Crafting Responsive Assessments of AI & Tech-Impacted Futures (CREAATIF) is a research project led by the  Queen Mary Centre for Creative Collaboration, Queen Mary University of London’s Digital Environment Research Institute (DERI), the Alan Turing Institute and the Institute for the Future of Work, investigating the impacts of Generative AI (GenAI) on the creative workforce. The research was funded by the UKRI Bridging Responsible AI Divides (BRAID) scheme.

Working with UK arts and culture unions Equity, BECTU, Musicians' Union and The Society of Authors, during 2024 the project team carried out workshops and surveys with 335 individuals to assess the impact of GenAI on the rights and working conditions of people working in creative industries. 

Key findings indicate that while some participants acknowledged GenAI's potential to improve productivity and expand learning opportunities, they also believed it was exacerbating exploitative working conditions in the creative industries. Many felt that GenAI has diminished the skill and agency of creative workers, who are increasingly tasked with reviewing AI-generated content rather than producing original work, leading to a decline in the financial value attributed to creative labour. Concerns were also raised about the lack of transparency from employers regarding whether and how content would be used in relation to AI, including for training models.

Project Collaborators