Applying AI in the creative industries: How artificial intelligence is changing the creative process

The event “Application of AI in the Creative Industries”, organized by ARC Academy in partnership with Sofia Game Night, as part of Game Dev Day 2 – Expo & Conference, brought together professionals and students interested in new technologies. The discussion looked into the role of artificial intelligence in creative processes, the ways in which AI can improve the work of designers and artists, and the ethical and professional challenges that accompany its integration in the creative industries.

What does artificial intelligence in the creative industries entail?

AI technologies are becoming an increasingly important component in content creation, design, video and audio production. They can automate a number of routine processes and speed up steps that would otherwise take a long time. But as the panelists emphasized, AI is an assistant, not a substitute for human creativity.

Participants in the discussion

The event began with introductory words by Milin Djalaliev, co-founder of ARC Academy, who shared the main goal of the discussion – to show how AI can expand the possibilities of creativity and support modern artists in their work.

These were the panelists:

• Robert Shunev – Art Director at Photon Graphics, with over 15 years of experience in 2D and 3D art, motion design and brand identities. He has worked on music videos, AR applications, video games and advertising campaigns for Audi, Chivas, Philips and others.
• Andrey Gevechanov – a concept designer with over 15 years of experience in the game industry, who specializes in creating fantasy worlds and characters.
• Mihail Iliev – Partner and Art Director at Phormatik studio – with over 10 years of experience in contemporary video arts and the integration of new media in scenography, performance and multi-genre arts.

AI as an opportunity, not a threat

The possibilities of artificial intelligence according to Robert Shunev

“In the beginning, we thought that AI would take our jobs, but actually, when we started using it, we realized that it just makes the processes a lot easier and helps us focus on the important things,” Shunev explained. He emphasized that the studio actively uses AI for routine tasks such as creating visual concepts and image processing, which allows them to spend more time on real creativity and innovation.

Andrey Gevechanov – about the importance of basic education and the control over artificial intelligence

Andrey Gevechanov also discussed the important role of AI as an assistant in the creative process, but emphasized that it is necessary for designers and artists to have solid knowledge and skills to be able to manage and use it properly.

“AI cannot decide for itself what is good or bad in a design – that is our role,” said Gevechanov. “To be able to use it effectively, you have to have basic skills and to know what you’re doing.” He pointed out that new technologies do not replace the creative thinking and intuition that is built through years of practice and study.

Gevechanov also emphasized that young professionals must continue to educate and develop themselves. He added that this knowledge is essential for achieving quality and original results. “AI is just a tool, but to achieve real quality, you have to know art and design yourself,” he emphasized.

Mihail Iliev – for artificial intelligence in the production of visual and audio media

“When we work on projects related to video and audio, AI is an extremely useful tool to automate some technical processes, such as sound processing or image editing. This allows us to focus on the more essential elements of the project,” explained Mihail. He demonstrated with examples how AI has been used to create visuals and effects that emphasize the atmosphere of the project.

AI tools used in the creative process

The discussion also looked at specific AI tools that designers and artists use in their daily work. They help achieve photorealism, optimize time and provide greater control over the processes.

• Stable Diffusion – with this tool, designers can select specific parts of the image and modify them to achieve the desired look. It is particularly useful in creating realistic effects and details, which saves time on routine tasks and provides a high degree of control over the final result.
• MidJourney – suitable for conceptual and sci-fi projects, MidJourney generates multiple variations of ideas, such as spaceships or fantasy landscapes. Although less controlled than Stable Diffusion, MidJourney is valuable for quickly generating creative visions and concept images.
• 3D software such as ZBrush, Blender, 3D Max and Substance Painter – these are widely used for modelling, texturing and combining them with AI allows designers to create more detailed and realistic 3D models. The ability to add textures and lighting through AI makes the process even more efficient and visually complete.

Adding AI tools to the workflow allows creative professionals to create fast, high-quality content while maintaining control over the artistic and technical aspects of their projects.

Education and the future of artificial intelligence in the creative industries

The educational part of the discussion was also an important topic. Milin Djalaliev emphasized that ARC Academy constantly adapts its curricula to include new technologies such as AI, so that the students are well-prepared for the future.

“Our goal is to prepare the students not only to use AI, but to understand it as part of the toolkit that helps them to be more creative and productive,” said Djalaliev. At ARC Academy, we teach the students to master key skills such as conceptual thinking and design so that they can use AI to their advantage, but always on the basis of solid foundations and understanding.

Ethical aspects of artificial intelligence and creativity

The discussion also addressed the issue of ethics in the use of AI in the creative industries. Participants agreed that it is important to find a balance between using artificial intelligence as a useful tool and preserving the human element in the creative process. Other challenges include questions of originality and copyright.

Conclusion

The discussion ended with a summary of the ideas and future challenges related to the entry of artificial intelligence in the creative industries. Participants agreed that AI will continue to play an important role, but human creativity and understanding will remain irreplaceable.

“AI can generate ideas, but only humans can put a soul and a meaning to them,” Gevechanov concluded. “Our role is to learn, evolve and understand the technology so we can steer it in the right direction.”