Artificial intelligence is transforming the creative process. AI can not only generate complex texts, high-quality images, and videos in just a few minutes. It can also support creative thinking and act as a research tool in the stages prior to artistic production. However, its adoption also raises ethical concerns around issues such as originality, authorship, ownership, and potential job displacement.Artificial intelligence is transforming the creative process. AI can not only generate complex texts, high-quality images, and videos in just a few minutes. It can also support creative thinking and act as a research tool in the stages prior to artistic production. However, its adoption also raises ethical concerns around issues such as originality, authorship, ownership, and potential job displacement.Business[#item_full_content]