Luca Morena, CEO of Nextatlas, an EKIP partner - photo by LOREM IPSUM

January 29 2024

The impact of AI on CCI: “The connection with human will be most valuable”

By Bodil Malmström

AI affects cultural and creative aspects in many ways, not just economically but also in personal growth and identity. But the perception of AI varies, as it is simultaneously viewed as a disruptor, a potential threat, and an opportunity.

As we navigate this era of AI integration into creative processes, the key is to find a balance. AI can undoubtedly streamline certain tasks, making them more accessible and efficient for a broader audience and also democratization of knowledge is a significant positive outcome.

Individuals can now engage in creative pursuits without extensive learning curves and that opens up new avenues for expression. But it also blurs the lines between amateurs and experts, leveling the playing field in some aspects while raising questions about the value of traditional skills. The constant emergence of new applications showcases the ever-expanding possibilities.

“There is a lot of space for new art, new styles. Each day you can find new application that explore creative ways to do things. We have jumped into a different kind of interface”, says Luca Morena, CEO for Nextatlas that is an ekip partner.

On the bright side, individuals with limited talent can accomplish more advanced tasks with AI assistance. However, the downside is that skills acquired through learning may become entirely obsolete.

“And it has just begun. You have no idea in one, two, three, four years, what kind of talent that you need in our society”, says Luca Morena


The connection between AI and the CCI delves into the psychological aspects of human-machine interaction. The loss of certain struggles and the changing dynamics of the creative process raise existential questions. The convenience offered by AI challenges our traditional paths of learning and growth.

“What you lose is actually the struggle in doing and achieving something. The process you are in, in which you are building yourself. Mankind has a history of iterations, failures and frustrations. It all starts with an idea, then there’s this failure and the struggle and then suddenly it works”, Luca Morena explains.

Our nature, as a species, tends to seek convenience, and that’s okay. However, it’s crucial to remember that some level of struggle is necessary to build that very convenience we desire

That struggles are essential for us to learn and grow. Curiosity, the desire to explore and understand, often arises from facing challenges.

“Our nature, as a species, tends to seek convenience, and that’s okay. However, it’s crucial to remember that some level of struggle is necessary to build that very convenience we desire”, says Luca Morena.

Imagine if everything were too easy; we might miss out on valuable lessons and the joy of overcoming obstacles. It’s like using smartphones or tablets – they’re designed to be user-friendly. While this accessibility is a positive step towards democratization, there’s a downside. The concern is that this extreme ease might lead to a loss of valuable skills and learning opportunities.

­“In the coming years, it will be interesting to observe how the younger generation copes with challenges, boredom, and perseverance. A balance between ease of use and the importance of facing challenges will be a critical aspect of human development”, says Luca Morena.


Looking at the broader cultural impact, AI’s role in preserving artifacts and historical sites is undeniable. The ability to virtually reconstruct ancient environments and decipher past writings enhances our connection with historical knowledge.

However, the question arises about the cultural heritage generated solely by AI. Who gets to decide what is considered cultural heritage in a world where AI is dominant?

“It has never happened before in this way that there’s such a possible disconnection between how we human create culture, and culture that can be autonomously created. I think that we will be very sure about what is AI generated, there is need of distinguishing”, Luca Morena emphasizes.


In the future, as AI gets better, the way we define creativity will probably change. We may find that the way we humans are creative changes as we try to find ways to express ourselves that go beyond what machines can do. It can lead to new thoughts about what makes us unique as people, something that many believe is behind much of the art we create. It can also give rise to new types of art and creative expression.

“The threshold will be redefined and we will find new struggles, I think. Now we are very excited about all this automation stuff. But then we will long for Pre-AI. We will want to be close to things that are very connected to the humans without mediation of automation. And that will be luxury in the future”, says Luca Morena.

The threshold will be redefined and we will find new struggles

Human luxury, emphasizing craftsmanship and personal touch, emerges as a counterpoint to mass-produced AI-generated content. The gap between these two realms becomes a defining feature of the future, challenging perceptions of value and authenticity. “It might be that the mass market would be complete automated”, says Luca Morena and continues:

“And it’s already like this. If you’re going to a fast-food restaurant, you would just use a screen and then get your order. But then is this highly high-end luxury restaurant in which everything is human. You have your personal waitress, your personal chef. If you basically multiply this by the AI capabilities, you will get what is in the future. You know, the strong divide between what is luxury and what is not.

Looking ahead Luca Morena can see a scenario with post-real curation where human creativity will be more like human curation of automated artifacts.

“Our society will be less and less interested in the products and more about the artist, more about the person and more about the process. The connection with the human will be most valuable.


Promoting innovative policies that tackle pivotal challenges and stimulate the innovation ecosystem is essential for the future of European Cultural and Creative Industries. ekip´s first policy area to analyze and to come up with policy recommendation for open innovation ecosystem is AI and the connection to CCI.

Nextatlas in Turin, Italy was founded 2012. The company is a leader in the global market of digitally empowered marketing intelligence and trend anticipation services by developing the world’s first independent AI-driven trend forecasting platform.

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