The creative sector is more than an industry; it’s a celebration of human imagination. Now AI is deeply woven into the cultural zeitgeist, reshaping the way creativity is produced, perceived, and performed. While its influence is undeniable, it is deeply polarizing. Is AI a threat to the creative industries, or could it be the key to unlocking new opportunities and greater experimentation?

Without a doubt, AI is fuelling some of the most dynamic conversations across the UAE and the wider GCC. 

According to Sidh NC, Co-Founder and Managing Director of QnA International, it has become a recurring theme at global events, with the most exciting potential emerging in AI-powered storytelling, hyper-personalized content creation, and data-driven audience engagement.

“AI is enabling filmmakers and designers to craft immersive narratives using generative tools and predictive analytics,” says NC. “In publishing and media, it’s helping tailor content to individual preferences—especially as demand for localized Arabic content grows across platforms. When it comes to audience engagement, AI is transforming how creators connect with their communities.”

TRANSFORMING WORKFLOWS 

Undoubtedly, AI has a transformative impact on specialists in this field. Ivan Afonin, CEO of E-Promo International, a tech-led, advertising and digital marketing services company, likens AI’s role in his industry to when programmatic buying took over media. “Suddenly, machines could run auctions faster than humans ever could,” he says. “But the real value wasn’t in pressing the button; it was in how planners rethought targeting and creative strategy.”

Today, Afonin says AI now supports them with everything from automating meeting follow-ups to scaling creative production. “The biggest change is in generating and testing ad creatives,” he explains. 

“For e-commerce and social campaigns, speed and volume matter. AI lets us produce variations much faster. We also developed proprietary AI avatars that help with localization, training, and even client content.”

For Ewa Danielewicz, Founder of Maven Studio, who manages design portfolios for companies across the UAE and Saudi Arabia, AI has made her design workflow “smarter and faster.” “From research to creating unique visuals tailored to specific project needs, the technology helps me visualize concepts more effectively,” she says. “AI also streamlines the retouching process; tasks that once took hours now take minutes, freeing me to focus on more complex creative challenges.”

This efficiency, she explains, enables her to manage a higher volume of work without compromising quality or incurring additional costs. “It makes my services more competitive and builds lasting client relationships,” she adds.

CINEMA REIMAGINED 

Among filmmakers, few have explored AI’s creative potential as Uzair Merchant, director, production designer, and founder of Kri8labs. With over 14 years in the industry, including work on Star Trek Beyond and Fast & Furious 7, Merchant produced the world’s first AI-generated music video, The 8th Sin.  Shot between Doha and Los Angeles, the video blends Arabic and Bollywood influences with contemporary hip-hop, uniting artists from across the world. “It’s a reminder that art can inspire a world that is more inclusive, compassionate, and connected.” 

That philosophy carries through to the Kri8verse, Merchant’s creative ecosystem, bridging traditional cinema and Web3.“My process has always been about reinventing how AI and VFX can add value to independent creators,” he says. “It’s a new way of generating art—making storytelling more accessible and dynamic. This is just the beginning of how artists can visualize ideas without the costly barriers of traditional animation and visual effects.”

Yet, Merchant approaches AI with nuance. “It’s about whether you’re using AI to ease the process or simply to make the art quicker—that distinction makes all the difference,” he says. “We have to ask why art was created in the first place. We can give machines the ‘mind’ through GPT and the ‘body’ through robotics, but the soul remains uniquely human. Art is expression—it’s about intention. Consciousness itself is a language, and the question now is how we use these tools to make creativity more intuitive and immersive, not just faster.”

It’s no surprise that this shift in how creative work is developed has also altered its perception. In advertising, Afonin says clients now expect campaigns to be faster, leaner, and more experimental. “Some even ask, ‘Can’t AI just do this on its own?’” he says. “Our job is to guide them. AI handles scale and efficiency, but human insight is what keeps campaigns on-brand and culturally relevant.” That’s especially true in the UAE and wider GCC, where cultural nuance is non-negotiable. “AI-generated outputs—language, visuals, tone—must always be adapted to local expectations,” he adds.

NAVIGATING ETHICAL CONCERNS 

NC notes that while creative communities across the region are embracing AI, they’re also grappling with its ethical and legal implications. “The most pressing concerns we hear at our conferences revolve around originality and intellectual property,” he says. “Artists are asking: who owns the output when it’s machine-made? This ties directly into IP frameworks, which are still catching up.”

To this, Afonin adds that creative companies must apply strict standards. “Sensitive client data never goes into public models,” he says. “We use secure tools, and every AI output goes through validation before it’s used. AI accelerates, but humans stay accountable for originality and quality.”

COLLABORATION, NOT COMPETITION

Job displacement is also a real concern. “Many worry AI tools could replace roles in editing or design,” says NC. “But we’re seeing a shift—from fear to adaptation. The region’s talent is now focused on collaboration over competition, using AI to enhance, not replace, creativity.”

Afonin draws parallels with the automation wave that transformed advertising a decade ago. “People thought user acquisition specialists would disappear,” he recalls. “Instead, their roles evolved—they became navigators, focusing on insights and strategy. AI is following the same pattern.”

Still, he warns against forcing people into rigid “AI specialist” roles. “We should encourage experimentation—prompt sharing, automating tasks, building tools,” he says. “The most valuable skills now are curiosity, critical thinking, and connecting AI output to strategy. AI will become invisible infrastructure. The agencies that win will combine advanced tools with deep cultural intelligence.”

Ultimately, AI complements, rather than replaces, human creativity. “It’s about harnessing its full potential to enhance our skills and help us achieve more,” she says. “By combining AI’s analytical power with human intuition, we can drive innovation,” says Danielewicz.