Budakov Films has long been dedicated to pushing the boundaries of creative storytelling, and their recent focus group in Sofia, Bulgaria, stands as a testament to that commitment. As part of the ambitious Erasmus+ co-funded project, AI Creatives: Enhancing Creativity and Ethical Innovation in the Digital Age (Project Number: 2024-2-PT01-KA210-VET-000290218), the focus group gathered ten carefully selected participants, all representing the vibrant target audience for this initiative.
Moderated by Dr. Yordan Karapenchev, the session brought together seven carefully selected representatives from our target audience in Bulgaria, ensuring a balanced and inclusive perspective through a thoughtful approach that emphasized gender equality.
Throughout the discussion, common themes emerged regarding the practical applications of AI. Participants frequently cited tasks such as creating visuals for presentations, resizing images, and generating web-specific imagery. They noted that while AI excels at handling repetitive and menial tasks, the core of creative work—conceptualization and thoughtful design—remains a distinctly human endeavor. This clear distinction between automation of routine tasks and the irreplaceable spark of human creativity was a recurring point during the discussion.
However, the conversation was not without its complexities. When the topic turned to internal guidelines for AI usage, responses varied significantly. Some participants reported an absence of formal guidelines within their organizations, while others, particularly those from advertising agencies, mentioned that guidelines were in place primarily to navigate concerns about potential copyright infringement. These divergent experiences underscored the evolving landscape of AI in the creative industry and the need for clearer standards.
Despite these challenges, there was unanimous agreement among the focus group participants that AI tools hold considerable potential for ethical and efficient integration into creative workflows. While there are lingering concerns about the possible displacement of creative jobs, these were generally not viewed as an immediate threat. Instead, participants agreed that the primary impact of AI has been to accelerate the creative process—facilitating idea generation, streamlining brainstorming sessions, and speeding up prototyping and testing phases.
One of the more nuanced discussions revolved around the quality of AI-generated content. In the sphere of graphic design, some participants noted that certain AI-produced artworks are virtually indistinguishable from those crafted by human hands. Yet, with increasing familiarity and expertise, professionals found that subtle deficiencies in AI-generated content become apparent. This delicate balance between innovation and quality assurance continues to be a topic of intense debate within the creative community.
The focus group highlighted that AI is capable of merging roles—such as copywriting, design, and project management—thus acting as a catalyst for faster production. While there is a potential for reduced need for traditional collaboration, this shift has not yet resulted in job cuts. Rather, it has redefined how teams interact, encouraging a more dynamic exchange of ideas and a faster turnaround on projects.
The focus group also brought to light genuine concerns regarding the ethical dimensions of AI in creative work. One major issue is the potential for AI-generated content to inadvertently draw from copyrighted material, leading to legal and ethical dilemmas. Additionally, the reliance on large datasets raises questions about the protection and appropriate use of proprietary client information.
Initially, many participants were apprehensive, fearing that AI might lead to job losses or clash with established work processes. However, as their familiarity with AI tools grew, these concerns gave way to a recognition of AI as an invaluable asset that can enhance efficiency and enrich the creative process.
The participants also emphasized the importance of effective learning methods for mastering AI tools. Visual and hands-on approaches—such as video tutorials, live demonstrations, and workshop-style sessions—were overwhelmingly preferred over traditional, text-based resources. This practical, experience-driven learning was seen as the most effective means to understand and integrate AI functionalities into everyday creative tasks.
Looking ahead, the focus group identified several key areas for future AI training initiatives. These include addressing intellectual property concerns, deepening understanding of copyright laws to mitigate legal risks, and reinforcing ethical practices to avoid bias and misinformation while respecting creative integrity. The consensus was clear: more comprehensive and practical training is essential for ensuring that AI serves as a supportive tool rather than a disruptive force in the creative industries.
In conclusion, the focus group conducted in Sofia marked a significant milestone for Budakov Films and the AI Creatives project. The session not only underscored the invaluable contributions of AI to creative workflows but also highlighted the need for balanced guidelines and robust training to navigate ethical challenges. As the creative landscape continues to evolve with AI at its side, Budakov Films remains committed to harnessing technology in a way that enhances creativity, maintains ethical standards, and ultimately enriches the digital age.
*Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.
Project No: 2024-2-PT01-KA210-VET-000290218