Across studios and boardrooms, AI is reshaping creative work at remarkable speed. This BBC feature follows four professionals to reveal where the pain and promise sit right now, and it lands on a takeaway that matters for anyone building a career or brand today. AI is getting sharper at images, video, music, and words, yet the winning edge for humans increasingly shows up in taste, strategy, and the kind of trust that grows from lived experience.
Norwich artist Aisha Belarbi captures the downside with striking clarity. As generative systems make it easier to conjure polished visuals, she sees clients bypass commissions and worries that non‑artists cannot tell when an image is synthetic. Her response is practical and creative. She is diversifying into teaching and books on how to draw, and doubling down on the human meaning behind her work.
On the other end of the spectrum, videographer JP Allard rebuilt his business around AI. His company now creates digital twins that can present in up to 175 languages, cutting traditional production costs and timelines while helping clients scale their presence globally.
He argues the tool can feel authentic in the right hands and warns that the pace of change is measured in months rather than years, which puts a premium on timely retraining and open‑minded experimentation.
Musician Ross Stewart sees a separate risk in music where AI albums can be produced almost instantly, which threatens exposure and licensing revenue for working artists. His counterpoint is simple and powerful. People still crave authenticity and live connection, which suggests that performance and personality will only grow in value as feeds get noisier.
Copywriter Niki Tibble returned from maternity leave to find smaller writing jobs shifted to AI. She carved out a new role as the human final check, validating facts, tuning brand voice, and shaping strategy.
Her story highlights a practical path for mid‑career professionals and small business owners. Lean into the uniquely human stack, which includes research judgment, client understanding, and voice stewardship.
What makes this piece truly noteworthy is the multilingual digital twin capability, which lowers barriers for entrepreneurs and teams that want a consistent on‑brand presence across markets. Pair that efficiency with human oversight in strategy and quality control, and you get a resilient model that respects authenticity while capturing AI’s speed. For women over 35 who balance expertise with real‑world responsibilities, that combination can turn disruption into an advantage.
Read the full report for the firsthand stories and context from the source: BBC News.
