AI & Creativity: The Freelancers Leading the Charge

It’s rare for a day to go by without hearing about AI’s impact on creative work.

Without a crystal ball, it’s impossible to predict exactly how much of the creative process will be automated vs. how much will remain firmly in human hands. But here’s what we do know from what we’re seeing on the ground at PLAYE:

🔹 Freelancers have the most incentive to adopt AI. Unlike large organisations weighed down by process and approvals, freelancers are experimenting in real time. Many are seeing 4-5x productivity gains, which means 4-5x earning potential.

🔹 Enterprise AI adoption lags behind. AI is evolving so rapidly that only freelancers and SMEs can keep pace. The moment a procurement team gets involved, AI progress outpaces an enterprise’s ability to adopt it.

🔹 AI is reshaping team structures. Projects that once required 3-5 people can now be executed by a single AI-enabled creative - without sacrificing quality.

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One of the clearest examples? Seven Network partnered with PLAYE to tap into a leading AI-powered creative. This individual didn’t just concept, produce, and deliver an entire campaign in record time - they did it at an estimated 60% lower cost than traditional production methods.

The takeaway? AI isn’t replacing creatives - it’s supercharging those who know how to use it. And right now, freelancers are leading the charge. 🚀

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