Recent advancements in artificial intelligence (AI), particularly generative AI, have reignited debates about its impact on the future of work, industries, and society. This debate is especially intense because, unlike previous technological breakthroughs, generative AI appears capable of producing original and creative content. This chapter explores the implications of generative AI for creative work across industries, distinguishing between two forms of creativity: scientific and artistic. Drawing on interdisciplinary literature, we argue that while generative AI can complement tasks in both domains, it is more likely to substitute humans in artistic creativity than in scientific creativity. This distinction stems from the fact that scientific creativity relies more heavily on causal inference – a capability that current generative AI systems lack. Building on this foundation, we examine how generative AI is reshaping industries and propose two factors that mediate its impact: the importance of basic research within an industry, and the industry’s level of exposure to AI. This chapter offers strategic insights for firms, researchers, and policymakers to better navigate the evolving role of generative AI in fostering innovation and creative work across industries.
