Who Controls AI-Powered Creativity? With Tanya Samuel [92]

AI will not replace creativity, but it could reshape who gets to create, whose work is protected and which stories reach the market. Tanya argues that the real business challenge is not whether creative industries adopt AI, but who sets the rules. Used well, AI can lower production barriers, help independent creators build on their own terms and unlock new formats. Used without consent or representation, it risks concentrating power, exploiting creative rights and reproducing existing inequalities.A creative entrepreneur, writer and producer, Tanya connects technology adoption with social impact and cultural influence. Her work with Black AI Futures focuses on ensuring Black and global-majority communities help shape policy, ethics and implementation rather than absorbing decisions made elsewhere. Her message to creatives is practical: learn the tools before judging them, treat AI as an enabler rather than an authority, and start building without waiting for permission. In a market transformed by technology, creative confidence, ownership and persistence may become the strongest competitive advantages.AI is our Business.UKAI is the Trade Association for AI businesses across the UK. Join us, ukai.co