Learning from the Creative Industries: How Creatives Cope with an Identity Threat Caused by AI

Technologies are increasingly influencing creative processes in various ways. Although the creative potential of generative Artificial Intelligence (AI) has been extensively studied, previous research lacks insight into the acceptance of this technological change in the workplace. We conducted a qualitative study of 52 interviews in the creative industries over 6 months. We examine the behavior of creative workers coping with an AI-caused identity threat in a work setting. Paradoxically, even though creative workers experience identity threats caused by AI, they do not react with aversion. Rather, they integrate AI into their work processes. We identify one main coping mechanism used by all creative workers. Highlighting their distinctiveness in the creative process compared to the AI, creative workers apply derogation techniques. This allows them to manage the adaptation. In more detail, we identify three distinct derogation types: esoteric, emotional, and rational. We also explain this behavior by using identity theory. We examine three different role identity compositions, the individuals hold: Role Identity Centrality, Role Identity Content, and Role Identity Responsibility. These role identities influence the derogatory behavior in which the creative workers engage in. All in all, this research sheds light on the how and why of derogation as an answer to an identity threat caused by AI in the creative industries.