“Is this the end of your profession or the beginning of a whole new era? AI technology is fundamentally changing the way we think, create, and collaborate. Surviving is not enough, it’s time to evolve.”
Creative Evolution: From Computers to AI
The creative industry, and beyond, has experienced several key moments that have transformed the way we work. In the 90s, the introduction of computers revolutionized design and advertising, back then, anyone who “knew computers” was seen as a tech wizard. Software like Adobe and CorelDRAW ushered in a new era for designers, architects, and content creators. In the early 2000s, social media accelerated the distribution of creativity, forcing agencies to shift from slow, meticulously crafted content to a continuous stream measured in real-time.
I am part of the generation that has witnessed these changes up close, seeing how each step of evolution has brought a future that once seemed distant. The same is happening today, the AI transformation is not just technological but a complete shift in how we perceive creativity and our role within it. However, one thing has been, is, and will always remain certain: human input, energy, sensitivity, and vision will always be essential in every dimension of the future.
The New Magic Pencil
At the Digital Day 2020 event in Belgrade, I emphasized a fact that remains just as important today: technology is not the driver; it is merely a tool. In that post-pandemic period, more and more clients began demanding faster and more measurable results. KPIs became a priority, and creatives found themselves under pressure to meet expectations at an unforgiving pace. “The one who holds the pencil is not just a creator responding to demands but a leader who uses the tool to build something greater.” At the same event, I also expressed that the creative industry must balance the reptilian instinct that pushes for quick action with the human side that maintains a strategic vision within this field.
The Transformation of Professions
At the 5th Western Balkans Digital Summit 2022 in Pristina, I participated in a panel discussion about a transformation that was already underway: the redefinition and readiness of creative professions to face the new technological era. This technology will not eliminate creative roles but will transform them in how they process different tasks.
But what is expected to happen? Here’s how I see some of the professions emerging in this era, where human interaction will always be essential:
Text Engineer – An evolution of the copywriter, where this professional designs and optimizes commands for AI systems, making them create content that influences and inspires.
Neuro Designer – The evolution of the graphic designer, this professional uses AI to create visuals and interactive experiences that are seamlessly intertwined with technology.
Digital Algorithm Specialist – A transformation of the social media manager, this role focuses on analyzing and using algorithms to optimize impact and performance on social platforms.
Intelligent Data Strategist – A role that transforms data into meaningful stories and experiences, helping teams make data-driven decisions, but always with a creative spirit.
As mentioned above, humans will always be distinguished by the ability to intervene where emotion creates opportunity. Experience and sensitivity are what enable them to surpass the limits of technology’s logic and bring solutions that resonate emotionally. Technology can empower the creative process, but it cannot replace human emotion and intuition. The future of the creative industry will be a balance between the power of AI and human sensitivity, and success will depend on our ability to make technology an ally/pencil, not a replacement.
A transformation supported by numbers
The impact of Artificial Intelligence is not just a trend, but a transformation that is changing the way we work and create on a global scale. According to the latest report from the World Economic Forum (2024), while some traditional roles are disappearing, new roles are emerging in every sector.
By 2027:
1) 83 million jobs will be created globally, including professions that will blend creativity, technology, and many others.
2) A large portion of these roles will be in the fields of AI, data analysis, and the creation of digital experiences.
3) 14 million net jobs will be lost, especially in routine roles such as data entry, administrative services, and traditional manufacturing.
These figures clearly show that the future belongs to those who know how to blend creativity with technology. Professionals from every industry, including the creative one, from copywriters to designers, must evolve to stay ahead of these changes, and this is not an option, but a necessity.
What will the Agencies of the Future look like?
In 2030, creative agencies will no longer be content production hubs, but platforms for experimentation and innovation. They will be built around collaboration between humans and AI, creating an ecosystem where human sensitivity and technological speed coexist.
Here’s how I foresee these agencies operating in several areas (examples) tomorrow:
Creative Experimentation Studio: Where numerous ideas are generated and tested with the help of AI, highlighting the best ones.
Data and Strategy Team: Data analysts create models and stories based on the insights they derive from the data.
Ethics and Diversity Department: Ensures, not only from a legal standpoint, that creations are authentic and maintain cultural diversity in a world that risks becoming homogeneous.
Naturally, there will also be other functions supporting the proper and sustainable operation of agencies in the near future.
As mentioned above, this has already started to take shape in leading companies worldwide, and some of the examples below are just the beginning:
Heinz and DALL-E: Generating futuristic visuals that gave a new image to the ketchup brand.
Balenciaga and Digital Fashion: Creating fashion collections that exist only in virtual spaces, their experiments with digital spaces (the “Afterworld” game), linking new trends with technology.
Netflix and Poster Personalization: AI optimizes posters and titles for each user, making them more appealing to individual tastes.
Ethics, Ownership, Evolution, and Survival in the Age of AI
Who owns a creation, or in other words, the intellectual property generated by AI? Is it the author who commands the AI, or all the creators who contributed to the data that trained it? Algorithms can lead to the creation of content homogeneity. Agencies must be capable of preserving sensitivity, diversity, and also influence and legally empower every creation. The creative industry is changing rapidly, but change is not a threat; it is an opportunity.
Creators who find the balance and professional ability between technology and human sensitivity will be the ones who lead the future.
The future is not a battle between humans and technology, but a journey of collaboration. Are you ready for this challenge? The answer still remains and is in our hands.
Gerton Bejo
Founder & CEO
Vatra Agency
Tirana / Pristina / Skopje / Belgrade
Explore Vatra Agency, a leading creative agency in the Balkans, with 20+ years of experience in design, branding, and digital communications, serving 550+ brands.
Note: The names for the new departments and professions described in this article are ideas and thoughts of the author.