definition of prescriptive technology: 'designs for compliance.' She warned that when work is reduced to repeatable steps, we lose not only control but also the creative possibility of deviation. Franklin contrasted this with holistic technologies, which preserve human intuition and craft. Our future depends on protecting the latter. Friction is not failure. Friction is the forge. The moments we remember in business—or life—aren't the ones that ran on rails. They're the ones who nearly broke us. The campaign that almost didn't ship. The pitch that bombed, then landed. The rewrite that found the truth. In our race toward frictionless everything, we're stripping away the very texture that makes things memorable. And Meta's move to automate the entire ad pipeline is just the latest attempt to turn marketing into math—flawless, efficient, lifeless. Friction isn't a flaw in the system. It's the source of learning, innovation, neuroplasticity, and art. Whether in synapses or symphonies, friction is how we stretch. It's how the human mind adapts and creates meaning. Without it, we may get results, but we won't get resonance. In a world saturated with auto-generated content, what becomes scarce isn't information—it's resonance. And resonance can't be manufactured. It has to be felt. The brands that will matter tomorrow won't be the ones that optimized the most impressions. They'll be the ones who found a way to bypass the algorithm and create something tangible. Something experiential. Something no AI could hallucinate into existence. This is where experiential marketing becomes more than a tactic—it becomes resistance. It's not a return to analog. It's a return to meaning. Kurt Vonnegut wrote, 'We are dancing animals. How beautiful it is to get up and go out and do something.' The algorithm may be able to mimic the rhythm, but it will never learn to dance. It can choreograph—but not choose to move. What Meta is doing—what nearly every vertical is racing toward—is based on a seductive lie: that easier is always better. But ease is not a virtue. It's not the metric by which we measure a life, a brand, or a society. We weren't built for ease. We were built for meaning. And meaning requires effort. It requires tension. It requires authorship. To automate that away in the name of scale is not progress. It's surrender. If we must automate, let's automate to amplify, not erase. Tools should provoke better questions, not just faster answers. That means keeping humans in the loop. It means labeling AI-generated creative work. It means building guardrails that force friction back into the process, rather than removing it entirely. Because when ads are created by machines and optimized by machines, who is accountable for their influence? If you're not the author of what shapes your choices, are they your choices? We need more than regulation—we need a red line. Authorship, consent, and sovereignty should not be optional when automation touches identity. This isn't just a creative threat—it's an existential one for holding companies and agencies. The largest tech platforms—Meta, Amazon, Google, X, Microsoft—make billions from advertising. However, as their AI systems become increasingly close to brands and consumers, the need for intermediaries begins to diminish. Why would Meta need an agency when it can generate, target, and optimize ads directly for the brand? Why would a brand rely on a holding company when it can plug into the model that sits at the heart of the user's digital life? As AI-native platforms move closer to both brands and consumers, the traditional agency model finds itself at a crossroads. Holding companies were designed for fragmentation—fragmented channels, insights, creative, and data. But when the platforms now own the whole stack, and the AI becomes the primary interface to the consumer, what's left for intermediaries to manage? Tom Sivo, VP of Emerging Technology at Interpublic, puts it this way: The holding company was built for a time when storytelling, media buying, and consumer insight were fragmented. Today, the platform is the channel, the data, and the distribution. And the AI? It's the last mile. It sits in the user's pocket, anticipates their intent, and steers the interaction before a brief is ever written. In that world, holding companies don't evolve—they vanish. Because the agency becomes a friction in a system that worships fluidity, and whoever is closest to the consumer controls the conversation. Today, that's no longer a strategist, a planner, or a brand team. It's the model. The danger isn't just that AI will replace our jobs. The danger is that we will replace ourselves—inch by inch, prompt by prompt—until we no longer remember what it felt like to make something real. I'm not anti-AI. But I am pro-human. And being human isn't just a biological fact. It's a creative act. One that we perform daily through our decisions, expressions, and struggles. If we let go of that—if we let AI simulate not just our output but our intent—we don't become more efficient. We become spectral. Present, but not alive. So yes, automate the repetitive. Automate the dull. But draw a line. Because if we automate the struggle, we lose the story. And if we lose the story, we lose the point. If you're building with AI, ask yourself this: Am I amplifying human brilliance—or replacing it with synthetic volume? Because once originality is gone, no algorithm can recreate it. The future isn't human or AI. It's human with AI—if we build it that way. But only if we remember that tools are only tools. Meaning is still up to us. Because the point isn't productivity. Its meaning. To create is to leave a trace. If AI erases the struggle, what's left behind isn't art. It's output. And through automation, if every ad is machine-generated and every engagement is machine-measured, we're not choosing; we're being programmed.
