New jobs ahead in the Cultural and Creative sector

Navigating the fine line between AI-driven efficiency and the indispensable value of human insight will be crucial for success in the evolving work life. Meet five new jobs that are emerging and their challenges.

AI artist: Identity Matters More Than the Latest Technology

About 100 years ago, the way art was made and reproduced began to change. Before that, art was often unique, created by the hands of the artist, and if it was copied, the copies were not considered the same as the original. However, with new technologies like photography and printing, art could be reproduced many times

This shift became even more significant with modern tools like computers and artificial intelligence (AI). Whether you’re a traditional painter or a digital designer, the integration of AI and advanced algorithms into the creative process offers a chance to explore new dimensions of expression Today, these tools can not only help reproduce art but also collaborate in the creation process itself. AI artists are equipped with cutting-edge AI platforms that revolutionize how they work, from generative design tools that let algorithms collaborate with artists to machine learning frameworks capable of analyzing and replicating styles.

“I believe that, for AI artists in general, the evolution is moving more and more towards creating experiences for an audience, first and foremost. This is something quite unique because you’re there, witnessing or even becoming part of something happening right in front of you. But it’s also a space where the artist can prove their presence by creating something in real time, something that can only happen in a specific place if the audience is there to witness it,”says Erich Giordano Head of Business Development at NextAtlas.

But this transition into this hybrid space of art and technology requires a unique set of skills. Artistic sensibility remains at the core—understanding the fundamentals of visual design is still critical. However, tech literacy is becoming equally important.

“A couple of years ago we saw the first really popular version of DALL·E, this tool that could create images from a text prompt. There were some similar tools before, but this was the first mainstream one that a lot of people tried, and it already seemed incredible. With just a simple prompt, you could create an image. Then, within a few months, more tools came out, each one bringing something new. Now, after only a couple of years, people can already start to recognize what’s AI-made,” says Erich Giordano.

But he emphasizes that while technology can enhance or support the creative process, it’s the ideas and concepts driving the work that truly define its value.

“You can still create something meaningful even if you’re not using the very latest version of a tool, because ultimately, it’s the idea and the concept behind your expression that matter. The tool is secondary to the artist’s vision. You can’t lose your signature style or your identity you have to stay true to yourself. You don’t just hand that over to the technology,” says Erich Giordano.

The Creative Coder blending two worlds

There’s an increasing demand for professionals who can seamlessly blend technical know-how with creative thinking. At the hearth of a creative coder lies the merging of two distinct realms: the precision of coding and the boundless expression of artistic creativity.

“IT work has traditionally been seen as something far removed from creativity. However, even in the conventional approach to coding, there has always been an element of creativity in finding solutions to the challenges you encounter daily. With AI, though, the potential for creative expression is vastly expanded. You’re no longer just coding—you’re instructing an AI system, guiding it to create or solve problems on your behalf. It’s a different process, an evolution that brings a higher level of creativity to a field that already had some, but wasn’t fully recognized for it,” says Erich Giordano.

Businesses and industries could benefit from highly specialized software tailored to their specific needs, largely thanks to advances in artificial intelligence (AI). However, despite the potential for AI to revolutionize operations, many companies remain cautious.

“On one hand, you see companies claiming they’re fully embracing AI, using it for various tools, research, and development. But on the other hand, there are areas within these same companies where AI is completely off-limits. For instance, legal teams might say, ‘We’re not sure if this is compliant with our policies or specific laws, so it’s safer not to use any AI tool at all.’ Or maybe AI is used only in certain parts of analysis or research, but when it comes to core tasks, there’s still a lack of trust. And that’s natural. I think traditional ways of operating will continue to coexist with AI in many companies for quite some time,” says Erich Giordano.

ESG Specialist: Beyond Profit, Driving Sustainability and Long-Term Success

ESG Specialist go beyond profit margins—they reflect a company’s commitment to sustainable practices, social responsibility, and ethical governance. In a time when consumers and investors are paying closer attention to how companies manage their environmental and social impact, effective ESG initiatives can not only improve a company’s reputation but also contribute to long-term financial success.

