Generative AI and Creative Work: Tensions between Productivity and Meaningfulness in Working Life (GeTMe)
Generative AI is transforming working life. Advances in AI can make work more efficient in the creative sector, but at the same time, they may erode the very foundations of meaningful creative work.
The project examines the impact of AI development on the meaningfulness and originality of creative work, as well as its value to creators and the public. Alongside the productivity gains offered by generative AI, the study focuses in particular on experiences of meaningfulness in creative work, coping at work and employee well-being, as well as changes in the nature of work, authorship and expertise.
The project’s critical perspective on productivity helps identify when AI genuinely increases work efficiency and whether this comes at the expense of the work quality and employee well-being. The research findings and recommendations produced by the project will help organisations in the creative sector adapt to changes brought about by AI and develop strategies that support employees’ resilience and commitment.
The project is carried out in collaboration with Tampere University and the Pori unit of the Turku School of Economics. The research will draw on survey data collected as part of the LuovAIn! project and gather qualitative data through semi-structured in-depth interviews and a futures workshop. The workshop will explore the current state of working life, challenges in the near future, and possible futures of working life. The project is funded by the Finnish Work Environment Fund and takes place from 1.9.2026 to 31.12.2027.
