Human-GenAI Collaboration in Creative Tasks: Creative Industry Perspective

Abstract

As GenAI systems scale in complexity, speed, and opacity, the creative industry faces an emerging computational crisis characterized by significant ethical, social, and infrastructural challenges. These emerging systems are actively reshaping creative work by reconfiguring professional roles, transforming creative practices, and altering the tools used in practise, such as design, writing, and production. Despite this, there is a lack of understanding of how creative professionals integrate GenAI into everyday practice and how these systems influence labour, agency, and decision-making. To address this gap, this research investigates how creative practitioners engage with GenAI in-situ and explores how more meaningful and responsible human–AI interaction can be supported. Using a qualitative methodology that combines surveys, participatory workshops, and research-through-design, it examines practitioner experiences, adoption patterns, and evolving creative practices. This work contributes to HCI by mapping and producing both empirical knowledge and prototypes, and design implications.