The Hindu
2 days ago
- The Hindu
The Invisible Hand of AI -- How Generative Models Shape Our Daily Decisions
You might not realize it but there is a good chance you used generative AI today without even knowing it. No you didn't have to open ChatGPT or ask DALL·E to make a picture of a cat flying through space. AI is now part of everyday life and it is doing small things all around you. It might have helped you shop online by recommending a product or suggested words while you were writing an email or even helped you finish a boring presentation slide. It could have even pitched in while you were planning dinner by offering recipe ideas. That is how AI works in 2025 and it is not just for computer experts or science fiction fans anymore. It has quietly become a behind-the-scenes helper doing useful things while staying out of the spotlight. It is like a smart assistant that never complains, never sleeps and always shows up on time even if it still gets a few things hilariously wrong now and then. From Fantasy to Functionality - A Silent Revolution Not too long ago the term 'Generative AI' felt like something straight out of Star Trek definitely more suited to fantasy than functionality. But fast forward to today and it is quietly working behind the scenes in the apps you use every day. Gmail helps you draft emails that make you sound smarter or at least more polite, PowerPoint magically turns your bullet points into full presentations with matching images or charts and Microsoft Word fixes your awkward sentences like a grammar wizard with a PhD. Even Siri and Alexa have stepped up their game, they no longer just follow commands they actually get what you mean and respond like they have been reading your mind or your texts. The best part is it all works silently in the background. No blinking lights, no dramatic announcements just a smooth subtle upgrade to your digital life that makes you wonder how you ever managed without it. Shopping Gets Personal - Really Personal Say goodbye to the old days of mindlessly scrolling through endless pages of clothes trying to guess what might actually look good on you. Thanks to generative AI, shopping online has become way smarter and a lot more fun. Now you can try on outfits virtually with AI placing those jeans or that jacket right on your photo or a 3D version of you so you can see if it is a hit or a horrible idea before you even click 'add to cart'. It also remembers your style better than your favourite store clerk after just a few clicks it starts showing you things you actually like. When it comes to sales AI does not just wait for discounts it watches trends, compares past prices and gives you a gentle push when the timing and price are just right. Basically retail therapy now comes with a personal shopper that never sleeps, never judges and knows your taste better than you do. Creativity Turbocharged Generative AI is not here to replace human creativity; it is here to give it a serious upgrade like creativity with a turbo boost. Whether you are a designer, musician or writer AI tools have become the ultimate sidekick. On platforms like Canva and Adobe you can now get full design ideas suggested images and even catchy captions for your social media posts all with a few clicks. Musicians are using AI to come up with new melodies mix in harmonies or experiment with loops they might never have thought of. Writers meanwhile are letting AI help brainstorm, plot twists, fix awkward sentences or improve the flow of their work without ever reaching for a red pen. It is like having the dream intern one who is always available, never tired, never complaints and definitely never messes up your coffee order. Education Reimagined Learning is changing a lot because of AI and it is making things easier and more fun. Apps like Khan Academy and Duolingo now have smart AI tutors that help you learn in a way that suits you best. They give you feedback that fits your learning style, change the difficulty of questions based on how well you are doing and even let you practice real conversations like speaking French at a pretend café in Paris. Even when you are stuck with homework, the AI does not just give you the answer, it explains how and why the answer is correct so you actually understand it. It is like having your own friendly tutor who never gets tired and is always ready to help. Is There a Catch? Of course this amazing world of AI is not perfect, it comes with a few warnings. First, data privacy is still a big issue. Everything you type or say can be used to train the AI, so your information is not always as private as you think. Second, if we start relying too much on AI we might stop thinking for ourselves which can hurt our creativity and problem-solving skills. Third, AI does not always