Given world events, and AI’s domination of the news cycle, it’s no surprise that AI was a significant topic of conversation at the 2024 World Economic Forum in Davos. One of the more interesting (and widely-covered) sessions was a conversation between Sam Altman of OpenAI and Satya Nadella of Microsoft, moderated by Zanny Minton Beddoes, Editor-in-Chief of The Economist.
Omitting artists from this conversation belies the impact of the arts on our economy and our culture—and the fact that creating art is one of the purest forms of ‘knowledge work.’
As a technologist who is passionate about the arts, I watched the session with an eye toward how AI will redefine the artistic workplace. Unsurprisingly, Altman and Nadella didn’t directly touch on the arts, yet the implications of their insights for artists are far-reaching.
Most of the conversation centered around ‘knowledge workers’—a term that conjures visions of coders, attorneys, accountants, and marketers. Omitting artists from this conversation belies the impact of the arts on our economy and our culture—and the fact that creating art is one of the purest forms of ‘knowledge work.’
Creatives Drive Economic Growth
Consider this: the US Bureau of Economic Analysis (BEA), through The Arts and Cultural Production Satellite Account, reported that US economic activity of the arts and cultural sector increased by 13.7 percent in 2021. In contrast, the broader economy, reflected by the real gross domestic product (GDP), grew by 5.9 percent in the same timeframe. Notably, arts and cultural activities contributed 4.4 percent to the GDP, amounting to $1.02 trillion, in 2021.
Artists not only contribute significantly to GDP, but their contributions are increasing faster than the overall economy, underscoring the potential for even greater economic impact if artists can successfully engage with emerging technologies, such as AI.
Expected 2024 AI Advances
However, realizing this potential is not without its challenges, particularly due to the expected rapid advancements in AI technology. Both Altman and Nadella predicted that the true benefits of generative AI over the coming year will be boosting worker productivity across a wide variety of tasks. Nadella went so far as to say that he believes that generative AI will be the most substantial productivity improvement since the PC. Both leaders went on to say that while generative AI excels at individual tasks, it cannot replace humans. They envisioned AI as a companion in the workplace, enhancing human capabilities rather than substituting them.
Nadella stressed the importance of not only preparing but also equipping the workforce for an AI-integrated future, advocating for technology that fosters innovation without requiring deep technical know-how.
The real question is: what do these productivity improvements mean, specifically, for artists?
Artists, AI, and the Adaptability Challenge
Let’s assume that the critical issues of permission, attribution, and compensation for artists’ work, in addition to the bias of some AI models, have been addressed. How can artists keep pace with the swift technological evolution without being marginalized? Who will ensure equitable access to training, and who will fund it? How do we prevent AI from exacerbating the divide between the ‘tech-savvy’ and the ‘tech-left-behind’?
Altman and Nadella made it clear that they don’t see knowledge workers being replaced anytime soon, and the same thing applies to the category of knowledge worker known as “artists”.
The call to action is clear: it’s time to stop talking about what needs to be done to equip artists for the future of work in an AI world and start doing it.
We technologists are extremely privileged to have access to cutting-edge tools and resources that shape the future. However, this privilege is not universally shared, and many, especially artists, find themselves at a disadvantage.
While some artists adeptly incorporate advanced technology into their work, a significant number still lack the experience and support. Unlike traditional ‘knowledge workers,’ they often do not have access to corporate IT support or HR-provided training, resulting in missed opportunities, both economically and creatively.
Needed Action
The call to action is clear: it’s time to stop talking about what needs to be done to equip artists for the future of work in an AI world and start doing it. We need artists, engineers, tech companies, educational institutions, foundations, policymakers, non-profits, and the government to come together and proactively provide and fund practical, hands-on guidance, teaching artists how to leverage AI as a tool in their creative practice.
This isn’t about replacing their creativity, but rather offloading mundane tasks, thereby freeing artists up to focus on the work they love. These programs must not only be swiftly implemented but also continuously evolve to keep pace with advancing technology.
It’s entirely possible that some artists, upon experiencing this technology, may choose not to embrace it—and that is perfectly fine. The critical factor is ensuring that artists have the access and knowledge necessary to make informed decisions for themselves.
In an AI-driven world, our success should not be measured solely by the sophistication of our technologies, but by our ability to extend their benefits to every corner of society. While I personally am passionate about the arts, I recognize that not everyone shares my feelings. But supporting this sector goes beyond personally affinity; it’s a sound economic strategy that benefits society as a whole.
Natalie Diggins, is a Technologist and the Founder of TheArts.ai, a free platform for artists designed to bridge the gap between technology and the arts. She is also a Trustee for YoungArts, the National Foundation for the Advancement of Artists, where she chairs the Emerging Technology Committee.