ty vi i t ea r K, C O   04 What’s going on When rumblings about artificial intelligence (AI) first started years ago, many people feared their jobs would be automated but those in creative fields felt a little safer, believing that creativity must surely be a uniquely human ability. That’s changing fast, as 2022 saw technology take giant leaps, with new tools frequently springing up 60 to put tech-powered creativity right in people’s hands. While there’s no consensus on the definition of “creativity,” in this context it’s the ability to produce something new. It’s a process that results in an outcome, like art, books, or music. Creativity evolves culture—influenced by environmental and social norms, and the motivations that push people to follow, reject, or change those norms. Technology is now acting as a co-pilot that sits alongside anyone who’s interested in harnessing their innate creativity. + 50mm, hyper realistic, 8k, algorithm version 4, aspect ratio 3:2 Copyright © 2022 Accenture. All rights reserved. 47