get things right. Sometimes it shows bias or makes things up what experts call 'hallucinations'. Like any tool, AI is helpful when used wisely. The key is to use it with care, stay aware of its limits and always keep a bit of healthy doubt in your pocket. What's Next? What's coming next? AI agents that don't just help out, they take charge. Imagine an AI that books your flights, organizes your calendar and even handles that annoying WhatsApp group chat with the perfect mix of humour and politeness. Imagine this: you say, 'Plan my next vacation with a ₹50,000 budget, fewer crowds and delicious vegetarian food' and within minutes, it puts together a complete trip plan just for you. Sounds like science fiction, right? Well, it is not 2050 - it's 2026, arriving at your doorstep sooner than you think. Final Thought Generative AI is not a far-off dream anymore; it is already woven into your daily routine. It helps you jot down notes, organize your never-ending emails and even picks out what you should wear or eat, all without making a big deal about it. It does not show off or demand attention instead it quietly works behind the scenes to make you quicker, smarter and hopefully a little less stressed. If you are in a romantic mood and ask nicely, it might just help you craft that perfect love letter you have been meaning to write. 'This article is part of the sponsored content programme.'
Time of India
13-05-2025
- Business
- Time of India
Who Is Fidji Simo? The woman to lead the most important products at Sam Altman's OpenAI
Fidji Simo, former Instacart CEO, has been appointed to lead OpenAI's Applications division, overseeing customer-facing products like ChatGPT and DALL·E. With a strong background in scaling digital platforms and driving revenue at Facebook and Instacart, Simo will focus on real-world applications and monetization strategies. She will also remain chair of Instacart's board while reporting directly to OpenAI CEO Sam Altman. OpenAI is leaning into consumer adoption and practical utility with increasing focus on real-world use cases and monetization. It recently also restructured its governance model and scrapped plans to shift into a traditional for-profit corporation. Amid this, it has brought in a high-profile executive to lead the charge in bringing its tools like ChatGPT , DALL·E, and the GPT Store to the masses. Fidji Simo , the CEO of Instacart , has been appointed as the head of OpenAI's Applications division, where she will oversee all customer-facing products. OpenAI's CEO, Sam Altman said, 'Applications brings together a group of existing business and operational teams responsible for how our research reaches and benefits the world, and Fidji is uniquely qualified to lead this group.' About Fidji Simo Fidji Simo was raised in Sète, a small port town in the south of France, and she was the first in her family to finish high school. 'When she was 20 years old, she interned as a lobbyist for the fishing industry,' reported Marie Claire in 2019. Her early life, far removed from Silicon Valley, shaped a grounded perspective that she carried into the corporate world. Simo earned a master's degree in management from HEC Paris, one of France's top business schools, before starting her professional career at eBay as a strategy manager. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like AI guru Andrew Ng recommends: Read These 5 Books And Turn Your Life Around in 2025 Blinkist: Andrew Ng's Reading List Undo But it was at Facebook (now Meta) where she truly made her mark. Her work at Facebook Joining Facebook in 2011, Simo helped build the company's mobile advertising business from the ground up. She led the development of ad products for News Feed and eventually became the head of the Facebook app itself in 2019. She oversaw everything from Marketplace and Groups to Video and Stories. Her ability to grow products while driving revenue didn't go unnoticed as 'She helped monetise the Facebook app and build the tech giant's advertising business during her stint at Meta,' TechCrunch reported. Simo's work at Instacart led the company to success Simo joined Instacart's board in early 2021 and quickly took over as CEO at a time when the company faced immense competition from Amazon, Walmart, and DoorDash. Under her leadership, Instacart shifted from a delivery-only mindset to a retail tech platform. She led the development of a self-serve ad platform, which generated nearly $1 billion in revenue by 2024, according to Forbes. Products like Carrot Ads and Carrot Insights helped build Instacart into a major player in the retail media space. Her tenure also saw the successful rollout of AI-powered smart carts in physical stores and the IPO of the company in 2023 at a valuation of $10 billion. To ensure