AI 冲击创意行业：20 万岗位消失

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America has lost more than 200k jobs in “creative” industries over the last four years, with roughly 50k lost within the last year alone. That makes for one of the worst stretches for media employment in modern US history, with similar job loss intensity and duration occurring only during the major economic recessions of 2001 and 2008. Yet there’s no generalized recession today—instead, this period of job loss coincides with the rise of AI systems that can compose wholesale novels, photorealistic images, soundalike music, and practically every other form of digital art, en masse and at extremely low costs. Is this the fall of the Creative Class?

Proving the exact amount of AI-driven job loss in the arts is extremely difficult. Media firms are decidedly coy about their AI use, both to protect against public backlash and, more financially important, to preserve the legal basis for their copyrights. The effects of AI are also hard to disentangle from other factors currently affecting arts businesses, like consolidation in Hollywood, offshoring of content production, or the continued displacement of traditional media providers in favor of social media creators. Yet perhaps the clearest evidence of AI’s influence is just that all subsectors of the digital arts industry are losing jobs, while in-person entertainment is still growing at a healthy pace.

Some of those digital job losses are just a continuation of prior trends, like in the publishing industry where technological change has been continually grinding away newspaper and magazine jobs for decades. Yet for sectors like live broadcasting, streaming, or graphic design, recent experience is an unusual downturn compared to the tranquility of years prior. Then there’s the worst-hit sector, movie & sound recording, which has been bleeding jobs at a nearly unprecedented pace over the last three years.

Hollywood has never seen a stretch as bad as the last four years, with the movie & TV industry losing more than 100k jobs, nearly one-third of the sector’s total. At the depths touched this summer, total employment was lower than at any point since the 2008 recession and approaching the lowest point in 30 years. The streaming era has proven an extremely difficult transition, with traditional films and TV shows losing watch time to user-generated and increasingly AI-assisted or AI-generated content flows.

Overall, nearly half the media job losses of the last four years have been concentrated in the movie & sound recording sector that includes Hollywood. Written publishing has been the next-largest source of job loss, with employment down by more than 70k over the same time frame. Yet the job losses have by no means been contained to any particular part of media; instead they’ve hit nearly every subsector at some point. Nor do they show any sign of abating, with losses consistently hovering at around 50k per year and even accelerating in recent months. Will further AI development continue displacing workers in creative industries?

Can the Arts Business Model Survive?

To understand what could happen to the business of art amidst the rise of AI, it’s important to understand what did happen to it during the first digital transition, the rise of the internet.

It was the turn of the millennium, and Metallica had a problem. Demos of their upcoming, unreleased tracks were bouncing around radio and the internet, originally leaked onto a new internet file-sharing website called Napster. There they found thousands of files shared amongst hundreds of thousands of users, many of which were direct rips of albums that sold for $15 being offered for free. The most anticipated albums were often leaked online even before they were on store shelves. Metallica sued Napster for copyright infringement, and they were soon joined by separate suits from other prominent artists and eventually the Recording Industry Association of America (RIAA).

Much of the general public was understandably unsympathetic to Metallica, perceived as a bunch of already-successful millionaires trying to bilk even more money from listeners, and were even less sympathetic towards the RIAA, perceived as scurrilous middlemen who take from artists and fans alike. But the two of them easily won their lawsuit, forcing Napster into bankruptcy. Yet Metallica may have been right on the law but were on the wrong side of technology; the RIAA had won the battle but was losing the war.

The modern internet made file-sharing extremely easy, and no matter how much whac-a-mole companies played, they could not possibly catch every illegal upload. The perennial threat of piracy undermined their copyright and limited their ability to charge for music. Eventually, the value of individual songs fell to the point that companies like Spotify and Apple Music could swoop in to acquire massive catalogues, consolidate them, and charge a comparatively trivial fee for access. For what a single Metallica album would have cost in 2000, you can now get a month’s worth of unlimited access to nearly all human-made music.

The music industry has never returned to the heyday paydays of the peak CD era—even without adjusting for inflation, streaming revenue pales in comparison to ‘90s physical media sales. This was a massive boon to consumers, but it was also a squeeze on musicians that forced them to fundamentally change their business model over time. Instead of just selling records to earn money directly, music itself increasingly became a loss-leading advertisement for the live concerts (and merch) that provided a growing share of artists’ income. Tours got longer, venues got bigger, ticket prices skyrocketed, and musicians frequently took on roles closer to public influencers than isolated artistes. Were it not for rising concert sales, the business model of music would have completely collapsed, and the income going to musicians would have cratered.

Of course, there were still significant downsides to the transition into the streaming era. Bands (especially smaller ones) complain about the unending pressure to always be on tour. Musicians whose content was suited to home listening lost out to those more suited to giant festivals. Even accounting for concert revenues, musicians made less money than before. Yet musicians fared better than many areas of entertainment subsectors because there was a live component to fall back on—for many media industries, the digital era left no such comfort.

Over time, the business of video has moved in the opposite direction of music—out of the theatre and into the home. Hollywood formerly made most of its money enticing customers to visit sold-out movie theatres, but these were gradually supplanted by broadcast TV, cable, and physical media. Yet because each successful technological leap increased total video watch time, the industry was still able to thrive amidst technological upheaval. That is, until the modern streaming era.

Today, the plethora of video options and the rise of social media have sent video producers into a vicious competition for limited attention. Even before adjusting for inflation, movie ticket sales ended last year down 25% from their 2019 peak, cable revenue is down 18% from its peak, and streaming revenue has not been able to compensate for the drop. The mountain of free user-generated content on YouTube, Twitch, TikTok, or social media was already presenting harsh competition for traditional video companies in the years before ChatGPT’s launch, and now streaming services are also competing with a flood of AI-generated content. The business model of video media is fundamentally getting squeezed, and unlike in the music industry, there’s basically no equivalent to live concerts that Hollywood can be used to ease the pain.

The actual worst-case scenario for creative worker