AI Hype is Over - A New Era for Creatives Begins

Many of you might have started to doubt the idea that "AI will replace everything"... and yes, I’ve believed that too.

This AI hype cycle is just like every other tech wave.People are starting to become more cautious about using AI for serious business decisions. Many tools didn’t live up to the promises. Companies tried to integrate AI, only to discover that it isn’t something you can just plug in and expect results. At first, everyone was excited about chatbots, image generation, and instant content. But now people are starting to ask, "So what?"

Governments and creators are raising concerns about how AI is trained. Issues around data sourcing, copyright, and safety are becoming more prominent. Meanwhile many AI companies including some of the biggest names are currently losing money, despite the hype and rapid growth in the industry.

Let’s take a look at what’s actually happening right now and explore how we live with it.

What is Generative AI?

Let’s begin with a simple explanation.

Generative AI refers to artificial intelligence systems that can create new content such as text, images, music, or code. they are based on existing data. Some of the most well-known examples include ChatGPT, Midjourney, Grok, and Google Gemini.

These models are trained on vast amounts of data sourced from the internet. This includes content from websites, social media platforms, and countless other online sources.

What is the issue with generative AI?

Chatbots can create text and sound very confident, but they sometimes provide answers based on fictional or untrue stories. They rarely say, “I don’t know.”since AI doesn't know what is true. It is called "AI Hallucination"

Generative art is interesting, but it often raises copyright issues. Also, many AI-generated artworks look similar because they are basically remixes of existing data sourced from the internet. That means the AI tends to reproduce dominant visual trends especially those from popular art platforms like ArtStation, Pinterest, Deviant Art, or stock photo sites. Also overuse of popular prompt like “cinematic lighting”, “4K detail”, “unreal engine style”, or “trending on ArtStation” makes AI art lack of originality.

Therefore, AI can not create original art by itsself.

What NVIDIA and others have said?

NVIDIA, a leader in the field of AI specializing in providing the necessary hardware and software to power AI development and deployment, (and others in the AI space like OpenAI, Google, and Adobe) have admitted that:

・Generative AI doesn’t create from scratch: The output is a statistical remix of what the AI has seen before from the internet.

・Originality is not part of the AI process: only human refine ideas through personal experience, emotion, culture, and intention.

・Legal implications are critical: According to the U.S. Copyright Office and other leading authorities, works created entirely by AI are not eligible for copyright protection due to the absence of human authorship.

In fact, as of June 2025, Disney and Universal have filed lawsuits against the AI firm Midjourney for copyright infringement. It highlights critical concerns about authorship, ethics, and ownership in the age of AI.

NVIDIA researchers have also talked about the lack of “semantic understanding” in AI models. That means while AI can mimic the style of an original work, it doesn't know what it's saying or why it's making those choices.

in 2022, Nividia wrote a blog titled “AI Tools Promise Push‑Button Art, But Reality Is More Complicated”, NVIDIA acknowledged the inherent limitations of AI art. They compared generative AI tools to a “kaleidoscope”  combining and remixing existing patterns in data rather than creating truly new ideas. The article stressed that AI reveals clichés when pushed and lacks semantic understanding or intent, making its output “more mechanical than magical."

In reality, AI companies loosing money

Companies like OpenAI and Anthropic are loosing money currently.

here are a few reasons:

-they rely on thousands of expensive NVIDIA GPUs, which cost millions upfront, plus huge ongoing cloud and energy bills.

-Many AI tools are free or freemium and still figuring out how to turn user engagement into revenue. Mass-market monetization (like social media or search ads) is harder with generative AI.

AI is in a phase similar to early internet companies or electric car startups . There are huge potential, high costs, and uncertain profitability. Some will become dominant, but many may collapse or merge unless they figure out how to be sustainable.

( source : AI Companies Are Losing Billions: Their Simple Plan to Recover? Pricier Subscriptions )

Then do we need to use AI? How should we use AI?

Yes, absolutely you can use AI, much like you use the internet. It’s a powerful tool for brainstorming ideas, accelerating your creative process, and exploring new directions. However, it’s important not to rely on it too heavily.

Right now, many people are using AI to generate content quickly, and some are even profiting from it. Major brands have started incorporating AI-generated images into ad campaigns. However since this content often lacks originality and true human authorship, it would be risky for these brands to depend on it long-term.

There are a few likely outcomes: AI companies might go out of business, just like others during past tech bubbles especially since many are currently struggling financially. Or people might simply realize that AI-generated art often looks the same, get bored, and lose interest. In time, even companies that embraced AI might rediscover the unique value of human-made art.

Always remember: true value still lies in human creativity, judgment, and storytelling. AI can support your work, but it can never replace your voice. AI can remix the past but only humans can invent the future.

Only humans can create what has never been seen before.

Ironically, human-made art is becoming more valuable in this AI era.

AI shouldn’t be a crutch. A crutch is something you need when you can’t walk on your own. But you can walk. You can create. You have your own ideas, intuition, experience, and voice.

AI is just a tool just like any tool, it can be replaced. After all, nothing is as rare and powerful as human originality. It’s here to assist you, not define you. Let it support your vision, not replace it. Even in the AI era, humans are always behind the scenes controlling AI and that role is irreplaceable. Stay true to yourself in this AI era.

However, creative technologists may see things differently.

While artists often focus on originality and storytelling, creative technologists tend to explore how AI can expand what’s technically possible and how it can be used to create meaningful art through technology. It’s a different perspective that is not just about generating content, but about pushing creative and technical boundaries. Many are experimenting with ways to integrate AI into the artistic process itself, especially in real-time or interactive formats.

Personally, I’m interested in blending both worlds: preserving artistic tradition while embracing technological innovation. I’m exploring how to present this kind of remix in my own work. For example, software like TouchDesigner can integrate AI in powerful ways, particularly for real-time interactive visuals and digital art installations.

I’ll dive deeper into how AI and new technology are being used by creative technologists in a future blog post. Stay tuned.

80s themed party in shopping mall. Made with AI. AI is keeping the vibe alive?!