AI and Creativity sparked heated discussions at the South by Southwest (SXSW) London festival. Panelists explored the looming implications of AI encroaching on creative industries.
James Kirkham, founder and CEO at Iconic, emphasized a critical question: "How are we going to show the importance of human creativity?" With tools like ChatGPT answering exam questions, Kirkham argued that teaching kids how to interact with AI through quality questions is key.
He also raised concerns about taste, suggesting children must learn to differentiate quality in art and content as generative AI becomes more sophisticated. 
Erika Wykes-Sneyd, general manager at Adidas Studio, added that AI must feel “warm and fuzzy” to drive adoption.
“What we’re realising is that what makes us messy and what makes us human is what we need to get closer to,” Wykes-Sneyd stated.
Both speakers warned about AI limiting individual choices. Kirkham pointed out a trend where recommendation engines lead to a "herd mentality." People search for similar content, losing diversity in choice.
He elaborated on how these algorithms create a “vanilla vagueness.” Users claim they want new music but only seek artists similar to known figures, like Ed Sheeran. This choice is heavily influenced by AI systems.
Wykes-Sneyd also noted that routine work is at risk. She stated, “70% of the work that is done inside companies… can be replaced by an AI.” This raises the urgency for a radical shift in work dynamics.
“The way we work will have to radically change," Wykes-Sneyd concluded.
Companies will need small, collaborative teams to thrive in this new landscape. The call to action is clear: prioritize human creativity to stand out in an AI-driven world. The conversation at SXSW highlighted a future where adaptability is crucial.
