AI ON CREATIVITY IN DIGITAL MEDIA, ART AND CULTURE

This paper examines the growing impact of artificial intelligence (AI) on digital media, art, and culture. Through case-based analysis, it explores how AI is transforming artistic creativity, media production, and the distribution of cultural content. Technologies such as image and text generation, personalized cultural experiences, and the automation of creative processes open new opportunities while simultaneously raising ethical and social challenges. The study highlights AI’s role in reshaping the boundaries between human and algorithmic creation, fostering debates on originality, authorship, and cultural value. Ultimately, AI is viewed as a factor that not only enriches but also challenges artistic and cultural traditions, creating a new environment of interaction between technology and humanity. Artificial intelligence (AI) is increasingly influencing today digital media, art, and cultural production, reshaping creative practices and modes of cultural dissemination. This paper examines the impact of AI on artistic creativity, media production, and the distribution of cultural content through a case-based analytical approach. The paper highlights AI’s role in redefining the boundaries between human and algorithmic creation, challenging traditional assumptions about creativity as an exclusively human capacity. In doing so, it contributes to ongoing debates about cultural value, artistic agency, and the evolving relationship between technology and human expression. Ultimately, the study positions AI as a transformative force that both enriches and disrupts artistic and cultural traditions, creating a new hybrid environment in which human creativity and machine intelligence interact, negotiate, and co-evolve.