profitability, she implemented thoughtful strategies like freezing hiring and renegotiating cloud contracts, laying the groundwork for long-term sustainability. She has a connection to AI and healthcare Simo isn't just a tech leader, she's also an advocate for using AI in life-changing ways. After being misdiagnosed several times before discovering she had postural orthostatic tachycardia syndrome (POTS), Simo founded the Metrodora Institute in 2023. The institute focuses on enrolling patients in research studies that combine genomics, immune profiling, and environmental data to drive more accurate diagnoses. At a conference, she said,'The beauty of AI is in the past, these data sets were very siloed... now... we're going to be able to understand patterns we couldn't understand before.' (Fortune, 2024) Why has she joined OpenAI now? Simo's move into OpenAI comes just as the company is looking forward to real-world applications of its technology. 'Joining OpenAI at this critical moment is an incredible privilege and responsibility,' Simo said in a statement to TechCrunch. 'This organisation has the potential of accelerating human potential at a pace never seen before, and I am deeply committed to shaping these applications toward the public good. ' She will report directly to CEO Sam Altman, while top executives like COO Brad Lightcap, CFO Sarah Friar, and CPO Kevin Weil will report to her. She's not leaving Instacart entirely, though she'll remain chair of the board. What will be her role at OpenAI? With a background in scaling ad platforms and monetizing digital products, she's expected to explore areas like conversational shopping, AI assistants, and targeted advertising tools. Just last month, ChatGPT began offering users the ability to search for and shop products directly within its platform, complete with images, reviews, and purchase links.
Geeky Gadgets
12-05-2025
- Business
- Geeky Gadgets
5 Genius Ways to Make Money While You Sleep : Passive AI Income Ideas
What if you could earn money while you sleep, thanks to the power of artificial intelligence? It might sound like a futuristic fantasy, but it's already a reality for many. The rise of AI has not only transformed industries but also unlocked new ways for individuals to generate income with minimal ongoing effort. From creating digital products to automating complex workflows, AI offers tools that can turn your initial investments of time and creativity into sustainable, hands-off revenue streams. Whether you're a tech-savvy entrepreneur or someone with no coding experience, the opportunities are more accessible than ever. The question is: are you ready to tap into this wave of innovation and build your own AI-powered passive income empire? In this feature, Dr Alex Young explores five creative and practical ways to use AI for passive income. You'll discover how tools like ChatGPT, DALL·E, and automation platforms can help you create scalable income streams tailored to your skills and interests. From selling AI-generated digital products to launching educational content or even offering podcasting services, these ideas cover a range of possibilities for beginners and experts alike. Each method comes with its own unique advantages, challenges, and earning potential, giving you the flexibility to choose what fits your goals. As you read on, consider how these strategies could align with your passions or solve real-world problems—and imagine the freedom that comes with earning money on autopilot. AI Passive Income Ideas 1. AI Automation Services AI automation services allow you to design workflows that enhance efficiency and save time for businesses or individuals. By using AI tools and no-code platforms, you can create customized solutions tailored to specific industries or tasks. For example, real estate agents may benefit from automated systems that manage property listings or generate leads, while businesses often seek tools for SEO content creation, email marketing automation, or customer relationship management. To begin, identify a niche where automation can provide clear value. Platforms like Zapier and Make (formerly Integromat) enable you to build workflows without requiring advanced coding skills. These platforms allow you to connect various applications and automate repetitive tasks. While the initial setup may require time and effort, ongoing maintenance is minimal, typically involving occasional updates and customer support. As businesses increasingly prioritize efficiency, offering automation services can generate a consistent and reliable income stream. 