Salvatore Schinello

Faculty of Creative Industries, Vilnius Gediminas Technical University, Vilnius, Lithuania

E-mail: salvatore.schinello@vilniustech.lt

ORCID 0009-0003-6330-6306

Challenges and opportunities in the use of artificial intelligence in creative economy: Insights from expert interviews

Abstract. The integration of Artificial Intelligence (AI) into the creative economy, together with its potential transformative effects on creative industries, represents a burgeoning and rapidly evolving area of research. This article aims at contributing to the ongoing debate by analyzing the latest and most relevant literature and providing fresh insights from experts in the field of creative industries. Semi-structured interviews were conducted with five Lithuanian experts selected through purposive sampling based on their engagement in public discussions on AI-related risks and opportunities. This study draws on expert interviews in order to identify problems and opportunities, provide suggestions, and build a theoretical framework for future research on the impact of AI on the creative economy. The findings reveal the significant role of AI in creative industries such as music, advertising, journalism, and design: experts agree that while AI expands creative possibilities, it also raises concerns about originality, quality, and market dynamics. Experts further highlight the potential of AI to globalize local creative industries but warn of risks like job displacement, declining artistic uniqueness, and ethical challenges in authorship and copyright. The economic value of AI-generated works remains open to debate, particularly due to unresolved copyright issues, extending to whether AI prompters should be recognized as authors. Regulatory frameworks, especially within the EU, are still evolving, with experts emphasizing the need for clearer guidelines and transparency regarding AI-generated content. Finally, this study underscores the necessity of balanced regulations, ethical considerations, and adaptive strategies.

Received: April, 2024

1st Revision: January, 2025

Accepted: March, 2025

DOI: 10.14254/2071-789X.2025/18-1/10

JEL Classification: A12, O33, Q55, Z11

Keywords: creative economy, artificial intelligence, creative industries, digital media, technology, expert interviews