Since John McCarthy's research proposal in 1955, AI has become firmly established in everyday life, shaping social norms and changing how we work and interact. The LinkedIn report published in 2023 highlights a significant rise in AI discussions, indicating a growing global interest in various industries. In the creative industry, AI tools are now playing an important role in content creation and production, leading to reflection on the future of human involvement in these areas.

While numerous studies examine the possible replacement of human creativity by AI or shed light on how AI increases efficiency or productivity, there remains a research gap on the process of skill adaptation with the use of AI and the impact of AI on existing working practices.

This exploratory qualitative study focuses on the integration of AI in the fields of graphic design and journalism and examines its transformative impact on creative working practices and collaborative dynamics within these creative industries.

Purposive sampling and snowball sampling ensure the selection of participants with specific knowledge of the topic under investigation and help recruit professionals experienced in using AI for creative tasks. For the data collection, 12 semi-structured interviews are conducted with six graphic designers and six journalists, all using AI for their creative tasks and providing extensive insights and perspectives. The thematic analysis allows for a structured approach of organizing and analyzing the data, leading to three main themes: Impact of AI on Work Practices and Processes, Professional Development and Adaptation to AI, and The Role of AI in Collaboration and Team Dynamics.

The results show nuanced differences in professionals' enthusiasm and caution towards AI tools, with graphic designers showing higher levels of AI integration than journalists. Ethical considerations regarding journalistic integrity, data security, and the preservation of human creativity emerge as important concerns given the increasing use of AI in content creation. Moreover, by using AI, teams can divide their tasks more effectively, which frees up time for many participants. Further results, such as developing skills in prompting, deepening critical thinking, and ethical decision-making, emerge as crucial for navigating the evolving landscape of AI integration. Furthermore, the study underlines the need for tailored educational programs and organizational support to facilitate effective AI integration and foster a culture of innovation and responsible AI use in the creative industries. Overall, this study sheds light on the complex interplay between human creativity and AI technologies and paves the way for future efforts to harness the synergies between human ingenuity and technological advancement.