Human Creativity and Generative Artificial Intelligence in Serbia's Creative Industries

Abstract

This paper examines how generative artificial intelligence tools are integrated into creative work and how far they can support creation without suppressing human authenticity and responsibility. The study combines a review of literature on creativity, philosophy of technology and artificial intelligence ethics with an analysis of data collected through an anonymous online questionnaire in May 2025. The convenience sample comprised 51 students and professionals active in Serbia's creative industries. The findings show that 54.9% of respondents use artificial intelligence occasionally and 17.6% use it daily. The most frequent applications include writing and editing, idea generation, planning and the development of visual concepts. Respondents also identify insufficient knowledge, ethical and legal uncertainty, and cultural resistance as important barriers. Most participants perceive artificial intelligence as support in the early stages of creative projects, while selection, interpretation and final decisions remain human tasks. The paper concludes that a sustainable model should not replace the author with an algorithm, but establish collaboration based on human oversight, transparency and clearly allocated responsibility. The small, non-random sample limits the generalizability of the findings.