Why AI is a powerful assistant – not a competitor

By Dr Daniel Zhang – Senior Lecturer in Artificial Intelligence and Machine Learning  

Despite headlines warning of job losses or creative displacement, AI is not here to replace human creativity — it’s here to enhance it. From generating mood boards and concept art to speeding up editing workflows or simulating game worlds, AI is becoming a powerful assistant, not a competitor. 

The key is to learn how to work with these tools — not to ignore or fear them. That means understanding what AI can and cannot do, and critically engaging with its outputs.  

AI is becoming a powerful assistant, not a competitor.

Most machine learning models operate as black boxes. Given how rapidly the field has evolved, even scientists at the forefront of AI cannot fully explain what happens inside these models — beyond pointing out that "the magic" lies in the parameters, or numbers. 

From the outside, these models resemble a kind of data-hungry monster. Their so-called "creativity" is essentially the re-combination of elements they’ve seen during training — often visual patterns or structures. When we, as human artists, perceive the model as creative, it's typically because the combinations it generates are unusual or unexpected. But the model doesn’t understand the meaning behind those elements, nor the intent or rationale behind their original creation. 

There will always be ideas, emotions, and ways of thinking that these models haven’t encountered — and this is where humans remain fundamentally different from emotionless machine models. In this sense, it’s true that "creativity cannot be automated." 

The creative industries are no strangers to transformation. From the printing press to digital media, change has always been constant. Today, AI is reshaping the landscape once again — and it’s happening quickly. Familiarity with generative tools, prompt engineering, and the basics of machine learning is becoming increasingly valuable. The boundaries between art, design, code, and data are blurring. Collaboration with technologists is becoming the norm. 

For students and professionals in design, storytelling, music, and interactive media, now is the time to look ahead. 

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