The Intersection of AI and Creative Expression

Ever since the launch of ChatGPT in 2022, Artificial Intelligence (AI) is no longer confined to the analysis of data, automation, or business. It has extended in a big way to the arena of creative arts, influencing various aspects such as painting, writing, music, movie-making, and design. AI-powered tools have reached a point where they are assisting artists and also generating creative output that’s almost par with what humans are capable of.

India is no different in this trend towards AI, in which AI applications for creative endeavours are gaining traction. Sudden digitisation in the form of online creators and content generators is tapping on the abilities offered by AI as tools of artistic expression. Additionally, spheres not commonly seen applying themselves in so-called ‘creativity,’ i.e., the field of banking and finance, are similarly harnessing the strengths of AI within their endeavours. For example, banks are using AI-based chatbots and predictive analytics more and more to facilitate customer interactions and lending activities.

AI in visual arts

The computer vision app market in visual arts is estimated to reach Rs. 3.4 lakh crore by 2033 at a 10-year CAGR of around 29%. AI-based platforms such as Dall-E can now create digital paintings, sculptures, and conceptual artwork based on inputs given by the user. These platforms enable artists to break the limits of imagination, trying out styles and compositions that are not possible to do manually.

AI art raises the question of ownership. If a computer program produces output from the input of an artist, then who holds the copyright to the finished product? Some believe that AI lacks intent and consciousness and that only humans are involved in true creativity. However, when these works of art are sold for a tidy pocket at auction houses (as happened with the painting Portrait of Edmond de Belamy in 2018), legislation can be changed to bestow ownership and intellectual property rights.

There is also the issue of deep-fakes. Often used maliciously, deepfakes can sometimes be used to avoid paying image licensing fees to celebrities or influencers. Indian actor Anil Kapoor won a legal battle in 2023 regarding the unapproved use of his AI-generated face. His case became the benchmark for the protection of an artist’s image and underscored the need for the implementation of regulation in this domain.

AI in music composition

Today’s AI programs can create lyrics, create symphonies, and even mimic the voice of an artist. Amper Music, AIVA, and Jukebox by OpenAI are a few of the technologies that enable artists to create new music with the least amount of human touch. Artificial intelligence is even being used in Bollywood to study the past history of music trends, forecast hit songs, and even create background soundtracks for a movie.

There’s been some controversy, though. In February 2025, Bollywood music firms such as Sony, Saregama and T-Series sued OpenAI for supposedly using copyrighted sound recordings as the basis to train its AI models without permission. The lawsuit is an example of AI forcing the industry to rethink IP laws.

AI in writing and narrating

AI algorithms are also capable of generating stories, poems, and scripts now. AI-based language models such as ChatGPT, Sudowrite, and Pocket FM’s AI writers create books, short stories, and screenplays.

On the poetry front, a University of Pittsburgh study found that non-experts are more likely to say that poetry created by AI was created by humans than they would be to say that poems that were actually created by humans were created by humans.

The same study also illustrated that people are more inclined to score AI-created poetry as higher quality than that written by a human, and the theory is that this is simply because AI-created poetry is simpler and thus easier to interpret. AI content is problematic, however, in that it raises issues of authenticity. AI can reproduce language patterns but has no life to draw upon, and its output is straitjacketed and dull. Yet, with AI evolving day by day, maybe not too far away, AI is capable of delivering rich emotional and cultural narratives that can match or even exceed human writing.

AI in fashion and design

Online retailers for products such as clothes are using AI to improve customers’ experience while shopping. Recommendation sites based on AI monitor shopping history in a bid to drive offers that align with individual preferences. AI software on a website can study previous purchases and browsing history to suggest products for purchase to you, personalising your shopping experience.

The fashion sector is also using AI to forecast fashion, create models, and tailor shopping. Fashion designers use AI software to try and make sense of fashion trends and customer tastes appealing to certain groups. Fashion collections created using artificial intelligence have already been walked down the ramp, showing how technology can push boundaries.

The future of AI and creativity

AI is widely used by Indian businesses such as NBFCs and online marketplaces. In addition, it also now plays a critical role in the lives of creative professionals. AI provides creative professionals with great tools but also complicates traditional notions of originality and ownership. Rather than viewing AI as a threat, creative professionals can use it as a collaborator. It is, however, important to keep ethical and privacy related considerations in mind while building the AI ecosystem so that all stakeholders can derive benefits from the same while mitigating risks.