Artificial Intelligence in the Cultural and Creative Sectors: Opportunities, Challenges, and Transformations

by Marta Massi (Editor), Marek Prokupek (Editor), Alessandra Ricci (Editor), Maria Carmela Ostillio (Editor)

Overview

This book explores how AI is redefining the creative and cultural sectors, reshaping how content is produced, distributed, experienced, and managed. Spanning areas such as publishing, heritage, music, performance, and design, the book offers the first comprehensive, interdisciplinary examination of AI’s impact across these diverse sectors as technologies become increasingly embedded in both creative and operational processes.

Product Details

ISBN-13:	9781032835204
Publisher:	Taylor & Francis
Publication date:	11/13/2025
Series:	Routledge Research in the Creative and Cultural Industries
Pages:	300
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

Marta Massi, PhD, is an Assistant Professor at Athabasca University, Canada. She previously held positions as Assistant Professor at Università Cattolica del Sacro Cuore and Trent University, and as Lecturer at McGill University. Her research focuses on consumer behavior, arts marketing, and branding. Her work has been published in leading journals such as Psychology & Marketing, International Journal of Market Research, Journal of Strategic Marketing, and Journal of Business & Industrial Marketing. Most recently, she edited the Routledge volume Digital Transformation in the Cultural and Creative Industries: Production, Consumption and Entrepreneurship in the Digital Economy and Sharing.

 

Marek Prokůpek is an Associate Professor in Arts Management at KEDGE Arts School at KEDGE Business School in France, where he is also a member of the Creative Industries & Culture Research Centre. His research interests lie primarily in the areas of innovative business models of arts and cultural organizations, museum fundraising and philanthropy and its ethical challenges, and the art market.

 

Alessandra Ricci is Fellow of Marketing Management at SDA Bocconi School of Management. She has previously worked as a postdoctoral research fellow at IULM University, Milan, and held teaching and research positions at Bocconi University, the University of Gastronomic Sciences in Pollenzo, and the Catholic University of the Sacred Heart of Milan. Her research focuses on the high-end sector—including artisanship, luxury, and Made-in-Italy—through the lenses of marketing, sustainability, and value creation. She also has professional expertise in cultural heritage management and tourism.

 

Maria Carmela Ostillio is an Associate Professor of Marketing and Sales at SDA Bocconi. She directs the Brand Academy and has led research projects in branding, marketing, and corporate communications. Her expertise includes brand management, direct marketing, and marketing information systems.

Table of Contents

Foreword: Artificial Intelligence and Creativity

Chapter 1: Introduction to Artificial Intelligence in the Cultural and Creative Sectors

Chapter 2: The Voyager, the Mirror, and the Creative Act. Three Metaphors for Understanding Generative Artificial Intelligence. 

Chapter 3: Artists in the Age of AI – A Typology of Human-Machine Collaborations and Associated Imaginaries.

Chapter 4: Breathing Life into AI – Querying AI through Tactile Imprints Using Breath and Sound.

Chapter 5: The Rise of “Alone Teamwork”: Unveiling the Transformations in the Creation Process of Artists Using Generative Artificial Intelligence Tools.

Chapter 6: Imagination and AI: A Socio-Technical Reading of Artists as Agents of Innovation in AI Development.

Chapter 7: Reviving Textile Heritage: AI-Driven Innovation Practices in Museum Exhibitions.

Chapter 8: Contemporary Art and Biodiversity: The Impact of Artificial Intelligence on Art Museum Collections.

Chapter 9: Mediation and Artificial Intelligence: Transdisciplinary collaboration in the AI.MAGINATION Exhibition.

Chapter 10: Navigating AI in Museums: Overcoming Barriers and Implementing Strategic Solutions.

Chapter 11: Augmenting the Stage: The Intersection Between AI and Theatre.

Chapter 12: Creating Stories with Generative AI in Film Education - The Screenwriters’ Room with Large Language Models (LLMs).

Chapter 13: Developing a Value Chain for Personalised Children’s Book with Support of Artificial Intelligence.

Chapter 14: Is This Really Disruption? An Organisational Perspective about AI in the Book Industry.

Chapter 15: Unleashing Creativity: The Powerful Duo of Artificial Intelligence and Brand Heritage.

Chapter 16: Redefining Luxury in the Age of Generative AI: Navigating Innovation and Heritage in Brand Management.

Chapter 17: How Young Adults Perceive the Prevalence of Metahuman Artists.

Chapter 18: The Adoption of Generative Ai in Video Game Production: Firm and Industry-Level Dynamics.

Afterword: Artificial Intelligence in Cultural and Creative Sectors

Editorial Reviews

"The rapid development of AI powered technologies offers a whole range of unprecedented, exciting and promising opportunities for digital innovation in the creative sector, but equally a whole new set of challenges that require clear understanding and targeted, responsible action. This book is an essential and invaluable tool to keep students and professionals abreast of these changes." Marta Herrero, University of York, UK.

"This book provides an extremely rich and varied set of examinations of AI’s impact across architecture, museums, film, fine art, theatre, publishing, heritage, games, luxury fashion, music, and VR, in territories across China, Europe, Oceania, and South America. A valuable addition to the literature, the collection provides detailed insights into creative and cultural organisations in theory and practice." Michael Franklin, University of Exeter, UK

From the Publisher