The main objective of the AI Creatives project was to help creative professionals use artificial intelligence in a responsible, ethical and effective way, without losing human creativity. The project aimed to support creative teams in adapting to digital change while remaining competitive in the labour market. Specifically, we wanted to strengthen key creative skills that were being weakened by the unstructured use of AI, such as creative problem-solving, originality, design diversity, human-led decision-making, authorship and ethical judgement. Another key objective was to improve digital skills and confidence in using AI tools in everyday creative work. The project also aimed to develop a clear and practical framework for AI use in the creative sector, aligned with European values and the European Artificial Intelligence Act. Through a handbook, training activities and public events, we sought to support long-term digital transformation in small and medium-sized creative organisations and provide tools that can be reused by others across Europe.
We applied for the AI Creatives project because our organisations were facing major challenges in how artificial intelligence was being used in creative work. Many staff members were using AI tools, but without clear rules, training or ethical guidance. This caused problems such as less originality, similar-looking designs, weaker problem-solving and uncertainty about what is allowed under EU rules. A joint needs analysis showed gaps in key creative skills, including creative thinking, originality, design diversity, human decision-making and ethical use of AI. Young and mid-career creative professionals were especially affected, as they need to use AI while staying competitive in the labour market. The project was created to address these needs. Its goal was to help creative professionals use AI in a responsible and effective way, while keeping human creativity at the centre and following European values and the European Artificial Intelligence Act.