“Depending on the company, the role of ESG can vary—some companies give it a higher priority, while others may integrate it less. But ESG has definitely evolved into a formal function within many organizations, ensuring not only compliance with sustainability goals but also identifying areas for improvement,” says Erich Giordano.

ESG-compliant investments have become a major trend. Your bank might offer you investment options in companies that are certified ESG-compliant, giving you a choice to invest in businesses that meet recognized environmental, social, and governance standards.

“The role of an ESG Specialist can require a wide range of skills, sometimes even technical expertise, whether it’s related to environmental impact or workplace conditions. It’s not just about sustainability in a broad sense—there’s a practical and technical aspect to it, like measuring the impact of a company’s actions. It’s truly a fusion of fields, and ESG Specialists often need a mix of education in law, environment, and technology to be effective,” says Erich Giordano.

The challenge of this type of role is working in an environment where what you do is genuinely seen as meaningful, and not just something the company does to check a box for investments or to have a talking point for marketing. The company’s true purpose has to align with its ESG commitments, and that coherence isn’t always there.

“Being an ESG Specialist can be a really fulfilling job if you’re in a company that truly embraces and lives by its ESG goals. But if you’re in a company that only does it because they have to, it could be a nightmare—very stressful, because there’s a disconnect between what’s said and what’s actually done,” says Erich Giordano.

The Role of Technology in Modern Design

Whether it’s building interactive websites, developing software, or experimenting with emerging technologies, a design technologist blend creativity with precision, proving that design can be both beautiful and highly functional. By integrating tools like VR, AI, and 3D modeling, today’s designers are redefining what’s possible.

Technology is continually reshaping design and certain skills have become more vital than ever. Adaptability is key—designers must quickly learn new tools and techniques and apply them effectively in their work.

“Equally important is teamwork. In such a collaborative field, the ability to work seamlessly with others is critical to achieving success. The fusion of these skills—adaptability, creativity, and collaboration—defines the modern designer’s toolkit,” says Erich Giordano.

New technology also enters the equation in new ways—blurring the lines between product and service design.

” Where once we distinguished between material concerns for products and user experience for services, design technologists now operate in a space where these boundaries are fading. We create products with non-physical functions and services with physical expressions, working in that evolving middle ground,” says Erich Giordano. 

The Life of a Solopreneur: Juggling Creativity and Strategy

A solopreneur wears many hats – handling everything from developing strategies and managing projects to overseeing finances and marketing. It’s a role that requires not only creativity but also strong organizational skills.

“As a solopreneur, you’re balancing so many things: finding clients, keeping them, doing the job, and continuing to learn, which is crucial. In a company, you might passively receive training when the organization deems it relevant, but when you’re on your own, staying updated is entirely your responsibility,” says Erich Giordano.

However, the journey of working independently comes with its own set of challenges. Without the security of guaranteed work, freelancers and solopreneurs must continuously pursue opportunities, balancing client acquisition, project delivery, and self-improvement to stay competitive in an expansive market.

“As a freelancer say, a photographer or an illustrator, your role is quite clear—you do one specific thing, and you have to find a market for that. Companies or institutions that need your services know exactly what you offer, and your proposal is straightforward on both sides. But if what you do is constantly evolving, it becomes much more complex. You always have to explain what you do and make it clear to potential clients, aligning it with the market’s needs. That’s probably the most difficult part—unlike a more defined role, you can’t just establish yourself and expect clients to come knocking. You’re constantly in a position of explaining and selling your evolving expertise,” says Erich Giordano.

And then there’s the challenge of actually doing the work while managing all these different aspects. AI might be able to juggle endless roles, but as a human, there’s a limit to how many hats you can wear.

For all these five personas, there is one key element that stands out: networking.

“Spending five or seven years in a company or institution naturally helps you build a network because you’re constantly working on projects and meeting people. Starting from scratch and creating a network, however, is a completely different challenge. For someone entering the workforce now, the approach is different—social presence is at the core,” says Erich Giordano.

The challenge today, though, is that the language of social networks can become stereotyped.

“For creative minds, this can be difficult. Creatives need to say something different from the mainstream, otherwise, their voice blends into what everyone else is saying.”

See the presentation “Creative personas – new jobs from social listening” here