Artificial intelligence is radically changing content production. Texts, images, videos — everything can be created in minutes today. But the crucial question remains: Will AI become a substitute for creativity, or an instrument that enhances the creative spirit?
As in music, the truth lies in between. AI opens up unexpected sound spaces, but it also poses the risk that everyone will sound the same if you are satisfied with mediocrity.
An instrument only sounds as good as it is played. It's exactly the same with AI: The output is only as good as the input. Generic inputs produce generic results. However, anyone who incorporates their own thoughts, experiences and nuances composes unique melodies instead of standard sounds.
Valuable content is created when strategists, experts and creative minds control the “composition”: They bring in original perspectives, refine results in a targeted manner — and create a distinctive piece from simple chords.1 2
AI has the tendency to level out unusual sounds. Outliers who are poorly represented in training material are often sanded down. The result: “mainstream sounds” in a neutral Wikipedia tone.
In this way, AI becomes an amplifier of existing narratives — not a source of completely new motives. It takes a musician with a clear artistic stance so that the sound remains unmistakable. 3
The change is also evident in the tech sector: routine tasks are increasingly disappearing. In the past, juniors took over the simple “write off grades” — today GitHub Copilot & Co. are doing exactly these tasks.
The role of experts is changing. Instead of solving standards, mid-level and senior specialists orchestrate complex compositions using AI tools. Paradoxically, this opens up opportunities for career starters: They can play more demanding “pieces” earlier — as long as they can learn to improvise instead of just downplaying scales. This quickly raises the question of slow learners and not so talented programmers falling by the wayside, who have often strengthened the team with their communication skills. 4
The new logic is: higher quality, less time, smaller budgets. Where an orchestra used to be needed, today a quartet — or even a soloist — is enough. Individuals can implement projects that once required entire teams.
At the same time, new creative “bands” are forming: flexible, highly specialized collectives, comparable to artist groups from the 1920s. But the decisive factor remains: creating distinctive music from the same instruments. 5 6
AI improvises a lot — but often doesn't consistently stick to the “sheet of music.” Maintaining style across longer “compositions” is difficult. Details are blurred or become inconsistent.
This brings classic roles back into the limelight: Retouch-Artists, Editors and Wrangler take on the role of conductors. They refine DenkLang — faster and cheaper than perfecting AI down to the last detail. 7
With new instruments come new rules:
We are living in a hybrid phase. AI can take over workflows, but humans remain the musician who sets the course. As Photoshop once smoothed out photos, now does it on a wider level.
Mediocrity is getting cheaper — but brave soloists are becoming more valuable. 11
The decisive change: Average outputs lose value rapidly because anyone can generate them. Creative minds, on the other hand, are accelerated — their visions can be implemented more directly.
Organizations that promote experimentation and take creativity seriously will receive the loudest applause. AI remains the instrument — but the melody is composed by humans.12
Development is too fast to wait in the stands. Everyone should now learn to play the new instruments. And organizations must create structures in which orchestras and soloists can experiment.
The differences in content production of the future will not be decided by technology — but by creativity and attitude.
How does your organization play with AI — do you use it as a metronome for efficiency or as a player in a creative improvisation?
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