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How GenAI Changes Creative Work

Creative professionals, such as art directors and copywriters, are tapping generative AI tools to reshape the way they work, and use of the technology is already shifting old norms around creative output and the size of creative teams. This article points to four areas where GenAI is having an impact on creative professionals and their work and suggests actions that creative professionals and their colleagues can take to prepare for the technology’s emerging benefits and challenges.

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