ABSTRACT
At first glance, generative AI (genAI) opens up a multitude of new possibilities for creative professionals. The long-anticipated “brain-to-screen” process seems to be becoming a reality. Visions can be realized instantly, without the limitations of one's manual or technical skills. But what does it mean for the self-confidence and recognition of creative work when complex creations can suddenly be produced through a simple text prompt? How does this shift influence the expectations of clients or employers? Can working with genAI offer the same sense of fulfilment as designing without it? To explore these questions, seven creative professionals aged 20–45 were interviewed in depth. Each semi-structured conversation lasted around 45 minutes and focused on individual shifts in daily working practices as well as evolving self-conceptions in relation to genAI. The subsequent analysis paints a nuanced picture. It shows how the participants perceive their current professional situation in light of genAI's growing presence, while also revealing the specific hopes and concerns they express regarding the future of their creative professions.
