A cross-section of Britain’s creative workforce is split on whether generative AI is a threat or a tool. A Norwich-based digital artist says improving AI image models have eroded commissions and blurred the line between human-made and machine-made work, prompting a pivot to instructional books. A Milton Keynes video producer, by contrast, rebuilt his agency around AI “digital twins” that can deliver ads in 175 languages at lower cost, arguing the tech is simply a faster production tool—though he concedes the pace of change is stranding workers without retraining. A young musician warns AI-generated albums and ad music are crowding out human creators and revenue, even as he bets audiences will pay for “authentic” live performance. And a copywriter who returned from maternity leave found smaller content jobs outsourced to AI, recasting her role as a human fact-check and tone-of-voice editor. Researchers say more than two-thirds of creative workers fear AI has undermined job security, and half of novelists worry they could be replaced—underscoring a widening divide between adoption and anxiety in the UK’s creative economy.
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