Augmented Creativity

This article explores the use of AI tools in the DIY production of a music video through a practice-led case study involving Midjourney, Runway and Plask. The project demonstrates how AI enables faster and more stylistically ambitious visual content creation, especially for music producers without formal visual training, while also reshaping the artistic challenges for the maker. Through critical reflection, public feedback and an industry interview, the study examines how AI functions as an incubator and technical executor, aiding in the preparation and elaboration stages of the creative process. Drawing on creativity theory, this article argues that while AI can produce novel and valuable outputs, it lacks intentionality and must be guided, interpreted and curated by humans. The research supports emerging concepts of AI co-creativity, suggesting that the future of content production lies not in AI replacing humans, but in augmenting human direction through collaborative frameworks.