06 Jun 2024
Artistic empowerment or existential threat: the impact of AI on the creative economy
As one of the largest startup and tech events in Europe, VivaTech unites tech leaders, major corporations and investors to discuss the most disruptive topics in tech.
At last month’s conference, Sandeep Bakshi, our Head of Investments, Europe at Prosus Ventures, was joined on stage by Matthieu Rouif, Co-Founder and CEO of Photoroom and Nick Bakshi, Creative Director at Paris-based advertising agency BETC to explore the impact of AI on the creative economy.
Artists, photographers, marketeers, and creative teams are at an inflection point where AI is driving opportunity to speed up design production, reduce project costs, scale output and explore entirely new creative ideas. AI is fundamentally changing creative production and strategy, but does it represent artistic empowerment or an existential threat to the creative industries?
The panel at VivaTech explored the how AI is reshaping industries such as art, design and photography, with Sandeep asking panelists about how creativity will evolve as a result of AI, the use case for tools like ChatGPT, Dall-E and Midjourney, and what skills are needed for next generation of creatives. Also, are there aspects for the creative process that are irreplaceable by technology.
Nick from BETC spoke to the duality of client expectations and creative inspiration, and how AI can be used to bridge that gap. Additionally, ethical use of AI and the considerations that companies need to make before using the creative content that comes out of AI products was also discussed.
Matthieu from Photoroom talked about new modes of art making and access, giving examples of their recent work with Warner Brothers on the Barbie movie and the ability of AI tools to open creativity up to new types of audiences and provide brands with a broader pool of ambassadors through which they can tell their story.
We’d like to thank Matthieu, Nick and the VivaTech team for curating such an informative panel. Watch the video clips below to hear more from the panel.
About Prosus
Prosus is a global consumer internet group and one of the largest technology investors in the world.
Operating and investing globally in markets with long-term growth potential, Prosus builds leading consumer internet companies that empower people and enrich communities.
The group is focused on building meaningful businesses in the online classifieds, food delivery, payments and fintech, and education technology sectors.
Through the Prosus Ventures team, the group invests in new technology growth opportunities within logistics, fintech, health, blockchain, social and ecommerce platforms, agriculture and more.
The team actively backs exceptional entrepreneurs who are using technology to improve people’s everyday lives.
Each month, more than 2 billion customers across the globe use the products and services of companies that Prosus has invested in, acquired or built. To find out more, please visit www.prosus.com