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QM Centre for Creative Collaboration
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Policy Recommendations

GenAI and the Creative Workforce

Generative AI is rapidly reshaping work. Workers throughout the creative industries are experiencing rapid and fundamental changes to their livelihoods - and those in freelance work are right at the forefront of those changes.

Much has been made of the need to boost productivity in the UK. Generating over £100bn annually and growing at over one and a half times the rate of the rest of the economy, our creative industries are a model for what is possible. Yet the often-heralded solution to making the wider economy more productive - AI - is the very thing that risks eroding this success for the creative workforce. Whilst the whole creative sector is seeing the impacts of GenAI, the freelance workforce is particularly exposed, doesn’t have the same legal protections as salaried employees.

This is why, for the past year, the Crafting Responsive Assessments of AI and Tech-Impacted Futures (CREAATIF) research project has been mapping how freelancers from across the creative workforce are experiencing impacts from GenAI on their working conditions. Our research highlights seismic shifts already underway and offers urgent recommendations to protect and sustain the people whose skills are driving the growth of creative industries in the UK.

CREAATIF Research Recommendations [PDF 2,008KB]

Policy Brief

Based on work from the CREAATIF project, and directed towards those working on legislation, this brief builds on the grassroots and industry-led solutions set out in the main brief and sets out policy recommendations for regulators to build better governance of GenAI.

CREAATIF Parliamentary Briefing [PDF 576KB]

Good Work Research Report

Building on IFOW's 'Good Work Charter’ – a ten-point framework for understanding work that is more than employment – this research report sets out how these dimensions can be used to organise evidence of workplace and social impacts of AI. ‘Good’ work is more than employment. It is work that has fair pay and conditions, has dignity and autonomy, where people are properly supported to develop their creativity, skills and capabilities, work where they have and can express a sense of community. As such, we are looking to a world where creative work is good work, as opposed to it being hollowed out by GenAI.

CREAATIF Good Work Report [PDF 1,318KB]

 

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