The expert spoke about the impact of technology on the creative industry

Creative industries are rapidly changing under the influence of new technologies. Today, artificial intelligence, digital art, and no-code platforms are becoming key tools in the hands of designers, marketers, architects, and producers. Maxim Pavlov, Creative Director and partner of the Notamedia digital agency, told Izvestia on May 25 about significant changes in the creative industry and trends for the coming years.

According to him, generative artificial intelligence (AI) has the most obvious impact on the market. It doesn't work so well yet, but it often saves time and nerves, Pavlov noted. Referring to McKinsey data, the expert said that in 2024, more than 48% of the world's creative teams use AI on a daily basis. In Russia, this indicator is still noticeably lower — about 22%, but the dynamics is steadily positive.

Pavlov also noted the increasing popularity of digital fashion.

"Today, digital clothing has become a part of the daily life of the younger generation. <...>.. The active growth of this segment is associated not only with games and social networks, but also with the formation of a new visual language — hybrid, digital, interactive. Young people want to look stylish not only in real life, but also in virtual spaces, whether it's TikTok, Roblox or a Zoom conference," he explained.

Digital art continues to be relevant, despite the decline in popularity of NTF, the expert emphasized. Buyers are more likely to perceive digital art as part of a long-term cultural agenda, rather than a speculative asset, the expert added.

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"Technology is also changing the format of user interaction. Today, he wants not only to watch, but also to participate. Therefore, interactive websites, games, storytelling with nonlinear logic and immersion are becoming more and more in demand," Pavlov said.

According to the expert, the development of XR technologies also makes adjustments to the perception and production of creative content. These tools are used in museums, educational projects, architectural concepts, and even industrial design. For example, the mobile application of the Moscow VDNKh Park uses VR navigation with virtual pointers on a real route.

Despite the rapid introduction of digital technologies, the development of the industry is facing systemic problems. The expert called personnel starvation the main one. According to him, the market values specialists with multiple skills.

"The future of this industry directly depends on how quickly the government and business can rebuild the personnel training system, create conditions for the development of digital infrastructure and support small creative enterprises not only in capitals and cities with millions, but also in the regions," Pavlov concluded.

On May 22, Izvestia got acquainted with the results of a survey of the RuStore app store and Mail. According to them, 60% of Russians surveyed have a positive attitude towards the use of neural networks in their studies and work. Among those who interact with neural networks, the most popular scenario turned out to be the search for answers to questions: two thirds of users (66%) chose this option. Media file generation (15%), writing texts on demand (10%) and retelling information (7%) are also in demand.