Using AI to boost your creativity (and not replace it)

AI is undeniably transforming the creative and media landscape. For many early-career creatives, this can feel intimidating. But if used correctly, AI can be a tool used to support your ideas, speed up repetitive tasks and open new avenues of inspiration. The key is using it intentionally, ethically and creatively. 

This article will explore how you can utilise AI tools in your everyday tasks, whilst keeping your work authentically yours.

Understanding the role of AI

It’s best to think of AI as a helpful assistant or a research partner. It’s not here to replace the creative heart of your work, but instead to make your process easier and more efficient. AI can take over tedious, time-consuming tasks, such as building spreadsheets or managing data, freeing you to focus on the work that really matter. For instance, the BBC uses AI behind the scenes to make content accessible in multiple languages. 

AI can handle the repetitive tasks like transcribing interviews summarising research or generating rough, first drafts. But it can also spark creativity by offering prompts and visuals, or as a sounding board to get your imagination flowing. The real magic – the emotion, nuance and human touch – should still come from you. 

Practical ways to use AI

There are countless ways you can use AI to enhance your work and remove tedious tasks. A few examples are: 

• Transcribing interviews and meetings
• Summarising research (NotebookLM can even turn it into an audio podcast or video)
• Organising notes
• Drafting first versions
• Generating visual references
• Idea bouncing
• Experimenting with prompts
• Creating subtitles and translations 

Free AI tools for you

There’s a vast range of AI tools available to creatives, many of them free. For early-stage talent, experimenting with these can help you understand how AI can support your workflow: 

• ChatGPT/Claude/Copilot: Versatile tools for ideation, copywriting, and research.
• Otter: Automatically transcribes interviews and highlights keywords – ideal for films or podcasts.
• Sora: Helps translate your ideas into inspiring visual concepts.
• Perplexity: Excellent for contextual research and information gathering.
• NotebookLM: Useful for accessible content, such as summarising long documents and ideas.
• The Neuron: Curate daily summaries of AI news and new tools.
• There’s An AI For That: A directory of AI tools for specific creative tasks. 

Exploring these tools without pressure to use them immediately is often the best way to understand their potential. Your goal should be to see what fits your workflow and how AI can genuinely make your work easier or faster.

Being responsible with AI

Using AI responsibly is just as important as using it effectively. Ethical use means being mindful of privacy, biases, transparency and environmental impacts. For instance, avoid feeding sensitive client information into AI tools and never present AI-generated content as entirely your own if it could mislead. 

Many organisations, such as Google, have formal guidelines and policies on AI use. They highlight how AI should and shouldn’t be used. Spend some time researching policies like this to see how others are keeping responsible with their AI usage. 

It’s vital to acknowledge AI’s environmental cost, as Running AI requires massive amounts of energy and water. Using AI with intent can help mitigate this, as well as perfecting your prompts and avoiding unnecessary outputs. 

Staying ahead with AI

AI moves fast, and keeping up requires ongoing learning. Regularly exploring new tools, even ones you might not immediately use, helps you understand emerging capabilities and trends. 

Find and follow trusted sources for updates, such as AI newsletters, blogs or tool directories. Experimentation is key: try prompts in different ways, test outputs and refine your workflow as tools evolve. Consider AI as a long-term partner that you adapt and guide to your needs, rather than a quick fix that makes lots of errors. 

A good habit is to review your AI use every six months, checking which tools, prompts or workflows still serve you best – if at all. 

It’s clear that AI is around for the long haul across media and creative industries.  By staying curious, ethical and intentional in how you use AI, you can consider making it a tool for creativity, not a threat to it. Start small, experiment often and let AI amplify, not replace, your unique creative voice.

This resource was inspired by Media Trust’s AI Essentials Bootcamp for Charities, in partnership with the Centre for Public Impact and Google AI Opportunity Fund: Europe.