Creative identity in the age of AI: examining technical and cultural dynamics in post-production workflows

Abstract

This paper examines how artificial intelligence (AI) is reshaping creative identity, value, and professional legitimacy in post-production workflows. Drawing on Charles Taylor’s concept of the social imaginary, we address a particular research gap: most existing studies overlook how everyday norms and tacit creative understandings are being renegotiated on the ground. We hypothesise that AI integration fundamentally challenges these imaginaries, not merely automating tasks but altering what counts as legitimate creative work. To test this, we combined quantitative survey data with qualitative interviews across key disciplines. Our findings show that while AI streamlines technical processes and enables cognitive offloading, it also raises concerns about devalued craft, blurred authorship, and evolving standards of “good” work. We conclude that sustaining creative value will require new collaborative protocols, multidomain expertise, and ongoing workforce intelligence. The study closes by outlining practical implications and avenues for future research.