Artificial intelligence is increasingly being viewed as a tool that supports creativity rather than replacing it, according to writers, academics and industry professionals who spoke at recent literary and media discussions in Lagos and the United Kingdom.
The impact of AI on creativity was a major topic at the Lagos Book and Art Festival, where writers and publishers examined how new technologies are reshaping storytelling, publishing and advertising. While concerns remain about originality, ethics and overreliance on technology, speakers largely agreed that AI can strengthen creative work when guided by human judgment.
Writer, filmmaker and storyteller Matthew Simpa said fears around AI are understandable but often overstated. Speaking in Lagos, he described AI as a support system for creative expression, not a source of meaning on its own.
“AI does not create meaning, it helps us express meaning,” Simpa said. “It cannot dream, hope or remember. What it can do is assist us in translating human experience into words faster and more clearly.”
Simpa added that his writing has improved since adopting AI tools, describing the technology as something that “thinks with us, not for us.” He referred to AI as a “craftsman’s amplifier” that depends entirely on human input.
From an academic perspective, Senior Lecturer at the University of Manchester, Carl Death, described AI as a transformative technology comparable to the printing press or the internet. Although he does not personally use AI tools in his work, Death said they are already changing how knowledge is produced and shared.
“Every major technology has been met with moral panic,” Death said. “Books, the printing press and mass publishing were all seen as threats in their time. AI will also have large implications, but it should not be rejected simply because it is new.”
Death explained that students at the University of Manchester are taught appropriate ways to use AI, such as for preliminary research guidance, while still being required to read and understand original sources. He warned that relying on AI as a shortcut could weaken long-term learning and critical thinking.
In publishing, concerns about originality were raised by Esther Dumbiri, founder of Legacy Bridge Publishing. She said AI has increased the volume of content being produced, making the role of publishers more important.
“Anyone can now ask AI to write a book in minutes,” Dumbiri said. “But not every book carries lived experience or depth. As publishers, we must decide whether we are putting out strings of words or real stories that can change lives.”
She added that AI has not destroyed originality but has made human creativity and authentic experience more valuable.
Software developer and writer Dele Sikuade also addressed common misconceptions about AI. He said current systems are based on machine learning, not true artificial intelligence.
“Today’s AI is not intelligent in the human sense,” Sikuade said. “It cannot produce truly original ideas, but it is extremely powerful at gathering data and identifying patterns.”
Sikuade noted that AI can significantly reduce costs in publishing and content production, but warned that poor prompts and lack of human oversight can lead to confused or contradictory outputs.
Beyond literature, Generative tools such as ChatGPT, Midjourney, Runway, Jasper and Canva’s Magic Write are now being used to create headlines, images, videos and campaign concepts in minutes for advertising and brand communication.
Major brands have already adopted these tools. In 2023, Coca-Cola launched its “Create Real Magic” campaign, which allowed consumers to design digital artwork using OpenAI-powered tools. Smaller companies are also using AI to produce professional-quality content without large creative teams.
Industry analysts say one of the most significant developments is hyper-personalised advertising. AI systems can adapt content to individual users based on interests and online behaviour, allowing brands to move away from one-size-fits-all messaging.
AI-powered video and voice platforms such as Runway, Synthesia and ElevenLabs are also helping brands localise content quickly by translating and dubbing videos into multiple languages while maintaining tone and emotion.
Despite these advances, experts stressed the need for transparency and ethical use. Questions remain about data privacy, content ownership and consumer trust, particularly as AI-generated media becomes harder to distinguish from human-made work.
Many speakers agreed that clear labelling of AI-generated content and informed user consent would help build trust.
As Simpa put it, “AI can help us work better, but it still needs a human story to tell.”
