The Creative Sector’s Digital Revolution
A creative skillset is often positioned as the polar opposite of a technical one, but the two have always been deeply intertwined. From the intricate craft of chiaroscuro in Renaissance art to the early computational visions of Ada Lovelace, innovation and creativity have long gone hand in hand. Now, with artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), we are witnessing the next chapter in this evolution—one that challenges traditional notions of authorship and artistry.
As part of our Securing the Future of Technology series, we visited Wake the Tiger to meet Richard Norton, known as “Norts,” co-founder of The Peeps, a creative production company pioneering AI-driven storytelling. Our conversation explored the rapid evolution of AI, its impact on creative industries, and the challenges that come with integrating technology into artistic workflows.
Watch the video here: https://www.youtube.com/watch?v=30gD9scUVts&t=25s
AI: From Experimental to Essential
Not long ago, AI was an emerging concept—understood by few, used by even fewer. At the time, Norts and his team were already exploring its potential in marketing and advertising, though the barriers to entry were high.
“Back then, AI was seen as something complex, tied to coding and machine learning,” he explained. “Now, it’s everywhere. The tools have become more accessible, making AI-driven creativity available to anyone with a device.”
This democratisation of AI is both an opportunity and a challenge. While it enables more people to engage in creative work, it also raises concerns about quality. Yet AI’s growing influence prompts an important question: is it expanding or restricting creativity?
“There’s a tendency to believe that whatever an AI generates is the final product,” Norts noted. “But the real magic happens in the curation. It’s about refining, iterating, and shaping the output. AI is a tool, not the creator. ”
Do Algorithms Limit or Expand Creativity?
Algorithms dictate much of our digital experiences, influencing everything from the music we discover to the content we engage with. But do they enhance or restrict creativity? According to Norts, it depends on the platform and intent.
“Take Spotify, for example,” he said. “Its algorithm introduces you to new sounds, expanding your creative world. But LinkedIn’s algorithm, on the other hand, tends to keep you in a loop of familiar content, which can be limiting.”
The key, he explained, is in how algorithms are designed and interpreted. “They’re just roadmaps. Whether they take you somewhere new or keep you circling the same ideas is down to their intent—and how we use them.”
AI and Sustainability in Creativity
Beyond accessibility and workflow efficiency, AI and digital creative tools are also playing a role in sustainability. From reducing physical waste in prototyping to minimising travel through immersive virtual environments, technology is enabling creative industries to work more responsibly.
· Prototyping with AI reduces material waste by allowing creators to test ideas digitally before producing physical versions.
· Virtual reality enables immersive storytelling without requiring large-scale set builds or international travel.
· Augmented reality allows consumers to try products virtually, decreasing unnecessary manufacturing and returns.
“The digital-first approach inherently reduces environmental impact,” Norts explained. “You don’t always need physical resources to create something tangible.”
Ethics, IP, and the Legal Grey Areas of AI
As AI continues to shape creative industries, the sector faces significant questions about data protection, intellectual property (IP), and the ethical use of machine-generated content. Many creators, Norts noted, are unprepared for these complexities.
“One of the biggest questions we get asked isn’t about how AI works,” he said. “It’s whether it’s legal to use. AI tools rely on vast datasets, but where does that data come from? Who owns the rights to AI-generated content? These are the real issues.”
One example of AI’s ethical complexity is deepfake technology. These concerns go beyond copyright and ownership—AI’s capabilities raise deeper ethical dilemmas. While often associated with misinformation, Norts and his team have used it for ethical security testing.
The Future of Creativity: Hybrid Experiences
Looking ahead, Norts sees the future of creativity as a hybrid of AI, VR, and AR, blending physical and digital experiences seamlessly.
“Imagine a place like Wake the Tiger, but layered with interactive AI elements, augmented reality overlays, and virtual reality portals,” he said. “The possibilities for immersive storytelling are endless.”
His vision is for AI not to replace creativity, but to expand what’s possible. “Creative potential is limitless,” he said. “AI is just another tool to unlock it.”
Looking Ahead
Our visit to Wake the Tiger offered a fascinating glimpse into the intersection of creativity and technology. From AI-generated content to sustainability-driven innovation, it’s clear that the creative sector is entering a new era of digital evolution.
As these technologies advance, cybersecurity will play an increasingly critical role—not just in protecting intellectual property, but in ensuring AI’s ethical use and preserving the integrity of creative industries.
This article is part of our Securing the Future of Technology series, developed in collaboration with Barclays Eagle Labs and Alice Violet Creative. To explore the full series, visit our YouTube channel.