2. AI-Generated Digital Products AI-generated digital products represent a promising avenue for passive income. With tools like ChatGPT, DALL·E, and Canva, you can create and sell a wide range of digital assets, including ebooks, stock photos, design templates, music, and even code snippets. For instance, you could use AI to write an ebook on a niche topic, generate unique images for stock photo platforms, or design templates for creative professionals. Success in this area depends on your ability to effectively use AI tools and market your products to the right audience. Once your digital products are created and listed on platforms like Gumroad, Etsy, or Shutterstock, they require minimal maintenance. This makes it an ideal option for those seeking a low-effort, scalable income stream. Additionally, the growing demand for digital assets ensures that this method remains a viable and lucrative opportunity. 5 AI Passive Income Ideas Watch this video on YouTube. Explore further guides and articles from our vast library that you may find relevant to your interests in AI passive income. 3. AI-Powered Software as a Service (SaaS) Developing an AI-powered Software as a Service (SaaS) product can be a highly profitable, albeit technically demanding, way to generate passive income. SaaS applications address specific user needs, such as automating customer service with AI chatbots or providing data analysis for actionable insights. For example, an AI tool that helps small businesses optimize their social media strategies could attract a loyal customer base willing to pay for a subscription. Creating a SaaS product requires significant technical expertise, including programming skills and knowledge of AI integration. Additionally, you'll need to focus on user experience design and marketing to ensure your product stands out in a competitive market. While the initial investment of time and resources is substantial, a successful SaaS product can generate recurring revenue through subscription models. However, regular updates and customer support are essential to maintain user satisfaction and drive long-term growth. 4. Educational Content Using AI AI can assist in the creation of educational content, such as online courses, ebooks, or YouTube videos. By focusing on niche topics, you can attract a dedicated audience eager to learn. For example, you could develop a course teaching beginners how to use AI tools for digital marketing or create a YouTube channel explaining the fundamentals of prompt engineering. AI tools like ChatGPT can help draft course materials, while AI-powered video editing software can streamline the production process. Although creating educational content requires significant upfront effort, it can become a passive income source once your materials are published. Platforms like Udemy, Teachable, and YouTube offer excellent opportunities to monetize your content. To remain competitive, you'll need to periodically update your materials to reflect the latest trends and advancements in technology. 5. AI Podcasting Services Podcasting continues to grow in popularity, and AI tools can help you tap into this market by offering podcasting services. For instance, you can use AI-powered tools to automate podcast editing, generate promotional clips, or create detailed show notes. Platforms like Descript and Auphonic make it easier to deliver professional-quality results with minimal manual effort. Starting an AI podcasting service requires some familiarity with podcast production and the tools involved. However, once you establish a workflow, maintenance is relatively low, especially if you outsource repetitive tasks. This approach allows you to generate income while helping podcasters save time and enhance the quality of their content. As podcasting remains a growing medium, offering AI-driven services can position you as a valuable resource in this expanding industry. Maximizing AI-Driven Passive Income Opportunities AI offers a wealth of opportunities to create scalable and sustainable passive income streams. Whether you're automating workflows, selling digital products, developing SaaS applications, creating educational content, or offering podcasting services, the key to success lies in identifying a niche and delivering value. While these methods require upfront effort and expertise, they can operate with minimal active involvement over time, making them ideal for those seeking long-term financial sustainability. By using AI's capabilities, you can build income streams that align with your skills and interests while capitalizing on the growing demand for innovative, AI-powered solutions. Media Credit: Dr Alex Young Filed Under: AI, Guides Latest Geeky Gadgets Deals Disclosure: Some of our articles include affiliate links. If you buy something through one of these links, Geeky Gadgets may earn an affiliate commission. Learn about our Disclosure Policy.
The Sun
21-04-2025
- Business
- The Sun
Who are we in the age of AI?
