A new report led by Queen Mary University of London, in collaboration with the Institute for the Future of Work and The Alan Turing Institute, highlights the growing impact of generative AI on the creative economy. The study, part of the CREAATIF project and supported by the AHRC and BRAID programme, surveyed 335 freelance creative professionals. The results reveal a workforce facing significant disruption and growing concerns about job security, fair compensation, and intellectual property rights.
Shifting Perceptions of Value and Security
According to the report, 73% of respondents believe that generative AI is altering the quality of work in creative fields. A substantial portion, 68% feel that their job security has been reduced due to the rise of these technologies. Beyond employment fears, many creatives also expressed concern over how their work is perceived and compensated. Sixty-one percent say that the value others place on their work has decreased, and 55% report a decline in financial compensation. These numbers reflect an industry under strain as AI-generated content becomes more prevalent in commercial markets.
Why Freelancers Are Especially at Risk
The research points out that freelance creative workers, who often operate without the stability or benefits of full-time employment, are particularly vulnerable to the disruptive effects of generative AI. With limited legal and contractual protections, these workers face challenges in asserting control over how their work is used and monetized, especially when AI companies scrape creative outputs without consent. The issue is compounded when existing contracts with rightsholders or publishers fail to account for the complexities of AI use, leaving artists sidelined in licensing decisions.
The Case for Policy Intervention
To address these challenges, the CREAATIF project proposes a set of seven key policy and regulatory recommendations aimed at supporting creative professionals in the face of rapid technological change. The proposals include stronger legal protections, mechanisms for fair compensation, transparency from AI developers, and regular impact assessments to track how generative AI is shaping job quality and financial outcomes in the creative sector. There is also a call to incorporate the voices of creative workers into AI policy discussions to ensure the sector is not left behind as regulation evolves.
Preserving Human Creativity in a Digital Era
One of the more future-facing recommendations involves tools for preserving and identifying human-made work. The report advocates for watermarking and provenance systems that help audiences distinguish between AI-generated and human-created content. The goal is to sustain originality and give consumers the choice to support authentic creative contributions.
Education and Empowerment as a Path Forward
The final recommendation underscores the need for workforce education. Training programs focused on intellectual property rights, contract negotiation, and understanding the risks of mimicry and bias in generative AI systems are seen as essential. Empowering creative workers with knowledge and resources is a crucial step toward maintaining their relevance and influence in an evolving industry.
This research offers a comprehensive view of how generative AI is reshaping the creative economy and outlines clear steps to help protect and empower the people who drive it. To access the full set of findings and policy details, visit the CREAATIF research hub.
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