Cross-cultural approaches to creative media content in the age of AI

In the age of Artificial Intelligence (AI), the goalposts for how we judge creative work are changing. New tools, new collaborators and new creative processes are transforming the way we make, look at and talk about the value of creative work. This shift is widely discussed in Western scholarship. However, there are certain voices still missing from this discussion. These are the voices of the Global Majority, or the Next Billion Users. The perspectives and values found in global digital cultures represent a massive user base of designers, AI ethicists, cultural changemakers, artists, creatives and users whose contribution to this debate could very well represent the next paradigmatic shift in how we approach creativity. Global AI cultures demand our attention. Going forward, media scholars need to diversify and decolonialise approaches to digital creative labour in the Age of AI by drawing attention to the values and creative practices of global digital cultures. This article is structured around six strategic concepts: Recognition, Resituate, Remix, Resistance, Regenerate/Repair and Reimagine. We propose this framework to decenter universality and problematise normativity. These concepts are meant to provoke new associations and patterns of thought, moving us away from pre-conceived notions of what creativity is to adopt new, equitable and diversified notions of creative work.