“Smart Creativity”: A vbw Study on How the Cultural and Creative Industries Are Dealing with AI
Recommendations for Businesses, Policymakers, and Bavaria as a Hub for the Creative Industries
September 16, 2026
Generative artificial intelligence is transforming creative processes, workflows, and business models. The study “Smart Creativity – AI in the Cultural and Creative Industries” shows how far the industry has already progressed in its AI transformation and where there is still a need for action.
The study focuses on the potential of AI for companies in the cultural and creative industries, as well as on how new technologies can be strategically integrated into value-creation processes. It analyzes current developments and formulates concrete recommendations for action for the business sector and policymakers.
For Bavaria as a hub for the creative industries, it identifies four key areas for action: a long-term innovation strategy; the development of practical AI skills; access to high-performance AI models and a reliable infrastructure; and stronger networking within the industry.