# Creative Industries Weekly Update: AI Changes Everything

## New AI Technology Called Agentic AI

The biggest technology news this week is about something called agentic AI. This is a new kind of artificial intelligence that works differently from AI we have known before. Regular AI waits for you to ask it a question, then it gives you an answer. But agentic AI is smarter. It can start working on jobs by itself. It can make decisions. It can complete many-step projects without a person telling it what to do at every single step. It can even change how it works based on what happens while it is working.

For companies that make ads and create content, agentic AI is very important. It means AI can now run entire marketing campaigns all by itself. It can create different versions of ads, test them, and pick the best ones. All of this happens without a human sitting there watching every second. Companies are excited because this could make their work much faster and help them save money.

## What Studies Show About Creativity and AI Jobs

This week, scientists in the United Kingdom shared research about what is happening with creative jobs. They studied over 168 million job listings to see what skills companies want. They looked at jobs listings from 2016, which was before AI became super popular, and then looked at job listings from 2024, after AI became bigger.

What did they find? Companies started asking for people who know BOTH creativity AND artificial intelligence. Before AI was popular, you could be good at just being creative, or you could be good at just technology. Now companies want people who can do both things. The study says that when AI got popular in late 2022, companies started wanting creative workers who also understood AI more and more.

This is actually good news for creative people! The study found that AI is not replacing creativity. Instead, creativity has become more valuable. Some people worried that AI would do all the creative work and people would not need creative jobs anymore. But that is not happening. Instead, companies need creative thinkers MORE than before, but now those creative thinkers also need to understand AI and be able to use AI tools.

## How Creative Workers Feel About AI

This week, a company called Anthropic shared results from talking to 1,250 people who work in creative jobs. These people included writers, photographers, video makers, map makers, and voice actors. The researchers asked them how they feel about using AI in their work.

The good news: Almost all of them like using AI! 97% said AI helps them save time, and 68% said AI makes the quality of their work better. One person who writes web content said they used to write 2,000 words per day. Now with AI helping them, they write 5,000 words per day. A photographer said work that used to take 12 weeks now only takes 3 weeks. These numbers show that AI really does help people work faster.

## The Problem: Workers Are Worried

But even though AI helps them do their jobs better, many creative workers are scared. 70% of creative workers feel worried about their jobs because of AI. They think that someday, companies might just use AI instead of hiring people. Why pay a person when AI can do the work?

Because of these worries, some creative workers are hiding that they use AI. A map maker said they do not want people to think their work is done by a computer instead of done by a person. Someone who fact-checks said they hide how they work because they think other workers will judge them for using AI. Voice actors are especially worried because AI can now make fake voices that sound like real people.

All the creative workers interviewed said they want to stay in control of their work. But many admitted that AI now does a big part of their job. This shows there is worry and confusion about what the future will look like.

## What This Means

This week's news tells us that creative industries are changing because of AI and agentic AI. On one hand, AI is making creative workers more powerful. They can do more work, better work, and faster work. On the other hand, workers worry about job security and whether there will still be jobs for people in the future.

The good news from the UK study is that companies still want creative people. They are not trying to replace creativity. They just want creative people who also know how to use AI tools. This means creative jobs will probably still exist, but they will look different. Creative workers will need to learn about AI and figure out how to work together with AI instead of seeing AI as a competitor taking their jobs.

The coming months and years will show us exactly how creative industries will change. What seems clear is that creative people and AI will be working together more and more.