It's the number one question we ask all our interviewees, and it's an important one: What is creativity? 

SS: "That's a question I explore at the outset of my book. Creativity is a multifaceted and ever-evolving concept shaped by cultural, emotional, and intellectual elements. It's a snapshot of our capacity to reimagine the world around us, demonstrating that creativity is not the domain of any individual but a universal trait we all share. In my view, creativity involves finding unexpected connections between previously unlinked concepts, leading to new meanings and experiences. This dynamism fuels innovation across music, art, design, and writing, challenging our assumptions and the context in which we view creativity. 

“Take people like Einstein, Elon Musk, and even Kim Kardashian—  three people who are very different from one another, and their creativity demonstrates the diverse nature of creative expression.” 

Take people like Einstein, Elon Musk, and even Kim Kardashian—each creative in a distinct area. Einstein revolutionized our understanding of physics. Musk is the kind of nutty professor who redefined automotive and space exploration, and Kardashian has mastered the art of personal branding and business. Sure, she smartly uses her looks to run her business, but she is an entrepreneur who has successfully launched several companies and is constantly coming up with ideas. Whether it's in the metaverse or a skin product, she keeps reinventing herself and the market; creativity is an essential part of that. So here we have three people who are very different from one another, and their creativity demonstrates the diverse nature of creative expression. 

As I went into dialogue with AI, it reminded me that creativity is the ability to embrace mistakes and see them as opportunities for lateral thinking and innovation. This perspective is crucial, especially in a world increasingly influenced by AI, where the 'human aspect' of creativity becomes more challenging to define."

"AI is not just another tool; it's a revolutionary way to augment our creative abilities, offering new methods to refine our ideas and bring them to life in ways we've yet to explore fully."

How do you view the rise of AI and its potential for or threat to creatives? 

SS: "As creatives, how we view AI—whether as a potential threat or partner for innovation—largely depends on our familiarity and comfort with it. History shows us that every technological advance, from the radio to Google, initially sparked fear because it was unknown and represented change. Yet, these innovations eventually became part of our daily lives, enhancing our ability to communicate and create. 

I firmly believe that approaching AI with optimism rather than fear opens up possibilities. AI is not just another tool; it's a revolutionary way to augment our creative abilities, offering new methods to refine our ideas and bring them to life in ways we've yet to explore fully. For those of us in creative professions, staying curious and open-minded about AI allows us to push the boundaries of what's possible in art, design, storytelling, and beyond. 

One fascinating aspect of integrating AI into our creative processes is the potential enhancement of our emotional intelligence. By leveraging AI, we might gain deeper insights into human emotions, enabling us to craft content that resonates more personally. Imagine movies that feel tailor-made for each viewer, not just through a scene or dialogue but in their entirety. This level of personalization in storytelling could redefine our connection with the media. 

In essence, we stand at the dawn of a new era in creativity, one where AI can help us better understand our audiences, create more impactful content, and explore new dimensions of emotional engagement. This journey is about discovery, and it's a fascinating time to be a creative professional."

“The rapid advancement of technology, particularly in design, has fundamentally shaken the foundations of traditional creative work.”

Why write this book? 

SS: "This is my third book. My first, 'Read Nothing in Here,' was a playful yet profound look at understanding creativity by tackling 21 misconceptions designed to make creativity less intimidating. My second book was a sort of workbook, providing practical exercises to nurture creative skills. 

With this latest project, my third book, I delve into the complexities of creativity in the modern world. It's born from a growing curiosity about how creativity intersects with societal issues like bias and the evolving business models in the creative industry. The rapid advancement of technology, particularly in design, has fundamentally shaken the foundations of traditional creative work. My book aims to spark a critical conversation about these shifts, questioning how we define authorship, value creativity, and adapt our business practices in response to these changes. 

Writing this book was an opportunity to address the pressing questions that have intrigued me throughout my career. It's a culmination of my experiences and reflections intended to engage and challenge the creative community and beyond."

As AI rises, many worry about the future of creative professions like copywriting. What's your take? 

SS: "There's definitely a future. I see copywriters, for instance, turning into emotional intelligence writers. And designers into emotional design specialists. The titles don't matter, but the shifts in focus really do.

The thing is, AI can automate basic writing tasks, but it lacks our depth in understanding and conveying human emotions. Our ability to distinguish and appreciate genuine human creativity will only grow, making our role irreplaceable." 

“It's funny that AI reminded me that the beauty of human creativity is the ability to make and embrace mistakes.”

That's an interesting perspective. How do you see us staying relevant in this AI-influenced landscape? 

SS: "The key lies in partnering with AI, rather than seeing it as a replacement. AI can handle predictable tasks, freeing us to focus on creativity and emotional depth—areas where AI falls short. It's about using these technologies to push our creative boundaries and stay unpredictable. By challenging ourselves and staying curious, we can ensure our place in the industry. It's about adapting to AI and evolving with it to enhance our work. 

We also have to redefine what we're good at. It's funny that AI reminded me that the beauty of human creativity is the ability to make and embrace mistakes. AI is essentially built to be right; this is where we can thrive with our ideas.

It's crucial for creatives to actively engage with their craft beyond professional briefings. Experimentation, personal projects, and constant learning are essential. As AI becomes more integrated into our tools, distinguishing our human creativity becomes even more vital. We must embrace AI as a partner without letting it dictate our creative expression."

“The key lies in partnering with AI, rather than seeing it as a replacement. AI can handle predictable tasks, freeing us to focus on creativity and emotional depth—areas where AI falls short.”

There's a noticeable trend towards authenticity over algorithmically driven content. Companies choose to express their unique voice rather than optimize for social media. How sustainable is this approach? 

SS: "Choosing authenticity is not just ethically sound; it's a long-term strategy for differentiation and connection with audiences. While not every company can afford to ignore algorithmic trends, those that do often find a more engaged and loyal audience. The challenge is balancing business objectives with creative integrity.

Imagine that in a year, more than half of all media is made by or with the help of AI: what's going to stand out? Perhaps these human errors (happy little accidents). It's a weird idea, but there's a truth in there." 

And what about the ethical aspects? As AI creates, where does that leave the originality and ownership of ideas?

SS: "Ethics in the age of AI is a complex issue. While AI can replicate styles and ideas, it lacks human creatives' nuanced understanding and originality. The environmental impact of digital creations also raises concerns. We must work towards sustainable practices, respecting intellectual and environmental resources.

But we also need to look closer at our own perspective. I, for example, never really considered AI as an author. In one of these chats, it said: ‘You didn’t make this alone; AI made it with you; who is the real author here?' I thought that was mind-boggling. AI then added: ‘ Authorship isn’t less valued, it's going to be more distributed.' I thought it was an interesting notion to consider when we discuss these topics from a human point of view."

Enjoyed this interview and interested in reading more about AI and creativity? 

Click on the link below to buy Seema's book from our partner BIS Publishers.

TIOC members can buy the book with a 30% discount using the code tioc30

‘The New Creatives: How AI Changes the Face of the Creative Industry’ by Seema Sharma