WHO we are at work is deeply tied to how we see ourselves. Our identity is shaped by what we do, where we work, and how well we perform. These factors influence our job satisfaction, motivation, and overall well-being. When we feel aligned with our work, we thrive. But when our professional identity is challenged, we risk losing our sense of purpose. Today, the creative industry is undergoing a transformation driven by artificial intelligence (AI), automation, and digital collaboration tools. For designers, artists, and creative professionals, these changes redefine how work is done and what it means to be a creative expert. Whether you are a graphic designer, architect, or UX/UI specialist, the question remains: 'How do you maintain your creative identity when machines can generate designs, edit videos, and compose music?' AI tools like MidJourney, DALL·E, Adobe Firefly, Runway ML, and Canva's AI-powered design features can now generate logos, website layouts, and 3D models in seconds. This technology offers efficiency, handling repetitive tasks so that designers can focus on bigger ideas. However, it also shifts their role from creators to curators, raising fundamental questions about identity. Traditionally, creative professionals have taken pride in originality and craftsmanship. But when AI can produce near-instant results, some may ask: 'Am I still the artist, or just someone refining what the machine generates?' This shift can be unsettling, especially in an industry where individuality has always been a marker of success. At the same time, digital collaboration tools like Figma, Miro, and Adobe Creative Cloud have changed how teams work together. Designers, developers, and clients can now collaborate in real time, making the creative process more dynamic. While this improves efficiency, it also blurs the boundaries of expertise. Previously, designers led the creative process, blending aesthetics with functionality. Now, with multiple stakeholders weighing in, they must navigate competing opinions and justify their decisions more than ever. Some may feel their expertise is being diluted, reduced to executing rather than envisioning. This shift affects how designers perceive their own value. If an organisation prioritises collective decision-making over individual creativity, professionals may struggle to see their contributions as unique or essential. When work is defined by consensus rather than creative vision, does the designer still have authority, or are they simply another voice in the crowd? How can creative professionals embrace these changes while preserving their sense of identity? The key lies in redefining their roles. For those working with AI, the focus should shift from execution to creative strategy. AI may handle the technical aspects, but human designers provide vision, meaning, and refinement. Rather than competing with AI, professionals should guide its use, ensuring that technology enhances creativity rather than replacing it. Organisations must also recognise that true innovation is not just about speed, but about depth and originality. In collaborative environments, designers need to establish themselves as creative integrators. While teamwork is valuable, their expertise should remain central in balancing aesthetics, functionality, and user needs. Companies can support this by giving designers a clear leadership role, ensuring their voice is not lost in the crowd. The architects in my research illustrate this balance. Instead of resisting change, they adapted by expanding their roles beyond traditional architectural services. Rather than being confined to rigid professional boundaries, they embraced diverse identities, voluntarily taking on non-architectural scopes of work to maintain their influence. This flexibility not only reinforced their presence in projects but also ensured that their creative vision was upheld until completion. By broadening their contributions rather than retreating from change, they sustained their professional identity in a shifting landscape. Likewise, creative professionals today must adopt a sustainable mindset, integrating AI and digital tools without compromising their artistic integrity. The ability to evolve without losing one's core values is what will distinguish those who thrive from those who struggle to adapt. As we navigate the Gen AI era, it is worth reflecting on what truly defines us in our work. Is it what we do, the skills we master, or the outputs we deliver? In my research, I have observed a growing emphasis on performance-based identity, where success is measured by efficiency rather than creativity. But is this shift sustainable? Perhaps the answer lies in redefining creativity itself. Instead of seeing AI as a threat, we should harness it as a tool that amplifies human ingenuity. The future of creativity is not about choosing between humans and machines but about finding ways to let technology enhance humanity. As AI continues to reshape industries, we must ask ourselves: How can we use these tools to enrich our work rather than diminish it? And how do we ensure that our professional identity remains a source of pride, purpose, and fulfilment in this new era? Dr Syafizal Shahruddin is a senior lecturer at the School of Housing, Building and Planning, Universiti Sains Malaysia. Comments: letters@
